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白百何被曝出轨后续:代言受损,猴菇从养胃变反胃

作者:佚名   发布时间:2017-04-13 09:20   来源:腾讯

  昨天中午,卓伟曝出酝酿了多年的重磅大料——“白百何出轨男模?!笔录⑸隽∈敝?,白百何代言的江中猴姑牌官方微博就迅速做出反应:该品牌微博马上撤换与白百何相关的所有宣传物料,并发微博称“传说中最尴尬的周三又来了”。而在该条微博下,网友已经炸锅,纷纷称,事件一出,白百何代言的江中猴菇不再养胃,而是让人反胃,还有不少网友,让品牌“赶紧换代言人”。白百何被曝出轨带来的后续效应已然显现。

   

  白百何代言江中猴菇

   

  从养胃到反胃,江中猴菇显尴尬

   

  白百何出轨的八卦新闻沸沸扬扬吵了一天,吃瓜群众们对陈羽凡心疼不已,连带着担心起了他们的儿子小元宝。不过在这当口,除了当事人,恐怕还有一批广告商也在着急上火。

  前几天白百何刚到真人秀《向往的生活》中做客,节目上嘉宾直接称呼她“米稀姐姐”,除去她是节目冠名商产品代言人这个因素,这个称呼也能看出她代言江中猴菇米稀的广告有多深入人心。

   

  江中微博迅速撤换白百何代言照片

   

  4月11日,江中猴姑牌官方微博的头图还铺满白百何的代言照片。而就在4月12日“周三见”后仅六个小时,江中猴菇牌就更换了和白百何有关的所有图片,并默默地发了一条微博:“传说中最尴尬的周三又来了”,虽然没有指明是回应白百何事件,但是能明显看出该品牌的尴尬与不满。而微博下面,更有网友毒舌评论道:白百何代言的猴菇,不养胃了,而是反胃。

   

  江中微博下,网友炸锅

   

  作为“80后票房女王”,白百何近年来的商业价值可谓一路看涨。据业内人士爆料,白百何目前的商业代言费用以百万计,长期代言费用更在500万上下。据不完全统计,白百何代言过的品牌有雅士利、君乐宝乳业纯享酸奶、GAP、自然堂、江中猴姑米稀、铁达时“念”腕表系列、伯希和等。目前确定仍在代言期的产品就有自然堂、江中猴姑米稀、香奈儿腕表系列等??晌绞谴右幌呱莩薮笈频饺沼闷芬煌蚓?。

  就在今天2月,白百何刚刚被Chanel签为腕表部门的中国区三位大使之一。从其所接的广告代言可以看出,白百何正在走上代言国际大牌之路。

   

  因为妈妈形象,白百何曾代言奶粉

   

  时尚圈人士称:白百何恐成香奈儿弃子

   

  在某财经杂志综合大数据评选出“2016年最具商业价值明星榜”中,白百何排名46位,在刘亦菲之后。而在界面?头条2017中国名人商业价值榜显示,仅在2016年,白百何的估算收入达到4780万元,排名第77位,排在其前的是薛之谦、刘亦非,榜首的范冰冰为2.44亿元。 这其中,既有白百何的片酬,也有很大一部分来自她的品牌代言和广告拍摄。

   

  近几年来白百何身价看涨

   

  对于被曝出轨事件是否会让白百何丢掉国际大品牌香奈儿等的代言,记者咨询了公关界人士,对方表示这也需要看双方的合约规定,除非合约中约定了出现此类事件品牌方有权单方面终止合约,否则,品牌厂商接下来的动作也需要双方协商,但他同时表示,“发生了此类事情,对品牌形象肯定是影响很大的,尤其是出轨已经触碰了道德底线?!?/p>

  而对于丑闻,不同商家对于代言人的宽容度也各有不同,比如在黄海波嫖娼丑闻发生之后,记者曾致电当时黄海波代言的品牌南极人,当时南极人品牌对此事并未避嫌,相关负责人表示,并不会因此事与黄海波解约,并且在事发后依然邀请黄海波参加活动。

   

  白百何代言香奈儿腕表

   

  而腾讯娱乐采访的另一位品牌公关高层透露,对于品牌方来说,如果代言人在代言期间出现重大负面新闻应该属于违约。一般品牌在和艺人签订合同的时候,都会在里面标明违约赔偿金的数额,一旦出现艺人违约,将要赔偿代言费用的一定百分比作为违约金,严重的情况下,品牌还可以直接向艺人要求更大金额的补偿,以弥补商誉受损带来的损失。

  对于品牌来说,代言人的形象就是品牌希望呈现在公众面前的形象,因此品牌都愿意选择“清清白白毫无黑点”的代言人,以提高品牌在公众心目中的公信力。

  不过赔钱就了事了吗?并没有这么简单!据品牌方透露,一般在代言人出现严重负面新闻后,品牌都会选择和代言人中止合同,另请他人,以便及时止损。

  被香奈儿选中作为腕表系列大使,这是白百何迈向高端时尚商业资源的重要一步。时尚界人士告诉腾讯娱乐,如果事态继续恶化发酵,恐怕香奈儿也会停止和白百何的合作,毕竟一贯爱惜羽毛的香奈儿曾经仅仅因为 VIP 客户不满,就终止了自己和李玟的合作。而一旦白百何成为香奈儿的“弃子”,恐怕她在奢侈品品牌中声誉也会大大受损。

   

  和老公陈羽凡捆绑捞金或成历史

   

  虽然近年来白百何与老公陈羽凡常常被曝出“离婚”“不合”等传闻。但是这在没有实锤的情况下,完全不影响这对夫妻联手捞金。白百何与老公陈羽凡曾经参加过最热的综艺节目《奔跑吧,兄弟》,节目中,二人嬉戏打闹,宛若热恋情侣,白百何还对老公陈羽凡说:“想不想再生个妹妹?”

   

  白百何和老公陈羽凡一起参加《跑男》(在线观看)

   

  而在广告代言方面,夫妻二人也没有闲着。白百何和陈羽凡就曾经代言过知名零食品牌脆香米,在广告片中大打夫妻恩爱,家庭和谐的感情牌。

  记者也了解到,按照广告行业的惯例,如果以夫妻或情侣身份捆绑拍摄广告时,广告合约内通?;嵋?,合约期内不允许离婚以及出轨绯闻。而脆香米或许也暗喜,此次“被曝出轨丑闻”没有发生在陈羽凡、白百何夫妇的合约期内。而业界人士也表示,只此一桩出轨丑闻,就足以断送白百何和陈羽凡日后合体捞金的所有可能性。

   

  夫妻俩捆绑代言,尽显家庭和谐

   

  对于艺人来说,一旦出现负面新闻之后的商业代言道路就未必平坦了。就拿“出轨队”来说,奥运观众林丹爆出出轨新闻后身价暴跌,林丹代言的四个品牌明确宣布不再和林丹合作;而陈赫虽然借着《跑男》的人气挽回了一些印象分,但是目前代言多数还是停留在手游、直播软件等网络产品层面,国民度不再。

  而“嫖娼队”的黄海波更惨,曾经被称为“国民女婿”的他一度代言多到手软,而且几乎是依赖国民好感度的产品,如汽车、保暖内衣等,自嫖娼丑闻出现,黄海波就此消失在了银幕上。

  对于白百何来说,此次对她打击最大的恐怕还是在商业代言领域,尤其是她今年作为“中花”的代表。所以说,明星始终是公众人物,就算为了自己的钱袋子,也要谨言慎行,不能太“放飞自我”??!

  

责任编辑:牛勇

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