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'Soccer related'
This month UEFA's Euro 2004 will kick off in Portugal. Ad campaigns are reminding us to buy 'soccer related' products as beer, fridges, snacks, beverages, cars, home cinema's and mobile phones.
In Brazil they are only thinking about World Cup 2006. In Sao Paulo fans were dancing in the streets when their team won the World Cup qualifier match agains all-time rival Argentina, June 3, 2004. According to Aljazeera the Brazilian government knows the worth of having most of the 178 million population glued to the Globo TV station, using the half-time interval to advertise a campaign against illiteracy with the education minister launching the programme 'Reading is a Passion Too'. Advertising is big business in Brazil. Zero Hora is one of the country's most prestigious newspapers and has one of the highest advertising entry rates in the world: frequently take as many as 15,000 new ads on a Friday. To boost tourism a wide ad campaign with a budget between USD 6.36 million and 9.5 million is started to promote the natural and cultural beauties of the country which is suffering social and economic problems. To attract major attention, soccer is an important keyword in Brazilian's ad agencies briefings. Who else than soccer legend Edson Arantes do Nascimento, known globally as 'Pele', could head a worldwide ad campaign for men with erectile problems? No one is doubting Pele's 'soccer related' passion. But is reading not more important? |
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posted by BlogFonk: Friday, June 04, 2004 [#] Erms Suripatty