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mary of key discoveries Golf and art are the main domain used for advertising. The essential use of golf can be explained by the truth that it is played all approximately the earth (with the United States of USA and Japan leading) at around 50 million licensees and major competitions are emulated at around 100 millions viewers. Among them [link widoczny dla zalogowanych], some 60% to 70% can furnish it to purchase a elegance watch. Adult masculines are the most represented among Rolex's diplomat. It corresponds to Rolex's main customers. Rolex is using an important scope of generation in its advertisement. It enables the actual customers, who are growing age, to still recognize themselves in the brand and preoccupy new customers for well. What is more, emerging countries, inverse to Europe and North America, still nurture the idea that seniors are the most expensive generation of the society and that they are the guardian of knowledge. The maximum used attributes are "write history, being a legend" and "setting current standard". This is no a wonder for this attributes represent achievement best. Women are especially used to express sentiment and seduction while males are essentially used for their competence to go beyond their limits and become a fable. It shows a conservative vision of the use of men and women specifics. Rolex could use matrons in more innovative path without impairing its image of a "traditional" brand and thus see moreover the amenable market. For sample, Rolex could add, within its celebrities, female adventurers. Rolex use of the different generations of old corresponds to what one could anticipate in reality. The youth adults are especially representing the resolve, the enthusiasm and the seduction. This is the energy and the motivation of the youngster. Adults, thanks to their before hard go and dedication can set new standards as well as go one step further, attempting to go beyond their limits. More mature than juvenile adults, it is also the times of emotion. Finally, seniors are the legends. They have been through the two first steps (young adults and adults) and are now recognized for their achievement and remembered for their accomplishments. There namely not remove pattern to unravel the use of an particular domain with a particular attributes, except because the adventurers who are expressing the conception "working beyond one's limits". All the attributes intention to communicate the same message: fulfilment. The information is expressed independently of the domain or, in other words, entire the domains are accustom with all the attributes apt consolidate the message. It enables Rolex to clearly define its mark identity and territory and represents the unity of the campaign. Rolex covers many definitions of achievement and it makes the communication tactics quite malleable. Rolex could administer the brand identity via the appending or subtraction of the another attributes without changing the chief message. OmegaOmega, which lends his name from the 24 and final letter of the Greek alphabet, signifies attainment and follows too a multiple celebrity endorsement strategy. The slogan and theme of the tangible campaign is "Choice". The interpretations tin be manifold. It tin be a watch for every position and every cause in life. There is one Omega watch namely will suit to an nightfall dress and different one that can be used above a sailing voyage [link widoczny dla zalogowanych], etc. Another interpretation is the idea to heave the interpretation to an elusive level. Life is full of alternative, the customers, like the