Advertising And Communication Strategies Of Spokesmen In The Context Of New Media

Nowadays,the phenomenon of commodity homogenization is serious,the audience pays more and more attention to the symbolic value of the commodity rather than the value of its use.Companies and advertisers are paying more attention to advertising endorsements than ever before in order to highlight the unique personality of their products and differentiate them from others.At the same time,in the age of new media,advertising spokesmen are more influential than ever,and advertisers are looking to shift the halo effect to their products,thereby drawing consumers’ attention,promotion of product sales.But as the influence of advertising spokesmen increases in the new media age,the risk increases.In the traditional media age,the audience can only see the image of the mouthpiece in front of the screen,the product and the spokesperson risk less,the representative image management is relatively simple.In the new media context,the choice and application of the spokesperson is much more complicated.Audiences can learn about advertising agencies and products from a variety of sources,and everyone is from the media,and consumers can post messages related to their endorsers and products,the image of an advertising agent and the product it represents risk more.And the new media era market segmentation,in order to broaden the channel of communication,advertisers tend to invest more money,but some have made huge investments and received very little in return.So it is very important to choose the appropriate advertising spokespersons and how to integrate and spread advertisements in the new media context.This paper mainly focuses on the analysis of spokesmen in the new media context.It is supported by public relations theory,image communication theory,brand strategytheory and new media theory,by using the method of literature research,sample analysis and inductive deduction,through combing the choice of advertising spokesmen in the new media context,the complexity of the image of advertising spokesmen and the problems of image modeling,this paper explains the problems of spokesmen advertising and advertising spokesmen in the new media context and puts forward some solutions.At last,the author summarizes the previous analysis,and puts forward the integrated communication strategy of the spokesmen from the aspects of consumers,spokespersons,media,products and so on.It is hoped that these analyses will provide some theoretical reference for enterprises,so that it can reduce the difference between pay and return and the serious loss when choosing the advertisement spokesmen and conducting an ad campaign.