论广告背书人在品牌形象塑造中的作用

发布时间：2018-05-28 05:13

  本文选题：广告背书人 + 品牌形象塑造　； 参考：《新闻研究导刊》2016年11期

【摘要】：在当下经济全球化的时代背景下,品牌塑造的模式随着人们消费与需求的变迁变得愈发多元化,作为品牌重要内涵组成的品牌形象塑造也显得格外重要。广告背书人贯穿于品牌形象的塑造与整体传播过程始终,在传播品牌形象、促成积极联想方面发挥着重要作用。文章主要围绕广告背书人与品牌形象的塑造过程展开讨论,以期通过分析品牌形象塑造与广告背书人之间的关系,研究广告背书人的现实作用及其对品牌形象塑造的影响。
[Abstract]:Under the background of current economic globalization, the mode of brand shaping becomes more and more diversified with the change of people's consumption and demand. As an important connotation of brand, brand image shaping is especially important. Advertisement endorser runs through the process of brand image shaping and overall communication, and plays an important role in propagating brand image and promoting positive association. This paper mainly discusses the process of advertising endorser and brand image, in order to analyze the relationship between brand image shaping and advertising endorser, and study the realistic function of advertisement endorser and its influence on brand image shaping.
【作者单位】： 红河学院;
【分类号】：F273.2
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本文编号：1945425