我国名人广告风险防范机制的构建——从邓婕的三鹿奶粉事件引发的思考

名人广告,使得消费者对所需要的产品和服务有了了解和认知的捷径。然而,从对近年来屡屡发生的名人代言不良事件分析来看,某些名人代言,有误导、诱导消费者,欺骗甚至诈骗公众之嫌。借鉴了国外名人广告在风险规避时的做法,从政府、企业、名人、广告代理商和消费者的角度出发,摸索构建名人广告风险防范机制,以期给我国名人广告代言市场提供一种思路。

Celebrity Ads Mechanism of Risk Prevention——Consideration on Dengjie's Endorsement for Sanlu Milk Powder

Celebrity ads,making consumers of the required products and services have a shortcut to understanding and cognition.However,in recent years,the celebrity endorsement of adverse events has occurred frequently.Some celebrity endorsement has misled consumers with the suspicion of deceiving even defrauding the public.This article draws on foreign celebrity ads risk aversion at the practice,from government,business,celebrities,advertising agencies and consumer point of view,to explore building risk prevention me...