Celebrities, Products, and Presentation Styles: A Content Analysis of Celebrity-endorsed TV Commercials in China

Celebrities, Products, and Presentation Styles: A Content Analysis of Celebrity-endorsed TV Commercials in China

244 pages· 2009· ISBN 9781109111286
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This study represents an initial effort in exploring the use of celebrities in Chinese advertising. It generates some important unanswered questions that future content analyses and effectiveness studies of celebrity advertising can dive into.

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