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Characteristics of the ambassadors: gender, old and field of movement On the 14 advertisements analyzed 9 (64%) show male ambassadors and 5 (36%) show female ambassadors. The visuals illustrate merely one person; it enhances the concept of individualism. Among the women, 4 (80%) are young adults and 1 (20%) is an adult. For the men, 5 (55%) are young adults and 4 (45%) are adults. Globally, there are 9 (64%) young adults and 5 (36%) adults. There is not senior in Omega's advertisement. The Rolex seadweller replica choice of young ambassador expresses Omega's will to be recognized at the youth. Figure 40 shows the domain in which Omega is vigorous via the use of its ambassadors. The maximum important domain is the show business. This field encompasses actors, altitude models and singers and represents 4 (28.6%) advertisements. Then swimming corresponds to 3 (21.4%) advertisements, navigating and golf are each pictured on 2 (14.3%) advertisements. Finally, tennis, surf and motor amusements encompass each 1 (7.1%) advertisement.

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Figure 45 shows that each domain represents essentially one of the three attribute. Beauty is pictured with 4 (80%) ambassador coming form the show business and 1 (20%) ambassador of the world of tennis. Hedonism is represented with the Rolex gmtmaster replica use of the surf (1 ad, 25%), sailing (2 ads, 50%) and golf (1 ad, 25%). Finally, victory is related with swimming (3 ads, 60%) motor sports (1 ad, 20%) and golf (1 ad, 20%) Key discoveries Omega has an important number of celebrities active in the domain of show business. Anna Kournikova has been classified in the "tennis" domain but she is not promising to be used as such, considering her mean results on the field. Therefore, even although she is a tennis actor, she can be used as a membership of the show business. What is extra, the "show business" celebrities can not be considered as the most settled one. First of all, ambassadors from the show business might be difficult to manage and their hereafter behavior is usually unpredictable. As an sample, Anna Kournikova is often the target of paparazzi and her holiday pictures are often base on the front sheet of weekly.

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Therefore, publicity and mark picture developed with this diplomat might be tough to control for the Rolex yachtmaster duplicate corporation. Nevertheless, Bush et al. (2004) recommend that Anna Kournikova belongs to the athlete that can favorably affect generation Y . Celebrities in the show affair could be compared to a vogue phenomenon: one namely a star today and morrow is forgotten. Brand is a phenomenon that ought find its roots in period, which is pretty much the opposite of fashion. Therefore, Omega rightly chooses to use multiple endorsements in order to dodge reliance above one ambassador and diversify its hazard of a wrong somebody away.

Finally, beauty is incarnated by women in 4 (80%) cases and by men in 1 (20%) case. Proportion is no respected; the Rolex masterpiece replica repartition of the gender among attributes follow prevalent interpretation of male and female tasks: women are pretty and men are lusty, they attain victory. Figure 44 shows the proportion of adults and young adults that is used to represent each of the attributes. Considering actual proportion of young adults and adults, each attribute should contain, respectively 64% and 35%. Victory and beauty are represented 3 (60%) times with young adults and 2 (14.3%) times with adults. Hedonism is represented 3 (75%) with young adults and 1 (25%) time with an adult. Proportions are close to be respected; it method that Omega uses ambassadors homogenously among attributes. The three assorted attributes are represented buy young adults and adult.

Omega is present in numerous domains, but each period with a small number of celebrities. The Rolex prince replica essential presence in show business confirms that Omega ambitions to fascinate attention on the brand in order to increase the brand awareness amid purchasers. Domains of Celebrity endorsers for Omega Figure 41 shows that a bulk of the commercial (4 ads, 35.7%) shows male young adults. Female youth adults and males adult arise equally on 4 (28.6%) visuals. Finally, there is 1 (7.1%) advertisement showing a feminine adult. Figure 42 shows the repartition of the attributes among advertisements. Hedonism is shown on 4 (28.5%) advertisements. Victory and charm are each accustomed for 5 (35.7%) of the Rolex milgauss replica advertisement. Frequency of attributes for Omega Figure 43 shows the repartition of the gender for the attributes. In order to esteem, actual proportions, each attribute should encompass nigh 60% of man ambassadors and 40% of woman ambassadors. Victory is pictured as a male notion with 5 (100% of the victory ads) advertisements associating victory with a male ambassador. Hedonism is pictured with the use of male in 3 (75%) cases and matron in 1 (25%) case.