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Macau Periodical Index (澳門期刊論文索引)
- Author
- Sun, Zhen
- Title
- Celebrity endorser images in Chinese television advertising: A content analysis
- Journal Name
- 澳門科技大學學報
- Pub. Info
- Jun. 2013, Vol.7, No.1, pp. 139-148
- Link
- http://lib.must.edu.mo/sites/default/files/assets/images/Duu/must_journal_201301.pdf
- Keyword
- Celebrity endorsement; Gender; Age; Product types; Roles; Stereotypes
- Abstract
- Abstract : The present study proposes a content analysis to examine the images that celebrity endorsers convey in Chinese television commercials. The purpose is achieved mainly by analyzing how celebrities' gender and age characteristics are associated with product types and celebrities' role-playing. The findings show that male and female celebrities are portrayed nearly equally in the ads for home and food products. Male celebrities are significantly more likely than female celebrities to represent medicine/nutrition products. The most frequently assumed roles by both role of expert on the product. Mature adult and elderly celebrities' stereotypical association with medicine/nutrition's products have been identified. The middle-aged and elderly celebrities are significantly more often than the young celebrities to bee assigned the role of expert recommender. As a result, middle-aged male celebrities who play the role of expert recommender to promote medicinal or nutritional products are the most typical image in Chinese celebrity-endorsed television ads. The study offers some support for the visual rhetoric model in that advertisers seem to use stereotypical assumptions shared with consumers to construct advertising messages. Paragraph Headings: 1. Introduction 2. Conceptual framework 3. Stereotypical gender and age assumptions 4. Methodology 4.1. Sampling 4.2. Measures 4.3. Coding 5. Results 5.1. Variable description 5.2. Addressing research questions 6. Discussion 7. Conclusion and limitations Tables: 1. Product type by celebrity's gender 2. Product category by celebrity's age 3. Celebrity's role by gender 4. Celebrity's role by actual age