“在比赛日做你要做的事情，只是不要受伤”:对美国国家橄榄球联盟“足球的未来”广告活动的叙事分析

IF 2.2 2区文学 Q2 COMMUNICATION

Journal of Broadcasting & Electronic Media Pub Date : 2021-11-25 DOI:10.1080/08838151.2021.2005066

Travis R. Bell, J. Applequist

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引用次数: 1

摘要

摘要:本研究探讨了NFL的“足球的未来”广告活动，作为一种嵌入联盟传统的叙事策略，专注于品牌控制。通过叙述和主题分析，研究了2016-2019年播出的17个广播广告，以调查联盟重新实施媒体信息，将自己定位为安全方面的领导者。调查结果表明，NFL被描述为旨在提高橄榄球安全性的科学发现堡垒，科学在技术和创新的幌子下被操纵(例如，新的头盔和设备)，球员经纪人被精心安排以模仿NFL的品牌信息。

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“Do the Things You’re Gonna Do on Game Day, Just Don’t Get Hurt”: A Narrative Analysis of the NFL’s “Future of Football” Advertising Campaign

ABSTRACT This study explores the NFL’s “Future of Football” advertising campaign as a narrative strategy embedded within the league’s tradition focused on brand control. Using narrative and thematic analyses, 17 broadcast advertisements that aired from 2016–2019 are examined to investigate the league’s re-implementation of media messaging to position itself as a leader on safety. Findings indicate a narrativization of the NFL as a bastion of scientific discovery aimed at improving the safety of football, whereby science is manipulated under the guise of technology and innovation (e.g., new helmets and equipment), and player agency is orchestrated to parrot the NFL’s brand messaging.

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来源期刊

Journal of Broadcasting & Electronic Media COMMUNICATION-

CiteScore

4.90

自引率

6.20%

发文量

期刊介绍： Published quarterly for the Broadcast Education Association, the Journal of Broadcasting & Electronic Media contains timely articles about new developments, trends, and research in electronic media written by academicians, researchers, and other electronic media professionals. The Journal invites submissions of original research that examine a broad range of issues concerning the electronic media, including the historical, technological, economic, legal, policy, cultural, social, and psychological dimensions. Scholarship that extends a historiography, tests theory, or that fosters innovative perspectives on topics of importance to the field, is particularly encouraged. The Journal is open to a diversity of theoretic paradigms and methodologies.