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Methodology The 14 « somebody endorsement » advertisements have been taken from the website www.omega.ch as of December 2004 and are obtainable in Annex XII: Celebrity and accidents secondhand for the content analysis as Omega. The layout of the commercial is accurate the same as the Rolex replica watches 1 accustomed in magazines and newspaper. As for Rolex, merely the celebrities have been taken into list. Each visual has been classified along to the emulating criteria: label of the celebrity, gender (man, female), age (juvenile mature, adult, senior), character (swimming, tennis, show business which encompasses deeding, singing and modeling, golf, surf, sailing and motor amusements) and attributes use for the convey of image from the celebrity apt the brand (victory, beauty and hedonism). The attributes are detailed in more details on sheet 84. The inventor as well as 1 other researcher coded the 14 advertisements according to the above criteria. The intercode reliability has been computed with the formula of Perreault and Leigh (1989) and reaches 94% for the property and 100% for the label, gender, character and age of the celebrity. The Rolex daytona replica solitary diplomat that was coded differently by the two researchers ashore the item "property" was identified and, behind debate, a mutual property was chosen.

It is complicated to define a message that is mail to the buyer. The motif here is especially to increase the notoriety and preoccupy the care on the brand thanks to the celebrity and the attractiveness of the Rolex submariner replica ambassador. Hedonism Here, the idea is to express the research of one's own pleasure. This conception is usually opposed to symbolic consumption. This attribute is usually not expressed through the use of a super star but with the use of a celebrity in a domain. This is,Tiffany Charms Are Usually in Accession With one Feature apt Additional Strengthen Your Style, for example, Ellen MacArthur enjoying the happiness of sailing on a beautiful day. Hedonism can be identified on the advertisement on the face of the ambassador: loosened and merry. Victory This final attribute expresses victory. Here it is usually used with successful celebrities such as Sergio Garcia. This Rolex airking replica attribute can be identified through the statement or the position of the celebrities that suggest victory. He can appear decided to conquer or it can shows through an explosion of pleasure. Results The results of the examined data are presented in the retinue sections. The afterward segment describes the characteristics of the ambassadors (gender, age and field). Then, the medley of the attributes with the other items is discussed.

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The brand can use James Bond's advertisement only during certain phases of time (before and after the launch of the movie) and is accordingly not a perennial theme of notifying. Finally, Omega developed, with professional horologist George Daniel, the co-axial escapement. Here another, George Daniel is an ambassador of the brand but he does not appear on the advertisement, instead of his name appears the mention "co-axial action". Here repeatedly, George Daniels is often associated with Omega events. As it has been said, the advertisement concerning James Bond can not been used entire year long and the space theme as well as the co-axial escapement are marginally used contrast to super star Cindy Crawford and Anna Kournikova and formula 1 racer winner Michael Schumacher. Therefore, the shock on the overall results will be small. Attributes Description Beauty In this circumstance, the celebrity is ordinarily an acceptable super star.

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It has been decided, for this study, to use only the celebrities. Nevertheless, there is three important theme, space, co-axial escapement and James Bond that are no represented by real personalities on the advertisement merely played and are still playing an important role in Omega's communication tactics. First, Omega's Speedmaster prototype becomes prominent after creature worn on the moon by astronaut Neil Armstrong and being the Rolex datejust Replica choice of NASA. Now Omega still has two astronauts as ambassadors (Captain Eugene Cernan and General Stafford) who are presented during Omega events yet they do no arise on the advertisement movement, instead the "space" theme is still used with advertisement mentioning "the only see worn on the moon". The second heading, James Bond, has assisted to increase the sales of the Omega Seamaster model. The 1st product placement was in "Goldeneye" (1995), showing Pierce Brosnan's first outward as James Bond, and with a true role thanks to the laser pistol that is merged in the watch. Omega's partnership ambition persist with "Tomorrow Never Dies" (1997), "The Rolex day-date Replica World is insufficient" (1999) and "Die Another Day" (2001).