Croatian fan scene
Football in television beer commercials
Bibliographic Data
| ID | 14713124 |
|---|---|
| Authors | Ozren Biti (Institute of Ethnology and Folklore Research, corresponding author) |
| Year | 2016 |
| Volume | 64 |
| Issue | 2 |
| Pages | 273-288 |
| Publication date | 2016-01-01 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Glasnik Etnografskog instituta (JOURNAL) |
| Journal identifiers | ISSN: 0350-0861 • E-ISSN: 2334-8259 |
| Publisher | National Library of Serbia (PUBLISHER • RS) |
| DOI | 10.2298/gei1602273b |
| OpenAlex | W2580295246 |
| Language | EN |
| References cited | 8 |
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
Advertising · Archaeology · Business · Croatian · Football · Linguistics · History · Sport and Mega-Event Impacts · Sports, Gender, and Society · Wine Industry and Tourism
Taking the Field
Constructions of masculinity in alcohol advertising
Negotiating Masculinities via the Moral Problematization of Sport
One Beer, One Goal, One Nation, One Soul
Assessing the sociology of sport
The football fan and the pub
Sport and alcohol - who's missing? New directions for a sociology of sport-related drinking
The Male Consumer as Loser
| Citation velocity | historical |
|---|---|
| Highly cited | No |