Methodology The 14 « celebrity endorsement » advertisements have been taken from the website www.omega.ch as of December 2004 and are available in Annex XII: Celebrity and events used for the content analysis for Omega. The layout of the advertisement is exactly the same as the Rolex replica watches one used in magazines and newspaper. As for Rolex, only the celebrities have been taken into account. Each visual has been classified according to the following criteria: name of the celebrity, gender (male, female), age (young adult, adult, senior), role (swimming, tennis, show business which encompasses acting, singing and modeling, golf, surf, sailing and motor sports) and attributes use for the transfer of image from the celebrity to the brand (victory, beauty and hedonism). The attributes are detailed in more details on page 84. The author as well as one 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 attribute and 100% for the name, gender, role and age of the celebrity. The Rolex daytona replica unique ambassador that was coded differently by the two researchers on the item "attribute" was identified and, after discussion, a common attribute was chosen.
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 not represented by real personalities on the advertisement but played and are still playing an important role in Omega's communication strategy. First, Omega's Speedmaster model becomes famous after being 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 but they do not appear on the advertisement campaign, instead the "space" theme is still used with advertisement mentioning "the only watch worn on the moon". The second topic, James Bond, has helped to increase the sales of the Omega Seamaster model. The first product placement was in "Goldeneye" (1995), showing Pierce Brosnan's first appearance as James Bond, and with a true role thanks to the laser gun that is incorporated in the watch. Omega's partnership will continue with "Tomorrow Never Dies" (1997), "The Rolex day-date Replica World is not enough" (1999) and "Die Another Day" (2001).
The brand can use James Bond's advertisement only during certain periods of time (before and after the launch of the film) and is therefore not a continuous theme of advertising. Finally, Omega developed, with professional horologist George Daniel, the co-axial escapement. Here again, 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 movement". Here again, George Daniels is often associated with Omega events. As it has been said, the advertisement concerning James Bond can not been used all year long and the space theme as well as the co-axial escapement are marginally used compare to super star Cindy Crawford and Anna Kournikova and formula 1 racer champion Michael Schumacher. Therefore, the impact on the overall results will be small. Attributes Description Beauty In this case, the celebrity is usually an attractive super star.
It is difficult to define a message that is send to the customer. The idea here is principally to increase the notoriety and attract the attention 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 concept 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,cartier love ring platinum buy, for example, Ellen MacArthur enjoying the pleasure of sailing on a beautiful day. Hedonism can be identified on the advertisement on the face of the ambassador: relaxed and happy. Victory This last 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 expression or the position of the celebrities that suggest victory. He can seem determined to win or it can shows through an outbreak of happiness. Results The results of the analyzed data are presented in the following sections. The next section describes the characteristics of the ambassadors (gender, age and field). Then,cartier love charity bracelet replica, the combination of the attributes with the other items is discussed.
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