Celebrities, Products, and Presentation Styles

 

Marketed By :  LAP LAMBERT Academic Publishing   Sold By :  Kamal Books International  
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  • Product Description
 

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.

Product Specifications
SKU :COC39078
AuthorZhen Sun
LanguageEnglish
BindingPaperback
Number of Pages176
Publishing Year8/20/2010
ISBN978-3838396736
Edition1 st
Book TypeSociety & social sciences
Country of ManufactureIndia
Product BrandLAP LAMBERT Academic Publishing
Product Packaging InfoBox
In The Box1 Piece
Product First Available On ClickOnCare.com2015-01-08 00:00:00
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