Abstract
Often, sport professionals are chosen to promote sport products such as clothes or shoes, or just a brand in general. This is based on the fact that in this market, consumers need some icons to imitate, especially the younger generation, who seek a role model to shape their attitudes. This strategy thus tackles one of the characteristics of the market. The use of a robot for the body of the French football player Djibril Cissé tries to create a restricted conditioning of the person. Given the fact that the human eye usually goes from the top left hand corner to the bottom right hand corner, one first sees the head of Djibril Cissé, the robot, which is an icon of technology and eventually the shoes.
