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The Impact Of Alcohol Advertising In Sport On Teenagers

1304 words - 6 pages


We all have seen how Alcohol has had a sizeable impact on sporting events. Sporting events such as the Heineken Cup In Rugby, The Guinness Autumn Rugby Internationals, and The Hennessy Brandy Gold Cup. The All-Ireland Senior Hurling Championship was called the Guinness Hurling Championship when Guinness was the main sponsor between 1995 and 2008. In England Liverpool FC were sponsored by Carlsberg and Heineken also sponsor the Champions League. These are just some brands that have become synonymous with sport.
This literature review will endeavor through the use of case studies and other scholastic articles to show how advertising within sport has an effect on Teenagers.

Advertising Defined

Advertising is mass media content intended to persuade audiences of readers, viewers or listeners to take action on products, services and ideas. The idea is to drive consumer behavior in a particular way in regard to a product, service or concept. Advertising can be defined simply as explained by Canadian born advertiser and copywriter John E. Kennedy - (1864-1928) an advertisement is "salesmanship in print."
Advertising today is a refined science. According to an article published in the Economic Times they classify advertising as
“Advertising is a means of communication with the users of a product or service. Advertisements are messages paid for by those who send them and are intended to inform or influence people who receive them.”
Why does alcohol marketing matter?
• It matters because alcohol marketing influences children and young people to drink earlier and to drink more
• It matters because young people’s alcohol use has a direct effect on their health, development and welfare
• It matters because young people are more vulnerable than adults to the effects of alcohol use, their drinking carrying an increased risk of harm

Evolution and Growth of the Industry

Analysis of US media by Centre on Alcohol Marketing and Youth (CAMY) (2003) Alcohol advertising on sports television 2001-03 found that the alcohol industry spent more than $540 million on advertising in sports programmes on television (Centre on Alcohol Marketing and Youth, 2003)., Washington:
Kerry O'Brien Head of Behavioral Studies at Monash University published a report in the start of 2013 called As a matter of fact, I’ve got it now’: alcohol advertising and sport. In the authors report he showed how in 2009, two of the world’s largest alcohol producers, Anheuser-Busch InBev and SABMiller, spent approximately $350 million and $212 million, respectively, on television advertising during US sporting events alone. That’s a combined total of $562m and $22m more that was spent in the CAMY 2003 report.
According to Alcohol Beverage Federation Of Ireland published paper (March 2010) spending on Alcohol advertising represents only 3.2per cent of total advertising in this country. The paper also notes that no alcohol sponsorship in Ireland is related to sports associated with...

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