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Advertising: the importance of using celebrities to endorse products

admin2010-02-11  89
问题 Advertising: the importance of using celebrities to endorse products
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答案Suggested answers: a．Consumers’ choices can be influenced by many factors; consumers’ desires are constantly shifting, depending on their needs and on styles that have caught the popular imagination. Consumers are courted, enticed, and implored by sellers of goods and services. Using celebrities to endorse products has been one of the important advertising gimmicks. People like to think negative advertising does not sway them but the fact is they are. Others always copy celebrities’ behavior. Celebrity endorsement serves a model for community. b．Using celebrities to endorse products is very important for advertising. If a famous person endorses a product or service, he or she says in an advertisement that they use and like it. Celebrity endorsements express formal support or approval for someone or something. If a famous person buys a product, many consumers are most likely to follow suit. They may buy it as well. It is even more so, when consumers lack confidence in their ability to identify exactly what it is. c．Many people always do the same as the famous people have done, because they trust celebrity. They may distrust advertisement, but they will possibly trust the celebrity. Celebrities’ behavior has a big effect on consumers. Therefore, using celebrities to endorse products benefit the company. It gives the company an advantage, improves its reputation, and helps the company in promoting sales. Therefore, it is very important for the companies to use celebrities to endorse products in advertising.
解析 court奉承，献殷勤。entice怂恿，引诱。implore哀求，恳求。gimmick花招，玩意。celebrity名人，名流。
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