Physical Activity, Disability and Health in Advertising Campaigns Associated with Major Sporting Events in the World
Journal: Przegląd Socjologii Jakościowej
Year: 2018

The purpose of the article is to present commercials broadcasted during global sporting events such as the US Super Bowl, the Olympic Games and Paralympics, the world championships, as well as the European Football Championships. While examining the phenomenon of commercials, a quality method was applied, in the form of film content/plot analysis. The commercials were treated as peculiar texts of contemporary culture, an element of wider discourse associated with sport—an important component of