體育專業(yè)論文外文翻譯-國(guó)家體育中的名人代言論文翻譯-中英文對(duì)照翻譯

中文4510字外文翻譯---國(guó)家體育中的名代言標(biāo)題：TheStateofCelebrityEndorsementinSport原文：AbstractSportendorserswerepresentin11%ofalltelevisionadvertisementsin1995,receivingmorethan$1billiondollarsfromU.S.companiesfortheirservices.Alongwithseveralpositiveadvertisingcampaigns,therebeensomesuccessfulinvolvingcelebritiesspokespersons.ThemostrecentandvividoccurrenceO.J.SimpsonandhisendorsementwithHertzRentalcars.Thisarticledescribestheadvantagesanddisadvantagesofcelebrity-basedadvertisinginsportexaminesfuturedirectionsthismarketingapproach.Approximately20%ofalltelevisioncommercialsfeatureafamouspersonfromworldsport,television,moviesormusicalentertainment.billionsofdollarsallocatedannuallyfortelevisionadvertising,approximately10%spentonendorsers(Agrawal&Kamakura,1995).companieshavehadconsiderablesuccessusingcelebritiesasspokespersons,especiallyathletes.第1頁共14頁In1995,U.S.companiespaidmorethanbillionto2000athletesforendorsement(Lane,Sportendorserswerefeaturedinoftelevisionadvertisementssameyear(Turner,Bounds,Motsinger,Ozmore,&Smith,1995).ExamplesofhighprofilecelebrityendorsersincludeSherylSwopes,DeionMichaelJordanandBoJacksonNike,ShaquilleO'NealforReebok,TigerWoodsforRolex,JimmyConnorsforAdvil.Alongthepositivecampaigns,therehavebeenseverallesssuccessfulmarketingcampaignsinvolvingcelebritiesasspokespersons.ThemostrecentandvividisO.J.andendorsementwithHertzRentalcars.purposeofarticleistodescribetheadvantagesanddisadvantagesofsportcelebrity-basedadvertisingtodiscussfuturedirectionsforthismarketingapproach.AdvantagesCelebrityEndorsementsThereareseveralbenefitstohavingcelebritiesendorseproductsservices.indicatedthatmorelikelytochoosegoodsandservicescelebritiesthosewithoutsuchendorsements(Agrawal&Kamakura,1995).MarketingEvaluationscompiledalistof1,500U.S.-knowncelebritieswithappealingqualitiesconsumers.Mostofthe1,500wereviewedasfamiliarlikable(MiciakShanklin,1994).第2頁共14頁Anotheradvantagetocelebrity-basedthatfamouspeopletheviewer'sattention.Inthiseraofsound-bytesandchannelsurfing,thereademandpeople'stimeandfocus.Forinstance,acommercialwithWNBA'sLisaLeslieorNHL'sWayneGretzkyismorelikelytoatelevisionremotecontrolclickeronchannelversuscommerciallocaldoctordentist.PeopletoseeAndreotherssuchcelebrity.Thethirdbenefitusingcelebrityendorsersthats/hecanprovidetestimonyaproductorservice,particularlytheproducthascontributedtheircelebrity.ConsumersmaybemorelikelytotryamotoroilendorsedbyAlUnser,Thisincreaseaconsumer'sbeliefandtrustintheproductanditsbenefits.Thefamiliarendorser,thelikelyconsumersaretobuytheendorsedproduct(Miciak&Shanklin,1994).DisadvantagesCelebrityEndorsementsTherearesomeconsequencestousingsportcelebritiesasendorsers.firstissueconcernsthehighfinancialtosecurethenameendorsers.PepsipaidShaquilleO'Neal$25millionendorsethepopularsodaTigerWoodsreceived$40millionfromNiketosupportthecompany'syouthmarketingcampaign.Althoughtheselargecompaniesdonotproblemspendingdollarnecessarytoacquirefamouspersonalities,mostsmall第3頁共14頁companiesstruggletoaffordanycelebrities,alonethatcost$25or$40milliondollars.Itisabiggerriskthesmallercompaniesinvestlargeamounts.TheirlossesaregreaterifsomethinggoesNikewasnotphased1996caseinvolvingDallasCowboywidereceiverMichaelIrvin,wascaughtbywithdrugsandprostitutesinlocalhotelroom.IrvinwasonlyasmallpieceofNike'sendorsementHowever,therewere13smallToyotadealershipsthatsufferedtremendously.TheyhadCowboysuptodoaseriesofcommercials,worthabout$500,000.onlydidtheylosethemoneyinvestedinIrvinandtheads,theyhadtoincurmoreexpensebyfindingareplacementfor(Lane,1996).Anothernegativeaspectthatcompanybetogetacelebrityrepresenttheirproductexclusively.He/shemayendorseseveralproducts,sometimesswitchingtheirendorsementstorivalbrands.Thishappensfrequentlytryingtosecuresomeonethatisbysocietyandhighproductendorsements.Asaresult,thecredibilityandtrusttheproductandendorserItalsoamessagetothat,"Ifendorserstickwithabrand,whyshouldAutoracing'sJeffGordonisanexampleofonewhohasmultiple第4頁共14頁endorsementcontractsandconsequently,islesseffectiveendorser.Thethirdandpotentiallymostdamagingriskinusinghigh-profilecandidatesisnegativepublicityreceivedbyanendorser.SomefamiliarcasesincludemurderchargesbroughtagainstSimpson,rapechargesandjailsentenceagainstTysonchargesHertz,Pepsi,NikeandToyotaallfelttheconsequencesofthecelebrities'actions.anegativeimageofthecelebrityisportrayed,atarnishedpicturealsopaintedfortheorganization,makingitdifficultgainconsumertrusttobuyproduct.Althoughthereisnowaytoguaranteethatdetrimentalincidentslikethesewon'toccur,somesituationsmightbepreventedbyevaluatingtheapplicant'spersonalandprofessionalbehaviortoiftheymightbepronetonegativesituations.Onceaspectsofcelebrity-orientedadvertisinghavebeenevaluated,amustchoosewhethertoadoptthestrategy.Ifthedecisionismadedecidetoproceed,thefoundationofasuccessfulendorserselectionrestsconcepts,knownbytheacronymFRED.FREDstandsfamiliarity,esteemdifferentiation,andwastheresultofa$6millionstudyinterviewing30,000peopleworldfindoutwhybrands第5頁共14頁andtheiradvertisingfail(Miciak&Shanklin,1994).Familiarityfirstessentialcomponentofeffectiveendorser.targetmarketmustbeawarethecelebrity,andperceivethepersonasfriendlyandlikable,andtrustworthy.Recognitiontheintendedaudienceismoreimportantthanbeingknownworldwide.ThenextcomponentofFREDisrelevance.Thereshouldbelinkbetweenthepromoterandtheproduct,aswellasbetweenthepromoterandtheaudience.exampleoutsidetheworldofsporteffectivelyillustratesthispoint.Itwasembarrassingforthebeefindustrywhentelevisionstarandspokesperson,Shepherdsaidshedidnoteatmeat.Also,it'simportanttheaudienceidentifythecelebrity.instance,youngAfrican-AmericanboyscanrelatetoShaquilleO'NealandseniorcitizensfeeltoArnoldIfconsumerscanassociatetheendorser,theymorecomfortableacceptingbuyingproductservice.freeagencyfrequenttradesinMajorLeagueBaseballhavealsonegativelyinfluencednatureofcelebrityendorsersforsport.ThethirdFREDprincipledealswithesteem.Consumershavetheutmostrespectforcelebrityinorderforthecommercialorpromotionbecredible.Thoseviewedsocietyprestigious第6頁共14頁includesportfiguresPeggyFleming,DonShula,TomandJuliusErving.Thepublichasgreatrespectforthem,inpart,ductsagreetoendorseofhighestindustrystandards,addingtothetheirrespectcredibilityamongconsumers.DifferentiationisfinalcomponentofFRED.publicseeendorserasdifferentfromtherest.Ifthereisperceiveddisparitycelebrities,thenstrategyisnotworthwhile.MichaelJordanisanacelebritythatstandsapartthenormalathlete,onecontributingtohissuccessasanendorser.TheseFREDprinciplesareguaranteestosuccess,anizationandobjectivesaredifferent,andshouldbeevaluatedonanindividualbasis.FutureDirectionsSportisintegralofoursociety,andmanyadvertisershavefoundthatsportstarscaneffectivelydifferentiatetheirproductsothers.Ingeneral,thesuccessofsportendorsementtogrowinginterestinsport.Inthelast20years,therehavebeensignificantincreasesinthenumberchildrenplayingsport,aswellasinthedollarsinvestedin第7頁共14頁televisingsponsoringsport.Whilethereseveralrisksinvolvedinusingcelebrityendorserscontinuedpracticeinadvertisingsignalsthatcorporationsbelievetherisksworthtaking.Forsomebusinesseshowever,waywhichtheyareusingthecelebritieschangedoverNike,ReebokandSprintre-evaluatingtheircampaigntechniquesbypromotingendorsersatthegrassrootslevel.Insteadofusingonlytopnationalathletesinadvertisements,localandathletesareusedasendorsersgiveproductsmorerelevancetotheaverageconsumer.Sincethereisusuallyloyaltytoteams,marketingprofessionalsportspersonalitiescanbeappealinginmarkets&Shanklin,AviaHertzusingathletesintheiradvertisingcampaigns.istheiradvertisingprimarilytowardwomen.de-emphasizedhavingonecommercialstagedinagrocerystore.Hertzhasalsoelectednottouseprofessionalathletes,buttheiractionasaresulttheO.J.Simpsonembarrassment.Thesecompaniestotheminoritywithrespecttodecisionstodiscontinueusingsportendorsers出處：AmyDysonandDouglasTurco(IllinoisStateUniversity)cyberjournalsportmarketing第8頁共14頁標(biāo)題：家育中的人言譯文：摘要1995年，體育代言人所代言的廣告占所有廣告的11%僅僅在美國(guó)創(chuàng)造了10億美元的價(jià)值。隨著一系列的廣告的積極宣傳活動(dòng)，也出現(xiàn)了一些涉及到名人代言的不成功的活動(dòng)。最近，最明顯的例子就是O.J.辛普森和他的代言活動(dòng)。文章介紹了以名人為基礎(chǔ)代言體育廣告優(yōu)缺點(diǎn)，并探討這種營(yíng)銷方式的未來方向。大約20%廣告代言，是從是體育，電視電影或音樂娛樂界的知名人。以美元為單位計(jì)價(jià)，每年花在電視廣告中的費(fèi)用有10億，而其中有10%是支付在代言人的代言費(fèi)用之上(Agrawal&。多公司都使用了相當(dāng)?shù)某晒γ俗鳛榇匀藙e是運(yùn)動(dòng)員1995到2000年，美國(guó)公司支付了10億美元給聘請(qǐng)的運(yùn)動(dòng)員當(dāng)做代言費(fèi)用(Lane,1996)。同年，運(yùn)動(dòng)員代言人的代言費(fèi)用占據(jù)了所有電視廣告費(fèi)用的11%(Turner,Bounds,Hauser,Motsinger,Ozmore,&Smith,1995)。高檔的運(yùn)動(dòng)明星代言人的例子包括Swopes，德斯，喬丹和杰克遜代言的耐克，奧尼爾代言的銳步，伍茲代言的勞力士，和康納斯代言的布洛芬。隨著廣告行業(yè)的不斷發(fā)展，也有過幾次不太成功的涉及的名第9頁共14頁人作為代言人的營(yíng)銷活動(dòng)明顯的例子是發(fā)生在O.J.辛普森和他代言的赫茲租車。本文的目的是描述名人代言的的優(yōu)點(diǎn)和缺點(diǎn)，并討論未來的發(fā)展方向這一營(yíng)銷方式。名人代言的優(yōu)勢(shì)明星代言產(chǎn)品和服務(wù)有幾個(gè)很明顯的好處。研究表明，相對(duì)與沒有明星代言的產(chǎn)品，消費(fèi)者更傾向去選擇那些有明星代言的產(chǎn)品(Agrawal&Kamakura,1995)。而且市場(chǎng)評(píng)估公司選取了1500名對(duì)消費(fèi)者有吸引力的高素質(zhì)的代言人，這1500都是非常著有親和力的代言人(MiciakShanklin,1994)。另一個(gè)基于名人代言競(jìng)爭(zhēng)策略的優(yōu)勢(shì)是名人更容易吸引消費(fèi)者的注意力，在這樣一個(gè)以聲音和沖浪通道為基礎(chǔ)的信息時(shí)代，人們的閑暇時(shí)間和注意力會(huì)產(chǎn)生一種消費(fèi)需求。例如，當(dāng)人們?cè)诳措娨暤臅r(shí)候，人們更愿意用電視遙控器把節(jié)換到WNBA的麗莎萊斯利和NHL的韋恩格雷茨基代言的廣告而不是一個(gè)當(dāng)?shù)氐尼t(yī)生或牙醫(yī)代言的廣告。人們?cè)敢饪吹桨驳铝野⒓游饕约斑@一類的名人。利用名人代人的第三個(gè)處是她他能夠提供一種產(chǎn)品或服務(wù)的有力證明，特別是當(dāng)這種產(chǎn)品產(chǎn)生的正面影響對(duì)該名人有良好貢獻(xiàn)時(shí)。消費(fèi)者更愿意選擇去嘗試由Al瑟代的機(jī)油。這種關(guān)系可以提高消費(fèi)者的信念，和對(duì)產(chǎn)品的信任，代言人越有名，其對(duì)消費(fèi)者購買其產(chǎn)品的影響力越大。Shanklin,1994).名人代言的缺點(diǎn)利用體育明星作為明星代言人還有很多缺點(diǎn)，第一個(gè)是設(shè)計(jì)金融方面企業(yè)需要高昂的成本來維持明星代言費(fèi)用百可樂支付奧尼爾2500第頁共14頁萬美元用來代言水產(chǎn)品。老虎伍茲從克得到4000萬美元，以支持該公司的青年?duì)I銷活動(dòng)。盡管一些大公司不用擔(dān)心支付高昂的費(fèi)用來維持明星代言活動(dòng)，但是大多數(shù)小公司一般支付不起高昂的費(fèi)用來請(qǐng)明星代言產(chǎn)品，更不用說像奧尼爾2500元和老虎伍茲的4000美元的費(fèi)用。這些對(duì)于小公司來說都是一個(gè)較大的投資。如果出現(xiàn)錯(cuò)誤，他們的損失會(huì)更大。在1996年發(fā)生的一起案件中，涉及邁克爾歐文其為耐克做代言，但是在當(dāng)?shù)鼐频甑姆块g里被警察抓住，耐克沒有為這起案件支付賠償費(fèi)用。然而，有豐田小經(jīng)銷店，去蒙受巨大的損失。他們找牛仔明星隊(duì)為其做了系列廣告，價(jià)值約50萬元，他們不僅失去了代言人和廣告費(fèi)用，并且還要承擔(dān)高額費(fèi)用來尋找一個(gè)替代代言人。(Lane,1996).另一個(gè)不利的因素就是，公司聘請(qǐng)的代言人可能代言了不止一種產(chǎn)品。他們有可能代言幾種產(chǎn)品，有時(shí)候甚至代言企業(yè)競(jìng)爭(zhēng)對(duì)手的產(chǎn)品。這種情況經(jīng)常發(fā)生，因人們都是喜歡選那些有知名代言人代言的良好的品質(zhì)的產(chǎn)品。最終導(dǎo)致人們對(duì)代言人的信譽(yù)以及產(chǎn)品變得不信任。同時(shí)，這也將一個(gè)信息傳遞給消費(fèi)者“為什要選擇名人代言的品”。賽車手杰夫戈登就是一個(gè)例子，他當(dāng)時(shí)代言了很多產(chǎn)品，消費(fèi)者最后認(rèn)為他的代言不是可信的。在利用名人代言的第三的不利之處就是名人本身的負(fù)面消息。這其中一些熟悉的案例包括因殺人罪被捕的辛普森，因強(qiáng)奸罪和毒品被指控的泰森，以及邁克爾歐文監(jiān)禁。赫茲，百事可樂，柯達(dá)，耐克和豐田都承受過名人負(fù)面新聞所帶來的的不良后果。當(dāng)名人的負(fù)面新聞被公開，將會(huì)使其很難得到消費(fèi)者的信任，同時(shí)也開始不愿意購買他所代言的產(chǎn)品。雖然沒第頁共14頁有辦法保證這些名人不出現(xiàn)負(fù)面新聞，導(dǎo)致這些不利的事件發(fā)生，但是在很多情況下可以先對(duì)名人進(jìn)行評(píng)估，以確定他們是否有發(fā)生這些負(fù)面事件的傾向。