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Ronaldo inspires every celebrity to be an 'undorser'

The Ronaldo episode is not likely to be the last, as many more celebrities may now want to make visible statements in support of causes close to their hearts

Topics
Cristiano Ronaldo | Coca-Cola  | UEFA European Championship

Sandeep Goyal 

Sandeep Goyal

The Oxford English Dictionary actually does not recognise the word undorser. At least not so far. Because it is a word coined by me. As a word that is the opposite, the antonym, of the word endorser. According to the dictionary, an endorser is “someone, especially a well-known person, who appears in an advertisement saying that they use and like a particular product” or “someone who makes a public statement saying that they support someone or something”. After Cristiano Ronaldo’s very public snub of Coke, the undorser will soon come to be defined as “someone, especially a well-known person, who publicly denounces the use of a product or brand, due to personal convictions or reasons of health, religion or life values”. The Ronaldo episode may have been the first of its kind, but his undorsement emboldened and Manuel Locatelli to emulate his actions — Pogba removed a bottle while Locatelli also put aside the Coke bottles in front of him at the after-match press conference. The Ronaldo episode is also not likely to be the last, as many more celebrities may now want to make visible statements in support of causes close to their hearts. More so, after the huge amount of global publicity garnered by L’Affaire Coke.

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First Published: Fri, June 25 2021. 22:41 IST
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