Celebrity Endorsement Risk "The Most" Let Brands Unhappy.

< p > the most unspeakable risk: the sudden death of a star (< /p >).

< p > > a target= "_blank" href= "http://www.91se91.com/" > clothing > /a > the most typical risk case is the marriage between Zhejiang Hao man suit and famous singer Gao Feng in 2002.

In August 2002, Gao Feng and his agent Datang held a news conference in Zhejiang and Beijing respectively, announcing Gao Feng as the spokesman for Hao men's suit.

Gao Fengxin's hit song "beautiful new world" will also serve as an advertising song for endorsement companies.

But a month later, Gao Feng died of an unfortunate attack, and the endorsement contract was a dead letter.

< /p >

Gao Feng, who is only 35 years old, has gone all the way to the great river with a song "big China". Hao man's suit is looking at his popularity in the past. P has put out an olive branch to him.

Originally wanted to take his popularity to a higher level, but never thought Gao Feng suddenly left, so Hao man suit can not say.

Because when Gao Feng signed the contract, Gao Feng was still good, and the other side did not deliberately deceive or break the contract. Hao man suit could only admit his bad luck.

Although Gao Feng has taken some promotional films for Hao man when he was alive, but people are gone, who will be willing to propagate with the fame of a dead person? < /p >

< p > the most dangerous risk: Star scandal < /p >

< p > Mao Ning, who was born in sports, went through the north and south of the river with a sound of "the sound of the waves".

In 2000, Mao Ning launched a homosexual scandal and spread all over the country. Suddenly, the image of Mao Ning's health and sunshine was swept away.

The homosexual incident made its endorsement only two months in Zhejiang, a target= "_blank" href= "http://www.91se91.com/" > dress > /a > abnormal, so the enterprise had to stop all sponsorship and advertising activities, and the sales promotion leaflet which had been pported to the commercial establishments such as Wangfujing, Xidan and Xidan was recalled very quickly.

At the same time, the incident also made the boss of Kerr dress suffer from celebrity phobia. For a long time, he did not dare to invite celebrities to endorse advertisements.

< /p >

< p > the most embarrassing risk: celebrity scandal < /p >

< p > there are gossip about celebrities, and more celebrities borrow their gossip to make a place. The companies that seek celebrity endorsements are also happy to gain popularity in the high exposure rate brought by these scandals.

However, this year's "pornographic door" incident, which has caused the world's chicken and dog, has made celebrities and enterprises talk about scandal.

< /p >

< p > because the erotic photos of Edison Chan and many female artists in Hongkong have been widely disseminated on the Internet, so that many images of A Jiao and Cecilia Cheung, who are caught in the whirlwind of gossip, have fallen sharply.

On the Internet, there is a large number of "Convening posts" that resist Edison Chan, A Jiao and others, including Pepsi Cola, CONVERSE a target= "_blank" href= "http://www.91se91.com/" > shoes, /a industry, Semir apparel, Mentholatum cosmetics, Adidas sportswear and other famous brands.

Let many enterprises involved miserable.

{page_break} < /p >

< p > the most exasperating risk: celebrities don't choose words, /p >

< p > as the western media commented on Shharon Stone's "like an idiot", Shharon Stone, in an interview with the sixty-first Cannes Film Festival, described the 5. 12 Sichuan earthquake in China as an interesting thing, and implied that "Sichuan earthquake is a karma for Chinese people".

With this remark, Shharon Stone immediately became the target of public criticism and the Dior brand he endorsed.

< /p >

< p > the target customers of Dior product line are mature, intelligent and beautiful women. But netizens think that from Shharon Stone's remarks, they do not see any maturity, intelligence and beauty, but they feel that she is cold blooded and ignorant. Such a person is simply not suitable for Dior image spokesperson.

Therefore, some netizens said that if Dior did not withdraw Shharon Stone as spokesperson for the image, they would launch a boycott of Dior's signature.

< /p >

< p > under the situation of increasing resistance, Dior headquarters in China has to open three hotlines to receive complaints and opinions from consumers, and has urgently replaced the Chinese light and billboards with the image of Shharon Stone.

This prestigious French "a href=" http://sjfzxm.com/news/index_h.asp "brand" /a, which has enjoyed a high reputation among the high-end crowd, is the first time because the image spokesperson has not been able to speak in public.

< /p >