Advertising started playing an active role in the economy of developed societies from the early 1930s. From that period of time advertising was connected to celebrities (Patti and Frazer, 1988). Celebrities acted as spokespersons, in order to advertise and promote products, services and ideas. Those celebrities came from the art scene, modelling, sports and the movie industry. The first advertisers used celebrities as pioneers in order to dictate trends. Today advertising strategies, which involve celebrities, are becoming more and more sophisticated and complicated.
Sport celebrities in advertising
The important role of sports in people’s everyday life could not leave advertisers unaffected. Sport spectators, participants and athletes are appealing target groups for companies which wish to sell them new products and services.
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