8 We have therefore reviewed the history of tobacco industry sponsorship of F1 motor racing and searched tobacco industry document archives to determine whether this claim can be substantiated. In 2007, the Marlboro logo on Ferrari F1 cars, drivers' race suits and helmets, and in the Scuderia Ferrari team logo, was, with the exception of the 2007 Bahrain, Monaco and Chinese F1 races, substituted with a vertical stripe ‘barcode’ design which, over successive years on cars and other livery, has become increasingly complex.įerrari has claimed that the barcode designs are simply part of the livery of the car, and not a marketing tool. 7 Most tobacco sponsorship of F1, at least in Europe, then came to an end, with the exception of Marlboro sponsorship of the Scuderia Ferrari F1 team by Philip Morris, which has continued to date. Over recent decades, an increasing number of national governments have acted to prevent this method of tobacco promotion by prohibiting the display of tobacco advertising in motor racing and other sports, and in July 2005 tobacco sponsorship of cross-border events or activities was explicitly prohibited across all EU member states by the EU Tobacco Advertising Directive. 6 This is especially true of motor racing, and particularly Formula One (F1). One of the most enduring and successful forms of indirect advertising, particularly in relation to promoting uptake of smoking among children, is sponsorship of sport. Both approaches have been exploited by tobacco companies for many years, but as a result of increasing restrictions on direct advertising of tobacco on television and in other media in many countries since the late 1960s, tobacco companies have become increasingly reliant on indirect methods to promote their products. Advertising can be direct, as in overt paid-for space in broadcast, print and other media, or indirect, through media reporting of events or images containing direct advertising. Advertising is the primary means by which commercial companies promote their products and services.
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