Croatian fan scene: Football in television beer commercials
In this paper attention is given to the mutual synergy between sports, commercials and alcohol. Therefore, we approach the research topic specified in the title with regards to the cultural history of football and beer, the functioning of the commercial industry within consumer culture and...
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| Format: | Article |
| Language: | English |
| Published: |
Institute of Ethnography, SASA, Belgrade
2016-01-01
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| Series: | Glasnik Etnografskog Instituta SANU |
| Subjects: | |
| Online Access: | http://www.doiserbia.nb.rs/img/doi/0350-0861/2016/0350-08611602273B.pdf |
| Summary: | In this paper attention is given to the mutual synergy between sports,
commercials and alcohol. Therefore, we approach the research topic specified
in the title with regards to the cultural history of football and beer, the
functioning of the commercial industry within consumer culture and the
structural practices of consuming football and beer trough which, at specific
places and in special occasions, masculinity is performed. This research
relies primarily on discourse analysis of football-beer commercials. For the
purpose of enriching the insights gained by this method, a semi-structured
interview was conducted with a market expert specialized in branding and an
autoethnographic approach is present. The central part of the study is based
on a corpus of advertisements that were broadcast on national television
programs in the last ten years and that have emerged as part of a market
designed advertising campaigns for major breweries during the World and
European football championships. For the most of them, the common denominator
is putting football fans in the forefront, whether in stadiums, bars, town
squares or at home. Also, in most cases, they exclusively present male
protagonists during their leisure time, united by their passion for football
and beer, as well as their desire for relaxed socialization and fun. Apart
from gender, the national context is essential, since these commercials
usually visually, audibly and textually refer to the national football team
of Croatia. |
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| ISSN: | 0350-0861 2334-8259 |