Is beautiful square still hung the guo giant portrait advertising, the other side compartments, blue moon has held in Beijing for large press conference, declared the world -- spokesperson for outstanding female yanglan change
Just two years of sight, blue moon high exchange Angle reignite cosmetic washing trade enable star spokesperson topic.
Guo lead spirit?
Two years ago when signing guo, blue moon daring, also specially will signing ceremony set in Beijing national sports bureau spokesman center, in order to facilitate diving queen's arrival.
Attended the signing ceremony of the people are vaguely remember, Harper, guo still dressed applet, big talk "washing first preserved by". However, just two years later, blue moon in high-end five-star hotel held more grand signing ceremony, whether attending guest, media or dealer, are more than twice as much as two years ago, this time, they will sign be Yang LAN. It is reported, Yang LAN ferial paid, advertising endorsements is very high, the speculation, blue moon this flower either cost affirmation than please guo high.
Why replace diving queen? The industry is gossip about -- some say since Beijing Olympic Games after guo has been at "retreat" condition, seldom appears, fame greatly reduced, Others say that is because guo in recent years, and turn out too much scandal is entertainment gossip, negative image soar...
"Please sports stars endorsement that have certain risks, their fame easy come, easy go," public relations specialists LinJingXin analysis points: "can be seen, the blue moon abandon guo change Yang LAN, belongs to the brand upgrades of strategic needs, from star itself seems more elegant, Yang LAN, content, mature some, these advantages are guo doesn't have. Moreover, guo on the entertainment news on the negative image, also can make her spokesperson of goods by certain reputation effect."
However, the reporter on the Internet to do a little survey found that not a few net friend also don't sell yanglan zhang, someone directly to question: "are both don't have to wash the clothes, dai XiYiYe accommodation?" LinJingXin said endorsements often want to consider three aspects: the need popularity, correlation and star itself reputation. "Whether guo or Yang LAN, blue moon from starting consideration, as for visibility correlation degree, not necessarily each AD all need."
Cosmetic spokesperson mess?
Blue moon for Angle is only a fuse reignite the topic is, washing industry spokesmen qiqi is Gou leuciscus - made white XiYiYe spokesperson is zhou xun, when signing of time also is FengFengGuangGuang, then has been training-camp promos don't see and products are directly related to, Tide's spokesman is GuoDongLin, was also reviled for a big man, become a mother-in-law mother, sarcasm, from kf 15-year-old detergent to XiYiYe is almost the same...
"From the industry's point of view, cosmetic wash industries should be the first and the most professions, largely used star spokesperson, the earliest time made white is by the following the national market, then Chen pei si also ever find dancing stars YangLiPing, dai 'not hurting hands' detergent, these are relatively successful typical case." Who did not want to be famous insiders point out: "but the past few years, it seems, like walking retreat: some small cosmetics company please very high-end star, consumers are legalistic big star never have with this brand products; others wrong use star, as long as it is fiery red please, as a big brands BB frost, please the current and controversial actress's behalf, although only in network trial also attracted many disputes..."
LinJingXin, also said spokesman and brand are symbiotic relationship, spokesman for the promotion of brand of the contribution strength, but at the same time, a spokesperson for the reputation of also and brand is closely linked. "Jackie chan and overlord is a typical example, at the outset overlord earliest find Jackie chan do spokesperson, or a of lesser known local enterprises, as the years passed, Jackie will overlord to the national; but this year after the accident, Jackie itself improper also give overlord bring some negative effects, in turn affect brand." (LiXiaoLi)
正佳广场上依然挂着巨幅的郭晶晶头像广告，另一边厢，蓝月亮已经在北京举办了大型的新闻发布会，宣告天下———代言人换为杰出女性杨澜
正好是两年的光景，蓝月亮高调换角再度引发日化洗涤行业启用明星代言人的话题。
郭晶晶过气了？
两年前签下郭晶晶的时候，蓝月亮意气风发，还特意将签约仪式设立在北京国家体育局发言中心，为了方便跳水女王的到来。
参加了那场签约仪式的人都依稀记得，木讷的郭晶晶还是打扮得漂漂亮亮，首度开腔大谈"洗衣经"。然而，仅仅两年之后，蓝月亮在高端的五星级酒店里举行了更盛大的签约仪式，无论是出席的嘉宾、媒体还是经销商，都是两年前的两倍以上，这次，他们要签的是杨澜。据悉，杨澜平日出场费、广告代言费甚高，业内猜测，蓝月亮这次花的代言费用肯定比请郭晶晶高。
为什么换掉跳水女王？业界对此甚为八卦———有的说是郭晶晶自从北京奥运会之后已经处于"隐退"状态，很少现身，名气大降；也有的说是因为郭晶晶近年来绯闻太多，而且出来的都是娱乐八卦新闻，负面形象大增……
"请体育明星代言确实有一定的风险，他们的名气来得快，去得也快，"公共关系专家林景新分析指出："可以看出，蓝月亮弃郭晶晶换上杨澜，是属于品牌升级的战略需要，从明星本身看来，杨澜更为优雅、有内涵、成熟一些，这些优势都是郭晶晶不具备的。而且，郭晶晶在娱乐新闻中的负面形象，也会令她代言人的商品美誉度受到一定的影响。"
然而，记者在网络上做了一个小调查发现，不少网友也不卖杨澜的账，有人直接质疑："两个都是不用洗衣服的人，代言洗衣液合适吗？"林景新表示，广告代言常常要考虑三个方面的需要：知名度、关联度以及明星本身的美誉度。"无论是郭晶晶还是杨澜，蓝月亮都是从知名度出发考虑的，至于关联度，不一定每个广告都需要。"
日化代言人混乱？
蓝月亮的换角只是一个导火索，再度引发的话题便是，洗涤行业的代言人齐齐被诟勃——立白的洗衣液代言人是周迅，当年签下的时候也是风风光光的，然后一直被诟病广告片看不出与产品有直接相关；汰渍的代言人是郭冬临，也被诟病为一个大男人，变成一个婆婆妈妈、啰啰嗦嗦的人，从洗衣粉到洗衣液都差不多……
"从行业的角度来看，日化洗涤行业应该是各行各业里最早也是最大量用到明星代言人的，最早的时候，立白就是靠陈佩斯一炮打响全国市场，后来也曾找到舞蹈明星杨丽萍，代言'不伤手'的洗洁精，这些都是比较成功的典型个案。"一位不愿意出名的业内人士分析指出："但是这几年看来，好像走了退路：有些小的化妆品公司就请了非常高端的明星，消费者都心知肚明大明星压根儿不会用该品牌的产品；有的则乱用明星，只要是火爆的红人就请，正如某个大品牌的BB霜，请了目前还有争议的女星代言，尽管只在网络试行也引来了不少争议……"
林景新也表示，代言人与品牌是共生关系，代言人可以为品牌的推广贡献力量，但同时，代言人的美誉度也与品牌息息相关。"成龙和霸王就是一个非常典型的例子，当初霸王最早找来成龙做代言人的时候，还是一个名气不大的本土企业，几年下来，成龙将霸王推向了全国；但是今年出事之后，成龙本身的处理不当也给霸王带来了一定的负面影响，反过来影响品牌。"（李晓莉）
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