The Use of Sports Celebrities in Advertising: Best and Worst Practices

Árpád Papp-Váry ()
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Árpád Papp-Váry: Budapest College of Communication and Business

from Óbuda University, Keleti Faculty of Business and Management

Abstract: When should we use an athlete, a sports star in advertising? Which type of product or service is best suitable for these stars to advertise? What can we expect from these ads? Who is the ideal sports star? Is it true that social media is going to transform this area as well? For our research we examined print ads and television commercials using famous athletes such as David Beckham, Cristiano Ronaldo, Rafael Nadal, Tiger Woods, Maria Sharapova or Serena Williams.

Date: 2011
ISBN: 9786155018121
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