This paper traces the development of sporting goods industry advertisingduring the first three decades of the 20th century. The study revealed four important lessons for contemporary sporting goods advertisers, First, advertisements establish the criteria that consumers use in determining product quality. Second, successful advertisers connect their message to the values and cultural concerns held by their audience. Third, successful advertisers present their products as representations of cultural values and as a remedy to social issues. Fourth, intangible cultural values and issues are made tangible by linking athletic stars and popular personalities with the product.
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