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ex Rolex has a true strategy of multiple somebody endorsement and sponsorship strategy. As one sample, in array apt appraise how much every celebrity and accident namely accustomed, 71 exemplars of 15 alter journals addition a Rolex advertisement (including the titles Bazar Singapore, Bloomberg Markets, Elle US, Female Malaysia, Forbes, Fortune, GQ Deutschland, GQ America, Le Point, Newsweek International, Vogue Deutschland, Vogue US, Tatler, Time Europe, and Vanity Fair) have been read from Mai 2003 to Mai 2004. Even although the main amuse of this study namely principally above somebody and event use, every four different types of advertisements (penetrate Annex VI: Rolex commercial) have been counted in mandate to evaluate variety of commercial use. 34 (48%) advertisements were celebrity advertisements, 25 (35%) were product advertisements, 8 (11%) were events advertisements and eventually the final 4 (6%) were dedicated to the philanthropy themes. Among the 34 celebrity advertisements, 26 different testimonials were used in 28 different layouts (2 personalities has been used 2 times merely with a different txt and picture), leaving merely 6 times the exact same advertisement. The product advertisements were showing 21 different models, in 23 different layouts, leaving only 2 times the quite same advertisement. The advertisements regarding events and charity were all different. Table 5 summarizes this information: As it has already been said, Rolex has a very muscular experience in celebrity endorsement. Its origin goes back to 1927 while Mercedes Gleitze swam along the English Channel and her appoint was associated with the brand. Since that time, Rolex has forever tried to be characterized by personalities who are true doer with strong moral values. The main theme of communication is personal achievement. Another important notion inspected in many advertisements is adversity. In truth, the personality has to fight in order to be victorious and the war is no cozy, one need to have the will, the resolve, the artist and/or go hard in order to succeed. The challengers can be the nature, the other opponents or even oneself (in the case of the adventurer who works further its own limits). Decomposition of the advertisementMore technically speaking, for Annex VI: Rolex advertisement shows, the actual layout of the advertisement war, designed by The J. Walter Thompson Agency , is presenting a picture of the personality usually in his environment subjugating approximately one third of the sheet, and, beneath it, a head sentence written in huge letters followed by a very nice text summarizing the achievements of the testimonial (with not mention of the watch; the testimonial is not even always dressing it). At the bottom of the proclaiming, the watch is shown in the centre and the logo is on the right. Finally, the background's color is the corporate green of Rolex. The advertisement is presented in a course that 1st the picture and the brain sentence will attract the reader, then, equitable later reading the text [link widoczny dla zalogowanych], the eyes of the reader will see the see and the logo and little by little fabricate an federation between "attainment, going beyond physical limits and venture" (as the advertisement text presented in the afterward paragraph) and Rolex in its memories. Memory is usually described using nodes and correlates. The stored information (nodes) is connected by the links which can different in strength. Keller (1993) describes the process of activation of the nodes: "A spreading activation process from knot to node determines the amplitude of retrieval in memories. A node becomes a pote