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22-year-old hundler Liu Xiang may be China's greatest track and field athlete．His image has recently appeared in advertisements for the Korean car company Kia's Qianli Ma model．Qianli Ma means a kind of horse that can run more than one thousand miles in a day．Early this year, Yao Ming became McDonalds' global brand ambassador(全球品牌代言人)．He took the place of another NBA star, Kobe Bryant．According to the president of McDonalds,“Yao brings all of the qualities that McDonalds needs．”
In China, before 2000, athletes seldom appeared in advertisements．Most advertisers preferred using movie stars and entertainment celebrities(名人)to advertise their products．
But this has changed in the last four years, most due to three factors．First of all, Chinese people are paying a lot more attention to sports, sine Beijing was selected as the host city of the 2008 Olympic Games．Secondly, compared with movie and music stars, athletes look healthier and sportier, and they seldom get involved in scandals(丑闻)that often put other entertainment celebrities on the front pages of newspapers．Finally, except for superstars like Yao Ming, athletes are cheaper than movie stars．
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