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Celebrities, Products, and Presentation Styles

Zhen Sun

Published by LAP LAMBERT Academic Publishing
ISBN 10: 3838396731 / ISBN 13: 9783838396736
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Title: Celebrities, Products, and Presentation ...

Publisher: LAP LAMBERT Academic Publishing

Binding: Paperback

Book Condition: New

Book Type: Paperback

Description:

Paperback. 176 pages. Dimensions: 8.6in. x 5.8in. x 0.4in.Celebrity endorsement advertising has become a remarkable phenomenon in many countries as well as in China. Given the rising popularity of celebrity endorsements in China during the past two decades and the lack of relevant studies, this book seeks to fill the research gap. It mainly employs the method of content analysis over an extended sample of Chinese television commercials to generate new research evidence about the nature of celebrity advertising. The characteristics of celebrities, the matching relationships between celebrities and products, and the presentation styles of celebrity TV advertising are analyzed thoroughly. The findings lead to a few conclusions that have important implications for both theory and practice. Advertising practitioners will find this book useful in helping determine the match relations between celebrities and products and select the most appropriate celebrity endorsers. The book will deepen a readers understanding of contemporary consumption culture and celebrity culture. This item ships from multiple locations. Your book may arrive from Roseburg,OR, La Vergne,TN. Bookseller Inventory # 9783838396736

About this title:

Synopsis: Celebrity endorsement advertising has become a remarkable phenomenon in many countries as well as in China. Given the rising popularity of celebrity endorsements in China during the past two decades and the lack of relevant studies, this book seeks to fill the research gap. It mainly employs the method of content analysis over an extended sample of Chinese television commercials to generate new research evidence about the nature of celebrity advertising. The characteristics of celebrities, the matching relationships between celebrities and products, and the presentation styles of celebrity TV advertising are analyzed thoroughly. The findings lead to a few conclusions that have important implications for both theory and practice. Advertising practitioners will find this book useful in helping determine the match relations between celebrities and products and select the most appropriate celebrity endorsers. The book will deepen a reader's understanding of contemporary consumption culture and celebrity culture.

About the Author: Zhen Sun is currently an Assistant Professor at Macau University of Science and Technology. She holds a Ph.D. degree in communication from the University of Utah.

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