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hodology The 14 ? celebrity endorsement ? advertisements have been taken from the website 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 one secondhand in journals and newspaper. As for Rolex, only the celebrities have been taken into list. Each visual has been classified according to the following criteria: name of the celebrity, gender (male, feminine), age (juvenile mature, mature, senior), role (swimming, tennis, show commerce which encompasses performing, singing and modeling, golf, surf, navigating and motor amusements) and attributes use for the transfer of image from the celebrity to the brand (victory, loveliness and hedonism). The attributes are careful in extra details on sheet 84. The lyricist for well for 1 other researcher coded the 14 advertisements along to the on criteria. The intercode stability has been computed with the formula of Perreault and Leigh (1989) and approaches 94% as the attribute and 100% because the name, gender, role and age of the celebrity. The unique ambassador namely was coded differently by the two researchers on the item "attribute" was identified and, behind discussion, a general attribute was chosen. It has been decided, for this learn, to use only the celebrities. Nevertheless, there is 3 momentous theme, space, co-axial escapement and James Bond that are not characterized by real personalities on the advertisement merely played and are still playing an important role in Omega's communication strategy. First, Omega's Speedmaster prototype becomes famous after creature worn on the moon by astronaut Neil Armstrong and being the alternative of NASA. Now Omega still has two astronauts as ambassadors (Captain Eugene Cernan and General Stafford) who are presented during Omega events merely 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 prototype. The premier product nestle was in "Goldeneye" (1995), showing Pierce Brosnan's premier arrival as James Bond, and with a true role thanks to the laser pistol that is incorporated in the watch. Omega's partnership will persist with "Tomorrow Never Dies" (1997), "The World is not ample" (1999) and "Die Another Day" (2001). The brand can use James Bond's advertisement only during certain times of time (before and after the launch of the movie) and is accordingly not a consecutive theme of notifying. Finally, Omega developed, with professional horologist George Daniel, the co-axial escapement. Here anew, George Daniel is an ambassador of the brand but he does not appear on the advertisement, instead of his name appears the advert "co-axial action". Here afresh, George Daniels is constantly associated with Omega events. As it has been said, the advertisement caring James Bond can no been used always year long and the space theme as well as the co-axial escapement are marginally used liken to super star Cindy Crawford and Anna Kournikova and formula 1 racer champion Michael Schumacher. Therefore, the clash on the overall results will be small. Attributes DescriptionBeauty In this circumstance [link widoczny dla zalogowanych], the celebrity is usually one attractive super star. It is tough to define a information that is bring to the customer. The idea here is especially to mushroom the notoriety and attract the care on the mark thanks to the celebrity and the attractiveness of the ambassador. HedonismHere, the fancy is