Sponsorship of sport by tobacco and alcohol companies: a review of the issues.
Sponsorship of sport by tobacco and alcohol companies: a review of the issues.
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DOI：
10.1177/019372359301700302
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发表时间：
1993-01-01
影响因子：
2.3
通讯作者：
Crompton, J. L.
中科院分区：
文献类型：
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作者：
Crompton, J. L.
体育运动的主要赞助商是酒精和烟草公司。本文回顾了与这些关系相关的问题。对于许多人来说，体育作为健康生活方式的典范，却被用来作为与之相反的产品的促销工具，这似乎是不协调的。简而言之，这些出于经济目的而建立的联系似乎击败了体育运动更广泛的存在理由。体育管理者和运动员关心赛事生存，媒体关心保护广告收入，这导致人们很少讨论烟草和酒精公司赞助体育运动的适当性。本文讨论了关于允许烟草赞助体育运动的争论中的三个核心因素：（1）模糊了烟草制品与疾病之间的联系； (2) 帮助公司打入青年市场； (3) 规避广播媒体上的卷烟广告和促销禁令。烟草业的赞助理由围绕言论自由以及其活动不会导致吸烟增加而只会导致品牌转换的论点。酒精公司赞助的核心问题是它鼓励酒精成瘾和滥用。
The major sponsors of sport are alcohol and tobacco companies. This paper reviews the issues associated with these relationships. To many people it appears incongruous that sport, which exemplifies a healthy, fit lifestyle, should be used as a promotional vehicle for products that appear to be the antithesis of this. In short, these linkages which are consummated for financial purposes seem to defeat the broader raison d'etre for sport. The self-interest of sports managers and players concerned with survival of their events, and of the media concerned with protecting advertising revenue, has resulted in little discussion on the appropriateness of tobacco and alcohol companies sponsoring sport. Three central factors in the controversy over permitting tobacco sponsorship of sport are discussed in the paper: (1) the obscuring of the connection between tobacco products and disease; (2) the enabling of companies to penetrate the youth market; and (3) the circumvention of the ban on cigarette advertising and promotion in broadcast media. The tobacco industry's case for sponsorship revolves around freedom of speech and the argument that its activities do not lead to increased smoking, only to brand switching. The central issue in alcohol company sponsorship is that it encourages alcohol addiction and abuse.