The use of sports by mass media as a way of influencing product consumption
DOI:
https://doi.org/10.36311/2447-780X.2019.v5.n1.05.p53Keywords:
Consumption, Influence, Mass media, Sports, MarketingAbstract
After the popularization of sports during the twentieth century, it was noticed that several products were developed and disseminated, focusing on the consumer public of the sport. The consumption of these products was enhanced through mass media, which simultaneously spread the sport, turning sporting events into great shows. Given this, this paper aims to demonstrate that the media uses sport as a tool of influence to increase the consumption of products with direct or indirect relation to sports, as well as reflect on consumption, the media and sports. For this, we performed a literature review through the databases of Scielo and Google Scholar. It was possible to consider that when the public comes across this information, they often buy the product not for its quality but for the athlete’s image, seeking to satisfy their desire to get closer to their idol / hero and their world.
Submissão: 2018/08/29.
Aceito em: 2018/12/30.
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