Abstract des Autors

Amateur sport heroes have been courted to endorse recreational equipment. As the first product for mass-consumption to emerge from sport and recreation, the bicycle was subject to pioneering promotional activities, especially during a market slump in the late 1890s. Notable cyclists were approached to recommend equipment. In Australia, campaigns to broaden the use of bicycles at the expense of horses included the sponsorship of cross-continental cycling adventures. Dunlop, the tyre manufacture, was a pioneer in negotiating a strategy that kept up appearances of amateurism, and meshed with Australian concept of manhood. However, it first met with comical disasters as it sought the right promotional formula. Verf.-Referat