Introduction:
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...
... middle of paper ...
...ry, of the College of Psychiatrists of Ireland, called for a ban on all alcohol sponsorship, advertising or marketing. He said the drinks industry was targeting adolescent children, and sponsorship was linked to the early onset of alcohol use. In the same report Dr Bobby Smith, of Alcohol Action Ireland, said he asked his eight year old to name one tobacco brand but he was unable to do so. However, when asked about alcohol brands, his son was able to name Guinness and Heineken.
A report, by the Office of Tobacco Control (2006) on spending by Irish children, discovered that the common spend by 16 and 17 year olds on alcohol is €20.9 per week. This transforms as a total annual spend by Irish adolescents of 145 million euro. The international ESPAD survey (2009) of 15-16 year olds revealed that Irish school children displayed the highest rates of drunkenness in Europe.
Although this article does show the magnitude of the problem of teenage drinking, it doers not touch many people or clarify what we can do about it and the lack of clarity is an important factor that limits its impact.
There are an estimated 3.3 million teen-age alcoholics in the United States. Adolescents who begin drinking before age 15 are four times more likely to develop alcoholism than those who begin drinking at age 21. Youth who drink alcohol are five times more likely to smoke cigarettes, four times more likely to smoke marijuana and three times more likely to use an illicit drug. Teens that use alcohol tend to become sexually active at earlier ages. Teens who use alcohol are more likely to be victims of violent crimes such as aggravated assault, robbery or rape.
"Young People's Drinking." International Center for Alcohol Policies Meetings & News Press Releases Welcome to ICAP. 2011. Web. 22 Mar. 2011. .
Alcoholics that are trapped so deep in the spell of alcoholism are leaving a legacy behind for those who continue to make alcohol companies millions of dollars by ruining their lives, making the wrong investment every time they purchase a bottle of alcohol; to them an “alternative route” to mask any issues they might be encountering at a particular time in their lives, and to those alcohol-making companies they are walking fortunes—walking billboards. Advertisement ads for these products continue targeting not only the already alcoholics, but also targeting underage drinkers. These alcohol-making companies can argue differently and have sworn to not be so focused on targeting people under 21. “Alcohol advertisers have pledged to comply with self-regulatory codes designed to limit t...
Alcoholism comes with many problems and consequences that are dangerous for young teens. In America the average age for a girl’s first drink is thirteen, and for a boy it’s eleven. Young teens that drink are more likely to do with or
Underage drinking results in more than 4,300 deaths each year, and injuries requiring 189,000 emergency department visits. Such drinking is correlated with school problems, social difficulties, and unwanted and unprotected sexual activity.
Teenagers are constantly being educated on the seriousness of alcohol and the vast amounts of negative impacts it can have meaning every teenager understands the consequences to do with alcohol, however as we can see it hasn’t stopped underage drinking and I believe this pattern will continue into the future.
Information: Failure to provide good information (a public good) is a major cause of market failure and brings about the consequences of drinking alcohol hence reducing the efficiency of the market. Evidence suggests that advertising has strong detrimental effect on consumption, particularly for youth. (Saffer and Dave, 2003). The development of Markets promoting alcohol consumption benefits the industry groups however no such private incentives provide information that presents the negative consequences of consumption.
Currently, Great Britain is suffering from an epidemic of severe alcohol-related problems. Abuse of alcohol has grown drastically in the last few years, not only in legal drinkers but also in underage drinkers who are younger than
For every one alcohol abuse “don’t drink” campaign they see every year, teenagers will see fifty times more advertisements that promotes drinking. While advertisements and commercials are quick to stress the supposed positivity of ...
Certain manifestations of alcohol abuse include failure to fulfil responsibilities at work, school, or home. Drinking in dangerous situations, including the operation of a motor vehicle. Legal concerns associated with alcohol use and continued drinking despite problems that are caused or worsened by drinking. Research shows that eighth-grade girls who drink heavily are three times more likely to attempt suicide than girls in their grade who don’t drink, and teenage girls aged 12-16 who drink are four times more likely than their non-drinking peers to suffer from depression (Cariaga, 2017). In addition , young adult drinkers have an increased risk of social problems, depression, suicidal thoughts, violence, and risky sex.
With sports becoming more and more commercialized, sponsorships have taken over professional sports. In this paper, Alcohol and Tobacco sponsorships will be the issue of this paper. Sports sponsorship has become an important marketing tool for advertiser’s because of the flexibility, broad reach, and high level of brand or corporate exposure that it affords, (Krapp, 49). Yet some sponsors have created an uproar within the society, namely alcohol and tobacco products. These two make up about half of the sponsorship in professional sports today.
"Does Participation in Sports Keep Teens Out of Trouble?" ModernMom.com. N.p., n.d. Web. 01 May 2014.
Advertising in business is a type of marketing communication used to encourage, persuade, or manipulate a customer to take or continue to take some action. The desired result is to drive consumer behavior with respect to a commercial offering.
...maintain that advertising exists primarily to create demand among consumers. People have certain types of wants and needs, and they are perfectly capable to discover it for themselves. People today just need food, clothing and shelter everything else is superfluous and additional stuff. Advertising are able to create demand that would not exist just by manipulating people’s min and emotions. Advertising is master in manipulate reality and fantasy, by creating “magic show.” It is true that advertising has been a powerful mechanism that distorts our whole society’s values and priorities. On the other hand, advertising educate people about several issues. In political terms, it moves mass of people and persuade them to vote for a candidate. And, of course, in terms of economy, contributes in the development through the consumption of the costumer.