英语翻译Given that the use of celebrities in advertising campaig

英语翻译
Given that the use of celebrities in advertising campaigns often incurs high costs,advertisers expect that these qualitative benefits may be turned into positive economic impacts .Although the benefits identified above generally relate to product awareness,they are an important prerequisite for the final purchase decision.In order for these advantages to be realised,the characteristics or attributes assigned to the product or brand must match the celebrity’s characteristics or personality.If the endorser does not complement the product,brand or advertising theme,the campaign is unlikely to be successful .Thus,the selection of the ’right’ celebrity is a crucial component for the effectiveness of celebrity endorsement.It can be argued that the Paul Hogan campaign in the 1980s was so successful because the image of Australia and Australians that was portrayed coincided with the perceptions that potential visitors held of Australia .This example shows that the choice of celebrity is critical.They need to be able to encourage the perceived connection with the public to attract the potential tourist’s attention.At the same time,they must also represent the destination image.Further,it has been recognised that a destination is more likely to be chosen if the destination image matches the tourists’ selfimage.Consequently,celebrity endorsement in tourism advertising requires a threefold match between destination image,celebrity image and the tourist’s self-image.If this is not achieved,a dissonance between the tree elements may occur that hinders the effectiveness of celebrity endorsement.
While it is generally agreed that celebrity endorsers should match the product they promote ,the relation between the product and the endorser’s profession is not always evident.For example,the sponsorship of sports professionals may include the celebrity’s appearance in promotional material that relates directly to their profession but it may also include the endorsement of products for which the connection is not apparent.These two aspects are evident in golf player Tiger Woods’ promotion of sports apparel and his endorsement of a brand of razors.In a tourism context,close links between the celebrity and the endorsed destination may exist,especially when the endorser is a member of the tourism industry.This is the case in Australia’s Caloundra region that has enlisted the support of Terri Irwin for their recently launched campaign .Terri became a celebrity after the death of her husband ‘Crocodile Hunter’ Steve Irwin and manages Australia Zoo which is located in the Caloundra region.

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考虑到使用名人的广告战中经常招致高成本, 广告商希望这些定性的利益变成积极的经济影响.
虽然普遍认为产品的好处与产品的知名度有关,但是它们仍是是决定最终购买决定的一个重要的先决条件
为了让这些积极的影响得到实现,广告在某种产品或品牌的特性或属性必须匹配名人的个性或者特征
如果代言人很好地诠释产品,品牌或者广告的主题,这个活动就意味着失败.
因此,选择的一个“对‘的名人是保证名人代言有效性一个关键.
可以这样说,保罗霍根品牌战役在1980年代之所以如此成功,是因为澳大利亚和澳大利亚人的塑造的形象正好和澳大利亚潜在客户的理解相符.这个例子说明了名人的选择至关重要.他们需要通过鼓励品牌理念与公众认知结合来吸引潜在客户的关注同时,他们必须展示目的意象.而且,如果目的意象与客户对产品的印象相符合的话更容易被选择这个观点已经被认可. 因此,名人代言的旅游广告要求目标意象,名人印象,旅游者自己心中的定位三者相符合.如果不符合,这三个元素会导致名人代言效果的失效.
再问： 亲，还有一段。。。
再答： 当普遍认为名人代言应与他们推广的产品相符合的时候，产品与代言人声明之间的联系不是那么显而易见。例如，专业运动产品的赞助广告可能不仅包括了名人促销资料中与他们擅长的领域关系密切的形象，还包括产品代言人与产品的一些不明显的联系 高尔夫球员老虎的推广运动服装和自己代言的品牌剃须刀是这两个方面的例子。而在旅游业方面，名人与他们代言的目的的密切关系可能存在，特别是当代言人是旅游行业的名人。 这种情况在澳大利亚卡拉德拉地区表现在特丽他们最近推出的活动，在丈夫'鳄鱼猎人'史提夫死后，欧文特丽成为了坐落在卡拉德拉地区的澳大利亚动物园的代言人。