t   4 .

2
Ca p By: Lorenz and

  c s o f Joshua

E t  
r t i  i ng
ad 
s o r t 
 Ke Tr
Sort porhip
The use of sporting
events, sporting
teams, and individual
athletes to promote
various commercial
products.
Sort Eth
Sports ethics are the
official and unofficial
rules of appropriate
conduct in relation
to sport
Fo Tye f
Adrtiing
 “The Abstainers”

Teams that believe

uniforms are
vigilant when it
comes to
advertising anything
more than the
team or league Organizations such as the MLB, NBA, and NHL follow
this format of uniform advertising. As you can see
there is little to no advertising on these uniforms
besides it’s manufacturer.
 “The toe-dippers”

Teams that believe

uniforms are have
very minimal
advertising on
uniforms and
forbid sponsors on Pete Rozelle, the former boss of the NFL went ballistic
after Jim Mcmahon used his headband for promoting.
gear.
 “The true believers”

Teams that believe

in the reduction in
blank space on
uniforms and that
blank space should
be used for Drivers from NASCAR, F1, and Indycar can get all types of
advertising. ads all over their uniforms.

More ads will be present on drivers with a big

reputation.
 “The Dabblers”

Teams that allow

sponsor and
advertisement names
should be more
prominent than the
team names.
This type of advertising is most present in soccer clubs in
Europe. For instance, the two Jerseys above are from
Paris Saint-Germain F.C and Toronto F.C. Both of
their team sponsors’ name is bigger than the club
name itself.
Alhol
Mafcurr’
Sonshi of
sortg evets
Alhol anftur’ Sonshi of Sortg
Evts

Many countries including Starting in United Kingdom in

Canada, and campaigners 2011 when a report from the
are pressing to stop British Medical Association
Under the Influence
alcohol sponsorship.
Alhol anftur’ Sonshi of Sortg
Evts

West Australian police

commissioner Karl
O’Callaghan advised an end
to alcohol advertising
during live sport to help
curb a youth culture of
“determined drunkenness”
Alhol anftur’ Sonshi of Sortg
Evts

In 2014, the World Health

Approximately 16 percent
Organization claims that
of the people who
alcohol was the cause of 3.3
consume alcohol are
million deaths worldwide in
2012. binge drinkers
Alhol anftur’ Sonshi of Sortg
Evts

There is now a law in Canada

that prohibits alcohol ads that
appeal to minors and
correlate drinking with social
acceptance, personal success,
or athletic achievement
 Tagtig Yog Pele

Alcoholic promoting Pressure to this industry

companies are claiming that
the sports are “adult
programming” and their ads
are pitched for adults only.
will intensify as social
problems in relation to
alcohol continue to trend
on headlines.
Te lmpi
Co-Co t
te lmpi
Coca-Cola is currently the
longest-standing Olympic sponsor and
has been a sponsor for the Olympics
since 1928. Even after almost 100 years
of dedication to sponsorship, it is still
unethical for a company like Coca-Cola
to sponsor something like the
Olympics. It isn't a secret that
Coca-Cola is not healthy for anyone, so
it is unethical and does not make sense
that Coca-Cola is sponsoring an event
where the athletes spend the entirety
of their lives getting their bodies in
tip-top shape.
 Mdonds i
te lmpi
Mcdonald’s first became a sponsorship
for the Olympics in 1976, but eventually
cut ties with the world wide event after
the 2020 Tokyo Games.
Much like Coca-Cola, it is unethical for a
fast food company like McDonald's to
sponsor a global event where the
athletes train their entire life to be in
top-top shape. It is even more unethical
to offer participating athletes free
Mcdonald's while at the Olympics.
Selizion n
Adrtiing
Me vs omn
in vering
Sports Illustrated is a perfect
example of how men vs women
are depicted in sports.
The man, being star quarterback,
Brett Favre, shows him in his
vikings uniform and talks about his
retirement.
For the woman in the top right,
she is actually a model, instead of
an athlete and the magazine
shows off her body, rather than
her accomplishments.
 Set upr owl
Comrials
With the Super Bowl being one of
the largest sporting events in the
world, a commercial during the
Super Bowl is when your for sure
to get eyes on your commercial.
Sometimes, some of these
commercials are in the spotlight
for the wrong reasons. Carls. Jr is
most known for creating sexist ads
for the Super Bowl, famously
known for the ad shown in the
bottom left.
 Co n
covnions ith
gedr
rersetato in
me
 Codes and conventions with gender
representation in media

Superiority and domination

Women pose that make

them look as if they are
men. Also, this can be an
advertisement where
men are portrayed as
more dominant and in
control of women.
 Codes and conventions with gender
representation in media

Dismemberment AKA objectification

Do not show-full body

pictures of men but only of
women. Only shows
relevant parts that need to
send the message in the
advertisement.
 Codes and conventions with gender
representation in media

Clowning and exaggerating

Women are placed in

contorted,
foolish-looking positions.
While men are more
portrayed as the
thoughtful and/or
serious gender.
 Codes and conventions with gender
representation in media

Voiceover of authority

The convention places

low-pitched male voices to
voice over the ad. It can
perceive that the deep
voice adds authority to
send a message.
 Codes and conventions with gender
representation in media

Irrelevant sexualization of females

The female body is

being used for
marketing without
relation to their
body.
https://create.kah
oot.it/share/ethics
rtisement-and-spo -of-adve
nsorship/c2dfe02c
67c-9201-bb0b773 -e699-4
2d315