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Products Promoted By Key Opinion Leaders Has Low Credibility

出自香港新聞網 - 樹仁新傳系學生實習習作

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Reported by Chow Tsz Ching

With the advancement of the technology, the advertising field is full of changes. Advertisers have to catch up with the trend and brainstorm new ideas to stand out from the crowd. “Advertising is an art and a science.” Angela Ng, the Executive Director of the Association of Accredited Advertising Agencies of Hong Kong said.

Speaking at a talk in Hong Kong Shue Yan University, Executive Director of the Association of Accredited Advertising Agencies of Hong Kong, Angela Ng thinks that key opinion leader has little value on the promotional product and their promotion should be regulated under laws as they have low credibility and may mislead the customers.

In USA, the promotional campaign of key opinion leaders is under supervision and the government has set up laws to regulate the content and promotional ways of these key opinion leaders. Some people doubt whether Hong Kong government should follow suit. Ng thinks key opinion leaders are fake and have no actual value. Since they are sponsored with products and money, they will not share the subjective views on a product. Hong Kong government should take the laws regulated in the US as reference in order not to mislead the online viewers and affect the benefit of the general public.

Tax evasion incident in China has been a hit. Ng believes that the economic value of celebrity is high which she faces the same situation with her clients. “When I handled projects with clients in mainland China, they mostly requested to use Fan Bing Bing as the character because mainlanders do trust on the celebrity effect.” She said. Even some Chinese actors are under investigation, advertisers will still use celebrity as their selling point. The value of celebrity will not be reduced after the opposition from the Central government. --165030 2018年10月10日 (三) 02:22 (CST)

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