摘要
该文以危机公关为研究背景,以强生婴儿危机事件中的电视形象广告为研究对象,把危机公关中的强生婴儿投放的电视广告分为三个阶段来解读,即危机期、恢复期和发展期,并对不同时期的电视形象广告的广告内容进行了简要分析。总结了强生婴儿在危机公关中采用的广告策略,得出了当品牌在发生危机公关事件时,电视形象广告可以发挥重要作用的结论。
This paper studies the crisis manipulation of such famous brands as Johnson through TV image ads.It is supposed that it involves three stages,i.e.crisis stage,recovery stage and development stage.We make a summary of the ad strategies concerned and conclude that TV image ads can alleviate the crisis.
关键词
品牌
危机公关
形象广告
策略
brand
crisis public relations
image ad
strategy
