论百事可乐名人广告传播策略

On Pepsi Cola's Strategy of Publicity by Advertising Through Inviting Pop Stars as Spokesmen

名人广告无论对品牌还是对明星自身来说都是一把双刃剑,其利弊相间,有一体两面的性质。百事可乐成功的运用“立体代言”名人广告传播策略,组成声势浩大的明星代言阵容,全方位、多角度诠释和传达其品牌内涵。将品牌的年轻、活力、精彩魅力等品牌属性表现的非常到位,提升了品牌的附加值,使百事可乐更具魅力。

Advertising through Inviting Pop stars as Spokesmen has both advantages and disadvantages to the commodity itself and Pop stars.The present article presents a systematic analysis of Pepsi Cola's successful strategy of publicity by advertising through Pop stars. The author thinks that the quality and characteristics of the commodity is interpreted and conveyed from different angles by inviting Pop stars from all walks of life, and that the youthful vigor and charm of the commodity is manifested at length. Therefore, the additive value is brought to the commodity, which in return is made more attractive and charmful, and lucrative.