Currently, we could hardly live a single day without seeing a celebrity spokesperson promoting a product or a social campaign on TV, net or other media. This is an intensely popular trend that we cannot fail to notice.
There is no doubt that the celebrity spokespeople could boost the sale of a product. A host of celebrity spokespersons, however, have emerged as the marketing tool of some companies, even companies producing and selling fake and inferior items. This kind of behavior has produced negative impacts on consumers and whole society, which should be severely criticized and penalized. Of course, as is known to all, everything has both bright and dark sides. Some stars’ endorsement of social activities and public campaigns raises public awareness, giving rise to changes in public behavior. In this case, they serve as positive role models of the general public. To name only one case: Pu CX, a household figure, acting as the celebrity spokesman of the China AIDS Foundation, contributes greatly to the cause of AIDS prevention and cure in China.
明星代言問題
目前，我們很難過(guò)上一天沒有看到一個(gè)名人代言人推廣產(chǎn)品或一個(gè)社會(huì)運(yùn)動(dòng)在電視，網(wǎng)絡(luò)或其他媒體。這是一個(gè)強(qiáng)烈的流行趨勢(shì)，我們不能不注意到。
毫無(wú)疑問，明星代言人可以提高產(chǎn)品的銷售。一個(gè)代言人的主機(jī)，然而，已經(jīng)成為一些公司的營(yíng)銷工具，甚至是公司生產(chǎn)和銷售假冒偽劣產(chǎn)品。這種行為產(chǎn)生了對(duì)消費(fèi)者和整個(gè)社會(huì)，應(yīng)該受到嚴(yán)厲批評(píng)和懲罰的負(fù)面影響。當(dāng)然，正如眾所周知，任何事物都有明亮和黑暗的方面。一些明星的社會(huì)活動(dòng)和公共宣傳提高公眾意識(shí)認(rèn)可，引起公眾行為的改變。在這種情況下，他們成為廣大市民的正面榜樣。這些只是一個(gè)案例：普國(guó)泰，一個(gè)家庭的人物，作為中國(guó)艾滋病基金會(huì)名人的發(fā)言人，大大促進(jìn)了預(yù)防艾滋病的事業(yè)，在中國(guó)治愈。
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