An Analysis of the Image Repair Strategies and Effects of Five Male Public Figures' Sexual Scandals.
| Autor: | PI,WAN-CHUN, 畢婉君 |
|---|---|
| Rok vydání: | 2016 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 104 Celebrity marketing is a strategy featuring a famous person to offer an endorsement of a product. This famous person might be an actor, musician, athlete, author or chef. Using celebrity endorsers has become one of the most prevalent marketing tools in advertising. For example, celebrity endorsers have the ability to catch audiences’ attention easily and result in a better memorability for the ads. But it is not without risks. The potential risks of celebrity endorsement like negative publicity on celebrities may not only destroy the image of the celebrities, but also impact the brand. This research investigates whether different image repair strategies could help celebrity after male public figures' sexual scandals. The purpose of this study is focused on how those public figures use Benoit’s Image Repair Theory in the aftermath of public negativity and effects, which strategies are used and how they are used plays a major part in the outcome of a scandal. Research shows that in order to successfully utilize IRT, a public figure must utilize multiple strategies. Another factor to being successful is that one of the strategies used must be apologize. Findings also show that just only one crisis situations compare before. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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