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Article
Publication date: 1 March 1992

Andrzej Gorski and Chuck Puck

My name is Andrzej Gorski and I am one of the directors of the Pewex company. I don't have to explain to Polish people what the company is, but for the benefit of people…

Abstract

My name is Andrzej Gorski and I am one of the directors of the Pewex company. I don't have to explain to Polish people what the company is, but for the benefit of people who are in Poland for the first time, I'll explain something of the company.

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Aslib Proceedings, vol. 44 no. 3
Type: Research Article
ISSN: 0001-253X

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Article
Publication date: 1 March 1992

I would like to ask a question first to Mr Ian Day and later on to the gentlemen representing the project KAREN‐PEWEX.

Abstract

I would like to ask a question first to Mr Ian Day and later on to the gentlemen representing the project KAREN‐PEWEX.

Details

Aslib Proceedings, vol. 44 no. 3
Type: Research Article
ISSN: 0001-253X

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Book part
Publication date: 6 August 2020

Christopher J. Finlay and Lawrence A. Wenner

Purpose – Building on the work of Wenner (2011) and Messner and Montez de Oca (2005), this study provides an updated critical stocktaking of the narrative tendencies in…

Abstract

Purpose – Building on the work of Wenner (2011) and Messner and Montez de Oca (2005), this study provides an updated critical stocktaking of the narrative tendencies in sport-related alcohol advertising on television. Set in contemporary understandings of a ‘crisis of masculinity’ and in the political economy of the alcohol industry, this study anchors a critical reading of masculinity, the sporting context and alcohol advertising in Wenner's (2007, 2013) ‘dirt theory of narrative ethics’.

Design/methodology/approach – Our theoretical and methodological approach is grounded in a dirt theory of narrative ethics. Set at the intersection of reader-oriented literary theory (Iser, 1978) and ethical criticism (Gregory, 1998), we ‘follow the dirt’ to understand how contagion from imported communicative meanings (McCracken, 1990) exerts power (Leach, 1976) by influencing reading and interpretation. We draw upon a diverse sample of 20 television ads representing a balanced cross-section of sport-dirtied beer commercials produced between 2010 and 2019. To balance this sample, we divided the ads by their opposing tendencies to characterize men as either ‘real men’, drawn in mythical masculinity terms, or ‘himbos’, drawn as ‘losers’ or slackers. To address the dominance of Anheuser-Busch InBev (ABI) in the American market, we further divided our ‘real men’ and ‘himbo’ samples, contrasting five ads produced for ABI brands with five ads produced for beer brands not held by ABI.

Findings – We contend that contemporary sports-dirtied beer ads combine to form a schizophrenic picture of American manhood. Male sports fans are alternatively hailed through mocking and misandry, through playfully saluting the norms of ‘bro culture’, and through encouraging men to understand themselves as proud keepers of tradition. We critically consider the ethical implications of building brand affinities through staking disparate positions in contemporary cultural and political debates about the place of men and masculinity in contemporary society.

Research limitations/implications – We discuss the difficulties involved in holding advertisers accountable for balancing ethical and market demands. Nevertheless, we call on the industry to engage in a more reflexive and responsible approach to crafting sports-dirtied alcohol advertising.

Details

Sport, Alcohol and Social Inquiry
Type: Book
ISBN: 978-1-78769-842-0

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Book part
Publication date: 7 December 2017

Rick Burton

Abstract

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Sport Business in Leading Economies
Type: Book
ISBN: 978-1-78743-564-3

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Book part
Publication date: 12 February 2018

Pete Canalichio

Abstract

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Expand, Grow, Thrive
Type: Book
ISBN: 978-1-78743-782-1

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Abstract

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Narrative Conceptions of Knowledge: Towards Understanding Teacher Attrition
Type: Book
ISBN: 978-1-78441-138-1

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Article
Publication date: 1 January 1984

Spring Test Probe for Microcircuit Testing Coda Systems have announced the availability of a new range of spring test probes originating from their principal, Ostby and…

Abstract

Spring Test Probe for Microcircuit Testing Coda Systems have announced the availability of a new range of spring test probes originating from their principal, Ostby and Barton, which have been specifically designed for the testing of thick and thin film microcircuits.

Details

Microelectronics International, vol. 1 no. 4
Type: Research Article
ISSN: 1356-5362

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Article
Publication date: 1 February 1988

Joseph W. Palmer

The classics will circulate wrote a public librarian several years ago. She found that new, attractive, prominently displayed editions of literary classics would indeed…

Abstract

The classics will circulate wrote a public librarian several years ago. She found that new, attractive, prominently displayed editions of literary classics would indeed find a substantial audience among public library patrons.

Details

Collection Building, vol. 9 no. 1
Type: Research Article
ISSN: 0160-4953

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