Ex-deportistas y publicidad. Análisis del caso español

Abstract

Nowadays sports are present in many advertising messages. Traditionally most of these are made by famous sports icons that are active. But in these rough times of crisis many of ex-athletes are playing a new role. This paper analyzes their role in the recent Spanish advertising scenario. The main purpose of this research is focused in recognizing different features of these messages. The analysis was performed on 8 advertisements broadcasted between 2011 and 2013, focusing on eight major brands. This research showed what mostly of former athletes values are and how they present them in commercials and advertising field.