Imagery. Integration of people. Developing imagery for Audi Sport follows one purpose: to create a tangible and vivid moment that carries a strong emotional appeal. In imagery, people play a supportive role and are generally rather used in BTL communication measures. • Motor sport protagonists Drivers, mechanics and team staff , whose attention is always focused on the vehicles • Manufacturing The emphasis lies on craftsmanship and technology, so people play a secondary role in image composition • Target group and drivers Predominantly male with visibly high self-esteem Audi Sport Style Guide | Tone of voice | Imagery 32