ZLO\u010cINY PUBLICITY V MODERN\u00cd V\u00c1LCE<\/p>\n
SPORT<\/p>\n
Osmdes\u00e1t procent sponzor\u00edngu ve sportu – ve skute\u010dnosti v sout\u011b\u017e\u00edch, nikoliv ve sportovn\u00ed praxi – jde na mechanick\u00e9 sporty a sportovn\u00ed vys\u00edl\u00e1n\u00ed, kter\u00e1 je ukazuj\u00ed. Jsou sponzorov\u00e1na …stejn\u00fdmi firmami.<\/p>\n
Jedin\u00e1 sportovn\u00ed sout\u011b\u017e, Cena automobilu v Monaku v roce 1992 se prom\u00edtla na obrazovku, kde stejn\u00e9 jm\u00e9no jedn\u00e9 tab\u00e1kov\u00e9 firmy se objevilo … 1134 kr\u00e1t, i kdy\u017e je to zak\u00e1z\u00e1no.<\/p>\n
Ko\u0148sk\u00e9 dostihy v Pardubic\u00edch v \u010ceskoslovensku, je\u017e cht\u011bj\u00ed b\u00fdt z\u00e1m\u011brn\u011b velmi nebezpe\u010dn\u00e9, nab\u00eddly televizn\u00edm div\u00e1k\u016fm cel\u00e9ho sv\u011bta ok\u00e1zal\u00e9 p\u00e1dy kon\u00ed. Mnoz\u00ed z nich byli utraceni z d\u016fvod\u016f jejich zlomen\u00fdch nohou. Tato pod\u00edvan\u00e1, opravdov\u00fd masakr ur\u010den\u00fd pro chorobn\u00e9 div\u00e1ky, natolik zas\u00e1hla p\u0159\u00e1tele zv\u00ed\u0159at, \u017ee byla vyhl\u00e1\u0161ena kampa\u0148 bojkotu proti sponzor\u016fm v\u010detn\u011b ko\u0148aku Martel, a\u017e ti od z\u00e1vodu ustoupili.<\/p>\n
\u010cetn\u00e9 sportovn\u00ed sout\u011b\u017ee, kter\u00e9 by m\u011bly b\u00fdt zak\u00e1z\u00e1ny ku p\u0159\u00edkladu vzhledem k \u0160patn\u00fdm meteorologick\u00fdm podm\u00ednk\u00e1m, se konaly vzhledem k rozvrhu TV a kontrakt\u016fm s firmami, kter\u00e9 o\u010dek\u00e1valy jejich m\u00edjen\u00ed na ant\u00e9n\u011b v on\u011bch momentech nejv\u011bt\u0161\u00edho vzru\u0161en\u00ed.<\/p>\n
Vysok\u00fd po\u010det sout\u011b\u017e\u00ed zn\u00e1sobuje p\u0159\u00edle\u017eitosti propagace jejich zna\u010dek, t\u011bch je zde \u00fapln\u00e1 inflace. Atleti se zde vy\u010derp\u00e1vaj\u00ed a to t\u00edm v\u00edce, \u010d\u00edm v\u00edce sponzo\u0159i po\u017eaduj\u00ed trvale rekordy. To vedlo k explozi trhu s anaboliky a jin\u00fdmi stimulanty (dopingy), kter\u00e9 ji\u017e zabily nejednoho sportovce a naru\u0161uj\u00ed ducha sportu.<\/p>\n
\u010cetn\u00e9 klamn\u00e9 spory zn\u00e1sobily po\u010det \u201esv\u011btov\u00fdch autorit“ (sv\u011btov\u00fdch sportovn\u00edch federac\u00ed), co\u017e zn\u00e1sobilo i po\u010det p\u0159ebor\u016f (nap\u0159. \u010dty\u0159i r\u016fzn\u00e9 v boxu). Aby se nastavily kamery, upravuj\u00ed se \u010dasov\u00e9 rozvrhy a pravidla. Bylo vid\u011bt marat\u00f3nsk\u00e9 b\u011b\u017ece, kte\u0159\u00ed z tohoto d\u016fvodu b\u011b\u017eeli za pln\u00e9ho horka. Z toho se d\u00e1 tu\u0161it, \u017ee tyto praktikv zv\u00fd\u0161ily tlaky ve prosp\u011bch ve\u0161ker\u00e9ho podv\u00e1d\u011bn\u00ed. Tapieova af\u00e9ra byla uvedena do po\u0159\u00e1dku jen proto, aby se zakryly zna\u010dn\u011b roz\u0161\u00ed\u0159en\u00e9 metody.<\/p>\n
Reklama se nespokojuje jen s v\u00fdb\u011brem koho financovat, ale vynal\u00e9z\u00e1, co p\u0159esn\u011b chce. Tak \u017ealostn\u00e1 a kolonialistick\u00e1 exhibice, jakou je z\u00e1vod Pa\u0159\u00ed\u017e – Dakar byla sl\u00e1t\u00e1na hlasateli (?!..), nebyla vy\u017e\u00e1d\u00e1na ani sportovci, ani amat\u00e9ry rallye. Nem\u00e1 jin\u00fd c\u00edl ne\u017e prodej v\u00fdrobk\u016f.<\/p>\n
Televizn\u00ed p\u0159enosy sportovn\u00edch ud\u00e1lost\u00ed a z\u00e1pas\u016f z\u00e1visej\u00ed jen na sponzorech, nikoliv na jejich skute\u010dn\u00e9m v\u00fdznamu nebo z\u00e1lib\u011b div\u00e1k\u016f. \u017d\u00e1dn\u00e1 zm\u00ednka nebyla u\u010din\u011bna o n\u011bkter\u00fdch zaj\u00edmav\u00fdch utk\u00e1n\u00edch, zat\u00edmco golf, kter\u00fd zaj\u00edm\u00e1 jen m\u00e1lo lid\u00ed ve Francii, vl\u00e1dne v\u0161ude. A dob\u0159e v\u00edme, pro\u010d. Golfov\u00e1 h\u0159i\u0161t\u011b z\u0159izovan\u00e1 t\u00e9m\u011b\u0159 v\u0161ude maj\u00ed prima v\u00fdhodu, \u017ee umo\u017e\u0148uj\u00ed obch\u00e1zet n\u011bkter\u00e9 z\u00e1konn\u00e9 p\u0159ek\u00e1\u017eky u nemovitosti nach\u00e1zej\u00edc\u00ed se na chr\u00e1n\u011bn\u00fdch pozemc\u00edch…<\/p>\n
Berlusconi, patron klubu, \u017e\u00e1dal sv\u00e9ho \u010dasu fotbalisty F.C. Mil\u00e1n o pat\u0159i\u010dn\u00fd \u201evzhled“, kter\u00fd by jim dovolil \u010dasto se objevit na TV. Vyb\u00edral blon\u010f\u00e1ky, kr\u00e1sn\u00e9 hochy, i kdy\u017e to nebyli zrovna nejlep\u0161\u00ed hr\u00e1\u010di, byli ale vhodn\u011bj\u0161\u00ed pro media.<\/p>\n
Jinde se \u017e\u00e1dalo po hr\u00e1\u010dk\u00e1ch tenisu, aby zkr\u00e1tily sv\u00e9 sukni\u010dky, aby se rozja\u0159il spot\u0159ebitel, z\u0159ejm\u011b mu\u017esk\u00fd.<\/p>\n
Ale to hor\u0161\u00ed teprve p\u0159ijde, elektronick\u00fd patron\u00e1t. K prvn\u00edmu pokusu do\u0161lo ned\u00e1vno. Sest\u00e1v\u00e1 to z dod\u00e1v\u00e1n\u00ed virtu\u00e1ln\u00edch prvk\u016f k re\u00e1ln\u00e9mu obrazu. Ku p\u0159\u00edkladu v p\u0159en\u00e1\u0161en\u00e9m fotbalov\u00e9m z\u00e1pase se objev\u00ed 23. hr\u00e1\u010d zcela elektronicky proveden\u00fd, kope rovn\u011b\u017e do zcela elektronick\u00e9ho m\u00ed\u010de a je p\u0159itom p\u0159ekryt reklamou ur\u010dit\u00e9 zna\u010dky (v tomto p\u0159\u00edpad\u011b Axe). Tento pokus byl odm\u00edtnut, ale z d\u016fvod\u016f p\u0159inejmen\u0161\u00edm povrchn\u00edch a prozat\u00edmn\u00edch, jestli\u017ee se m\u00e1 v\u011b\u0159it \u0159editeli Francouzsk\u00e9 fotbalov\u00e9 federace: \u201ePo\u017e\u00e1dali jsme o zru\u0161en\u00ed, proto\u017ee nic s n\u00e1mi nebylo projedn\u00e1no.<\/p>\n
Pr\u00e1va na virtu\u00e1ln\u00ed reklamu pat\u0159\u00ed F.F.F. (Francouzsk\u00e9 fotbalov\u00e9 federaci).“ (Liberation, 11. \u00fanora 1998). T\u011bmto cynick\u00fdm v\u00fdrok\u016fm odpov\u00edd\u00e1 postoj C.S.A. (Nejvy\u0161\u0161\u00edho rozhod\u010d\u00edho soudu), kter\u00fd to v\u0161echno akceptoval.<\/p>\n
Nen\u00ed tedy \u017e\u00e1dn\u00fdm p\u0159ekvapen\u00edm, jestli\u017ee se dov\u00edd\u00e1me, \u017ee v\u0161ichni velc\u00ed patroni olympijsk\u00e9ho hnut\u00ed byli nebo jsou spojeni s velk\u00fdmi zainteresovan\u00fdmi firmami a nad\u00e1le jsou jimi placeni b\u011bhem sv\u00e9ho mand\u00e1tu. \u017de jsou t\u011bmto firm\u00e1m p\u0159id\u011blov\u00e1ny tu\u010dn\u00e9 trhy, zat\u00edmco ty, kter\u00e9 \u201eneklop\u00ed“, jsou bez milosti vy\u0159azov\u00e1ny. Pokud by se v t\u00e9to oblasti provedl seri\u00f3zn\u00ed pr\u016fzkum, pak by se zjistilo, \u017ee politika je zna\u010dn\u011b m\u00e9n\u011b zkorumpov\u00e1na ne\u017e sport. Jsme tedy m\u00e9n\u011b p\u0159ekvapeni, kdy\u017e vid\u00edme velk\u00e9 pr\u016fmyslov\u00e9 kapit\u00e1ny jako kr\u00e1le korupce v\u0161ech azimut\u016f (Tapic, Berlusconi, kdy\u017e uvedeme jen n\u011bkter\u00e9 nejzn\u00e1m\u011bj\u0161\u00ed a odsouzen\u00e9), kte\u0159\u00ed d\u016fkladn\u011b investovali do klubu, za jejich\u017e vedouc\u00ed se bezosty\u0161n\u011b prohla\u0161uj\u00ed. \u201eSponzoring je leg\u00e1ln\u00ed zp\u016fsob, jak vyprat \u0161pinav\u00e9 pen\u00edze“, mohl \u0159\u00edci jeden evropsk\u00fd poslanec, kdy\u017e p\u0159ipom\u00ednal t\u011bsn\u00e9 svazky mezi sportem a mafi\u00ed.<\/p>\n
Pokra\u010dov\u00e1n\u00ed <\/em><\/p>\n","protected":false},"excerpt":{"rendered":" ZLO\u010cINY PUBLICITY V MODERN\u00cd V\u00c1LCE<\/p>\n","protected":false},"author":1,"featured_media":2983,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_mi_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0},"categories":[8,435,10,9],"tags":[49,40],"_links":{"self":[{"href":"http:\/\/novysmer.cz\/index.php\/wp-json\/wp\/v2\/posts\/177"}],"collection":[{"href":"http:\/\/novysmer.cz\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/novysmer.cz\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/novysmer.cz\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/novysmer.cz\/index.php\/wp-json\/wp\/v2\/comments?post=177"}],"version-history":[{"count":1,"href":"http:\/\/novysmer.cz\/index.php\/wp-json\/wp\/v2\/posts\/177\/revisions"}],"predecessor-version":[{"id":2798,"href":"http:\/\/novysmer.cz\/index.php\/wp-json\/wp\/v2\/posts\/177\/revisions\/2798"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/novysmer.cz\/index.php\/wp-json\/wp\/v2\/media\/2983"}],"wp:attachment":[{"href":"http:\/\/novysmer.cz\/index.php\/wp-json\/wp\/v2\/media?parent=177"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/novysmer.cz\/index.php\/wp-json\/wp\/v2\/categories?post=177"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/novysmer.cz\/index.php\/wp-json\/wp\/v2\/tags?post=177"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}