Sports Stars as a Means of Brand Communication in C?te d’Ivoire

• 作者: Ouattara Katia
• 来源期刊: 新闻与大众传媒:英文版
• 学科: 文学
• 关键词: communication SPORTS STAR ADVERTISING media SEMIOLOGY
• 年，卷（期）: 2019,（4）
• 页码范围: 176-189
• 页数: 14页
• 分类号: H31

摘要

The growing interest of Ivorian companies in sports celebrities has led us to conduct research on sports stars as a means of brand communication in C?te d’Ivoire.This work,based on a semiological reading,reveals several persuasive strategies used by advertisers to seduce consumers:The use of sports celebrities as spokespersons for brands and above all as promoters of products because of their youth,elegance,and notoriety.These promotions are most often made from the competition areas where they work.Due to the low literacy level of the population,we are witnessing the use of simple language,etc.