The athlete's image: advertising in World Cup's year (Germany - 2006)

Abstract

Knowing the concise bond between economy and sport, the image of players is a reference for selling brands and products through advertising campaigns. Endowed with charisma and talent, these athletes exert allure on the viewers. The act of turning the athlete into a myth is something created and supported by the media, which aims mainly to put the sports market into motion. Thus, the advertising increases significantly the sale/purchase of products, turning the soccer's spectacle into an industry that transforms habits and cultures. This article intends to analyze how this process occurred during the World Cup in Germany (2006).