the presence of ex-athletes in advertising an study … · the presence of ex-athletes in...
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The presence of ex-athletes in advertising An study of Spanish case
Joaquín Marín Montín University of Seville
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Current athletes in advertising
3
Testimonial Advertinsing not only in sports
4 Subject to control and regulation
Ley Orgánica 1/1982, de 5 de mayo, de Protección Civil del Derecho al Honor, a la Intimidad Personal y Familiar y a la Propia Imagen.
Ley 34/1988, de 11 de Noviembre, General de Publicidad. Texto consolidado, 27 de diciembre 2012.
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Advertising phenomenon of athletes
Other countries
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1) Distinguishing elements of the advertising featuring ex-athletes in the recent Spanish context.
2) Analyze what values embody the selected ex-athletes vs active athletes.
3) Audiovisual treatment of the character who presents the product/brand.
Objectives
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§ Social sciences Scope § Descriptive and interpretive approaches § Review literature of the topic § Content Analysis § Sample: 8 TV Commercials/ spots (2011- 2013 1st Quarter)
Methodology
8 Brand Year Product / Sector
Ex-athlete/s Age (Adv)
Sport
Regal 2011 Insurance Epi 52 Basketball
Banco Popular 2012 Pension plans J.Carballo 36 Gymnastics
Banco Sabadell 2013 Bank account L. Figo/ L. Enrique
41 43
Football
Normon 2012 Pharmaceutical M. Santana 75 Tennis BMW 2012 Automotive S.Herrero
J.Iturriaga 36 53
Speed Skating
Danacol 2011 Feeding M.Indurain 47 Cycling Mapfre 2012 Insurance
A.Nieto / J.Aspar
65 50
Motorcycling
Somatoline 2013 Pharmaceutical
C. Moyá 36 Tennis
9 Brand Format Medium Duration Shots Location Other Regal
spot TV 20 secs. 14 Indoor
Banco Popular spot TV 30 secs.
20 Outdoor Aerial shots
Banco Sabadell
spot TV 40 secs.
11 Indoor B/W
Normon spot TV 30 secs.
16 Virtual set Chroma
BMW hybrid Internet 3 min. 50 secs 70 Outdoor
Danacol spot TV 30 secs.
14 Outdoor
Infographics
Mapfre spot TV 30 secs 21 Outdoor
Somatoline spot TV 15 secs.
11 Outdoor
Infographics
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Sample Analysis
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Results and Discussion
12 Epi
REGAL
J.Carballo
BANCO POPULAR
L.Enrique /L.Figo
BANCO SABADELL
Manlo Santana
NORMON
Sheila Herrero
BMW
Miguel Indurain
DANACOL
A.Nieto / J.M. Aspar
MAPFRE
C. Moyá
SOMA- TOLINE
Security x x x x x x x
Fellowship x x x
Effort x x x x x x x
Perfection x
x
x
Discipline x x x x x
Risk x x x x
Courage x x x
Improvement
x x
Prevention
x x x x x x
Healthy Living x x x
* Data: The Values of Sports - Advertising messages
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1) Sporting values are still present in the advertising messages analyzed in the Spanish context.
2) The choice of characters is determined not only by its sporting results but also the type of personality and charisma that sorrounds them.
3) Brands seek to show positive aspects of sports.
Final Remarks
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4) The target audience is different and it requires a method that describes other aspects. . 5) From audiovisual language point of view, slower rhythm is observed in the messages where emotional component is higher.. 6) Propose comparative researches with other countries in order to find new elements in advertising messages..
