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Erschienen in:
2016 | OriginalPaper | Buchkapitel
I’m Friends with Louie the Fly, not Mortein: Conceptualising the New Brand Relationships on Social Media
verfasst von : Kate Letheren, Kerri-Ann L. Kuhn
Erschienen in: Looking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing
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Spokes-characters are ’…animated beings or objects, created to promote a product, service or idea’ (Phillips 1996, p.155). They were first used in the late 1800s when they emerged as registered trademarks, but the use of spokes-characters for marketing communications has since grown, owing to their ability to remind consumers about a product, transfer positive associations to a brand, and give a corporate company a more ’personal’ face (Callcott and Lee 1995). One example is the Michelin Man, who has served as spokes-character for Michelin tyres since 1898, after starting out in print advertising.