Marketing of unhealthy brands during the 2018 Fédération Internationale de Football Association (FIFA) World Cup UK broadcasts – a frequency analysis

نویسندگان

چکیده

Sport mega-events including the FIFA World Cup are a central component of consumer culture. Major brands long associated with Cup, many known for unhealthy products. This study quantified visual marketing references to in UK broadcasting 2018 Men’s Cup. Eight matches were recorded, and all segments recordings coded using predefined criteria. A total 1794 such an average 224 per broadcast 1.2 minute, 95.4% which official sponsors. The time exposure brand was six hours, 30 minutes 45 seconds, 22.7% footage at least one reference. results show is platform implications those responsible public health television broadcasters.

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ژورنال

عنوان ژورنال: Journal of Strategic Marketing

سال: 2021

ISSN: ['1466-4488', '0965-254X']

DOI: https://doi.org/10.1080/0965254x.2021.1967427