Stadiums as a Narrative Space in Advertising

Stadiums as a Narrative Space in Advertising

Esennur Sirer (Üsküdar University, Turkey)
Copyright: © 2019 |Pages: 9
DOI: 10.4018/978-1-5225-9790-2.ch006


Football, which forms a fun part of our lives and takes part in our daily chat topics, is naturally the focus of attention of advertisers. The stadiums, where football is transformed into a feast, serve as a billboard with live atmospheres. Field edges, the area where the technicians stand, footballer and spectators create an environment for advertising narrative. It is television that reproduces football for advertising. Technology has a major contribution to the creation of this. Thus, anyone who cannot go to the match will have the feeling of being in the stadium. The purpose of the football matches broadcast live on television, is to reach an audience which cannot watch the match in person. The audience is presented with a lifestyle along with by-products.
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Stadiums As Spaces For Performance

Since the Industrial Revolution, football has been maintained in stadiums. With the Industrial Revolution, football became no longer an amateur activity that is experienced for fun, but it was handed out to professional footballers due to the need for strong labor, and it became a professional performance that is experienced in stadiums. From those years on, stadiums have existed in varying forms. Stadiums, a few of which newly appeared in each season or those that existed were rejuvenated, became spaces of weekend activity. With the advancement of technology, stadiums are no longer spaces where matches are watched. Modern and technological stadiums are a new business model. For new revenue streams to be achieved, new businesses and platforms that would unlock the revenue stream have been established (Deloitte, 2018, p. 11).

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