Advertisement
Published in:
2022 | OriginalPaper | Chapter
13. Brand Stretching and Popular Culture
Author : Mojca Ramšak
Published in: Social Impact of Wine Marketing
Publisher: Springer International Publishing
Activate our intelligent search to find suitable subject content or patents.
Select sections of text to find matching patents with Artificial Intelligence. powered by
Select sections of text to find additional relevant content using AI-assisted search. powered by
Abstract
The main focus of this chapter is the brand stretching or marketing of alcohol with other things, such as movies, music, sports, reality programs, or people, such as celebrities, in order to persuade customers to buy. Statistics that do not have a favorable impact on young people are presented to the film and music industries when they portray or sing about alcohol and harmful consequences. The alcohol industry hires celebrities for a variety of reasons, including their reputation, the genuineness of their advertising messaging, their use of the drinks they advertise, and their hidden involvement in the alcohol campaign. Their advertising function is now quite comparable to that of social media. Smart product placement is becoming more popular in online advertising, which appeals to younger consumers in particular.