Research of specifics of advertising in the sports sphere: Regional aspect and effect of collaboration

Abstract

Background: Advertising in the information society increases the sphere of its influence, forms patterns of social thinking. The research is aimed at identifying the specifics of advertising in physical culture and sports at the regional level. Methods: We used theoretical analysis of advertising study trends (socio-cultural approach), identifying specifics of its application in physical culture, analyzing the relationship of its commercial and social components. Theoretical provisions were confirmed by the analysis of secondary data of sociological monitoring of physical culture and sport spheres in the Sverdlovsk region conducted with the authors' participation in 2010-2013 and the results of the expert semi-formalized interview. Findings: Advertising of sporting goods promotes involvement of different population groups in physical education. Advertising of major sporting events makes an important political effect, positioning a specific region or a country as a whole. Experts polling in the field of regional physical culture management revealed the potential of investigated communicative tool. Running an advertising campaign which involves idol athletes tends converting passive interest in the sport into practicing sports activities. The choice of sport specificity in the region is largely influenced by advertising messages. Analysis of sport preferences allowed defining the specifics of the various social groups, municipalities that allows increasing the efficiency of advertising communications in the community to solve many of its problems. It has become obvious that the impact of advertising potential is used discretely, to a greater extent it is directed at announcing and supporting sport events rather than shaping the values of a healthy lifestyle. It is necessary to investigate the mechanisms of using advertising as a way to counter the deviant and addictive behaviors. Application/Improvements: Consideration of the regional characteristics and development of sports areas requires a common conceptualization of sports information space aimed at promoting healthy lifestyle attitudes at the individual level and in society as a whole.