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NASCAR ADVERTISING ALCOHOL CONSUMPTION BY YOUTH
Term Paper ID:39117
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Essay Subject:
Considers the effect of NASCAR liquor advertising on American youth and particularly underage drinking.... More...
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2 Pages / 450 Words
6 sources, 7 Citations,
MLA Format
$8.00
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Paper Abstract:
Considers the effect of NASCAR liquor advertising on American youth and particularly on underage drinking. The NASCAR culture and financial structure and advertising. Popularity of the stock racing sport.
Paper Introduction:
the Influence of NASCAR Advertising on the Consumption of Alcohol by Youthin the United States Introduction The National Association of Stock Car Racing\'s NASCAR eventscomprise one of the most popular sports in the United States Races arepopular and well-attended both at the live event and on television Advertising plays a significant role in NASCAR with sponsors an integralpart of the NASCAR culture and financial structure However there is nofiltering of advertising to young people and youth make up a sizeableaudience for NASCAR
Text of the Paper:
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According tothe head of the Army's recruiting command, "It's difficult for me to findany other venue where I can . . "On Track." Military Officer (Aug 2 3): n.p. On the NASCAR page profiling drivers, Dale Earnhardt, Jr., sponsoredby Budweiser, has the Budweiser logo featured prominently on his clothing.In addition, his car, also featured on the same page, displays theBudweiser name prominently ("Dale Earnhardt Jr" n.p.): [pic] In addition to the advertising and merchandising that the sponsors useto promote their brand, there is the inherent endorsement of products byfavorite drivers, and the allure of the younger demographic to advertisers. Diageo, which is a major sponsor in NASCAR, is using acampaign built around "If you drink, don't drive," but is doing nothingspecifically to combat underage drinking (Croft 22). It is the thesis of this research thatadvertising for liquor at NASCAR events encourages drinking among youngpeople. Conclusion When young people see their favorite drivers, some of whom are onlyslightly older than themselves, wearing the logo of a favorite beer, orwhen they see toys with alcohol logos on them, they receive the messagethat these are acceptable brands and that drinking is acceptable behavior.NASCAR attracts a large number of young fans and advertisers, includingadvertisers of alcohol, take advantage and market to those young consumers. "Everything in Moderation." Marketing Week (3 November 2 6): 22."Dale Earnhardt Jr." NASCAR. In addition,viewership among young Americans is increasing with double the number of 12- to 17-year olds watching NASCAR in 2 6 compared to only six years earlier("The Business" n.p.). "What Fuels the Racing Business." Fortune 152(5 Sep 2 5): 54.Yetman, Theresia. . Retrieved 1 Feb 2 7 from: .Feehan, Jennifer. the Influence of NASCAR Advertising on the Consumption of Alcohol by Youthin the United States Introduction The National Association of Stock Car Racing's (NASCAR) eventscomprise one of the most popular sports in the United States. Some NASCAR advertisers, including the military, make no secret that theyuse NASCAR precisely because it attracts a younger audience. This is a highly attractive demographic thatadvertisers want to reach and they are willing to spend money not only ontelevision and related advertising, but also on NASCAR merchandise. In the Midwest, whereNASCAR is especially popular, underage drinking is a serious problem withas much as "26 percent of the alcohol sold in Ohio consumed by underagedrinkers" (Feehan n.p.). Alcohol advertisers recognize that there is a risk to theiradvertising in a sport that is so popular with young people, and theindustry is taking steps to self-regulate its advertising in order to avoidgovernment action. Races arepopular and well-attended both at the live event and on television.Advertising plays a significant role in NASCAR, with sponsors an integralpart of the NASCAR culture and financial structure. However, there is nofiltering of advertising to young people, and youth make up a sizeableaudience for NASCAR events. In2 4, more than $2.1 billion was spent on merchandise, including die-casttoy cars, resulting in licensing payments of more than $322 million tocompanies such as Budweiser (Ryan 54). get the viewership of something likeNASCAR" (Yetman n.p.). "Hope Taft Seeks End to Youths' Drinking." Blade (Toledo, OH) (18 Feb 2 6): n.p.Ryan, Oliver. 2 televised sport among 12- to17-year-olds, trailing only the NFL" ("The Business" n.p.). Retrieved 1 Feb 2 7 from: . Works Cited"The Business of NASCAR." Go and Do Michigan. Analysis According to NASCAR, "NASCAR is the No. Retrieved 1 Feb 2 7 from: .Croft, Martin.
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