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

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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..

Thank you very much

Mange tak!

jmontin@us.es