The Male Consumer as Loser: Beer and Liquor Ads in Mega Sports Media Events

  title={The Male Consumer as Loser: Beer and Liquor Ads in Mega Sports Media Events},
  author={Michael A. Messner and Jeffrey Montez de oca},
  journal={Signs: Journal of Women in Culture and Society},
  pages={1879 - 1909}
T he historical development of modern men’s sport has been closely intertwined with the consumption of alcohol and with the financial promotion and sponsorship provided by beer and liquor producers and distributors, as well as pubs and bars (Collins and Vamplew 2002). The beer and liquor industry plays a key economic role in commercialized college and professional sports (Zimbalist 1999; Sperber 2000). Liquor industry advertisements heavily influence the images of masculinity promoted in sports… 

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