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Keywords: Robert Lewandowski Image marketing football reklama

KMT 2021 nr 4 Download PDF

The image of Robert Lewandowski in selected promotional and advertising campaigns from 2011 to 2018

Cite: , Wizerunek Roberta Lewandowskiego w wybranych kampaniach promocyjno-reklamowych w latach 2011–2018, "Kultura - Media - Teologia", 2021( 48) nr 4, s. 367-391.

DOI: 10.21697/kmt.48.16

Robert Lewandowski has become one of the best football players in the world in recent years. For many years, the Bayern Munich player has also participated in spots and advertising campaigns of different brands. The purpose of this article is to present the image of Robert Lewandowski in promotional and advertising campaigns in which he participated between 2011 and 2018. The analysis of selected spots or advertising campaigns and communication channels, thanks to which Polish football player promoted the products of the brands he advertises, will be presented here. The subject of the analysis, prepared on the basis of the categorization key drawn up earlier, will be advertisements and campaigns of four selected brands featuring the captain of Polish national team, which took place in the analysed period.

About authors

Wojciech Skucha

Uniwersytet Jagielloński

ORCID: 0000-0002-1720-9180


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