Sharon Stone, star of the event reflects the high risk of brand endorsement.

<P> Keywords: Sharon Stone Dior risk endorsement from abusive incident, to resist, "Sharon - Stone," the voice heard. .With global influence as a sexy actress, the earthquake in China's "karma" argument, was to the majority of Chinese consumers, and even harsh criticism around the world. .With Sharon - Stone image of a fall into the valley, Dior brand public relations department also made a panic, emphasizing its "do not support any remarks hurt the feelings of Chinese people", "support for the reconstruction to be" attitude, but also .the "Sharon sacked - Stone" hastily put on the agenda the issue. .And issued a public statement will be the image of advertising in China, all of Sharon removed. .(Event full review) </ P> <P> no doubt that Dior had to think about, when the "sexy" and "character" of conflict, whether the direction where the brand? .</ P> <P> Sharon mouth trouble, acute withdrawal of endorsement Dior image </ P> <P> Age ≠ mature; IQ ≠ wisdom; sexy beautiful ≠ spokesperson should be selected according to what criteria? .</ P> <P> 2005 by the end of the media in the face of Dior president declared: We chose Sharon Stone - Stone, because she was popular in the world are in doubt age 40, still has a beautiful and charming .face, full of intellectual and independent. .Later, Sharon - once Stone's endorsement Dior perfume, watches, skin-care products for such diverse products, skincare advertising slogan is "maturity, wisdom and beauty" and become "international signed advocate" (the responsible Dior .human language.) .</ P> <P> and Sharon Stone - Stone's recent remarks, completely subverted its "mature, intelligent and beautiful" image. .Reporters, inadvertently peeled off the mask manufacturing of commercial packaging, it was discovered that has been deceived. .There is no doubt true humanitarian disasters and under the age of people came to realize that is not equal to maturity, intelligence does not equal wisdom, sex does not equal beautiful. .Difficult brief angry consumers, businesses quickly pulled on Sharon - Stone of all publicity materials. .</ P> <P> should be said that Dior's attitude is praiseworthy. .Nevertheless, despite the Dior argued that Sharon - New Stone, spokesman for non-season, but consumers are still uncomfortable. .Dior and its services, the media, are like accomplices, and Sharon - Stone with deceiving the whole world. .Crisis of Dior continues to be, no doubt, the Chinese people's feelings need to be fully respected, and become a public relations crisis management of this most basic principle. .</ P> <P> So, behind this image of subversion, but also exposed the brand endorsement that the drawbacks of the art of brand communication. .In fact, in recent years, this issue has also sparked a number of brand managers think, then, how should help to make the brand famous high-speed development? .</ P>.