大多數消費者的購買行為跟生活習慣，都受到廣告中的品牌或商品代言人所影響。然而在許多研究調查的結果也可以知道，人們對於名人代言的品牌或商品，不僅覺得有親切感，同時對於該品牌或商品的認知度也會較高。 使用代言人廣告為日本的廣告特徵之一。在日本的廣告，不論是什麼種類的商品，幾乎都會使用代言人廣告作為廣告表現的形式，不僅是國內的名人，他們也很常選用外國的名人作為品牌或商品的代言人。 本研究論文就日本廣告中使用代言人的原因、代言人對於消費者及商品間的魅力及影響力作探討，並分析目前日本廣告中品牌或商品代言人的使用狀況，以及代言人廣告與品牌或商品、與消費者的購買行動的相關性。並以軟體銀行(Softbank)跟資生堂TSUBAKI的廣告為例，就上述之結果來作分析與整理，進而指出在使用代言人廣告時的優缺點，以及所應當注意的問題。 According to some studies, consumer behavior and lifestyle are mostly influenced by brand spokesperson via advertising. Hence, we could assume that if a brand or product use brand spokesperson in advertising, it will not only make consumer more identify with the brand image, but also raise the brand awareness. Using brand spokesperson in advertising is one of the features in Japanese advertising. No matter what kinds of Japanese advertisement, brand spokesperson are presented as the main image in their advertising performance, especially using either domestic or foreign celebrities. Therefore, the thesis statement is to study why Japanese advertising using brand spokesperson, and the relations between the brand spokesperson in advertising and the consumer behavior. Besides, there will be two examples to support the research results and analysis such as SoftBank Mobile and SHISEDO TSUBAKI, and finally pointing out the advantages and disadvantages that using brand spokesperson in advertising, and some issues to be taken into consideration when using brand spokesperson in advertising.
