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Only the beer, then the murder: For years PILS brands and other companies present public service television shows such as the “scene of the crime”.

This deadline is soon. The ARD feared “negative impact on the German sports landscape”, ZDF sees no impact on the program.

A deep blue Lake, wooded Islands fairytale – a beer glass in the picture turns slippery wet seconds later. It is Sunday night, 20.15, right the “crime scene” in the first – starts presented by the short spot of a prominent beer brand. But as the new year is “Tatort”-intro to follow directly on the “Tagesschau”: no Lake, no Islands, no alcohol. And probably the public service broadcasters lose revenue in the tens of millions. It is there but at odds about the consequences.

Advertising is actually prohibited ARD and ZDF at least after 8 P.m. and on holidays. Actually – because who is sponsoring a specific shipment, may switch in which even after 8 pm on the first and in the ZDF still spots. More than 60 million euros per year have recently earned the public with this gap. Now, it will be largely closed for the new year. Then, the new version of the inter-State broadcasting agreement enter into force, which puts an end to the distinction between advertising and sponsorship.

For the Viewer, who is it “Distinctness between sponsorship and advertising become very difficult,” says Rhineland-Palatinate as a justification of the State Chancellery. You chaired the Broadcasting Commission of the countries polled in the changes of the inter-State Broadcasting Agreement. Sponsors only in the end credits as financiers had emerged once – “as a short written note behind the cameraman 3. and 4. hairdresser”. This has now changed: now present insurance weather, and sparkling wine brands announce feature films and entertainment programmes. But not for long.

The new contract allows sponsorship from January only for so-called “major events” such as Olympic Games and games of the German national football team. These exceptions are also needed, explained the State Chancellery in Mainz: these areas will often already assumes sponsorship in the awarding of broadcasting rights. From the outset, a strict ban had thrown the public service in the contract award procedure out of the race.

With regard to the impact on the program, paints the ARD despite the derogation already the devil on the wall: you feared by the prohibition of “any adverse effects on the German sports landscape”, in particular “for the medium-sized and smaller sports”, which could no longer be supported by a program sponsor. The ZDF in turn denies impact on programming.

Image courtesy of Daniel Kruczynski

Dec 11

Beer Glass

By News On Portuguese Beer

The decision of the Federal Court of Santa Catarina, which prohibits advertising of beer and wine before the 9:0 pm, must be analysed under two points of view: economic and combating early consumption of alcoholic beverages.

My conclusion is that the gains to reduce the exposure of children to these commercial drinks are widely superior to any drop in economic activity of beverage industries.

I know that the decision may be reviewed by way of appeal, which does not surprise me at all. Just remember the resolution issued by the national health surveillance agency (Anvisa) on the advertising of foods with high levels of sugar, salt and fat. Was vetoed in court, although only required phrases of warnings on products like chocolates, cakes, biscuits, snack foods and soft drinks filled.

This demonstrates that industries and their associations can often overwhelm larger interests, such as to reduce the incidence of obesity for children and adolescents, with their dire consequences: diabetes, hypertension, high rates of bad cholesterol (LDL) and molecules of fat (triglycerides).

In the case of beer and wine, like ostriches, bury our heads in the sand in front of the advance of alcoholism in Brazil.

On Thursday, the Federal University of São Paulo (Unifesp) launched portal (http://www.informalcool.org.br/), with relevant information for professionals, managers, consumers, family members or friends who consumes alcoholic drink.

On the site, is the program “Brazil drink less”, which, as the name makes clear, is a step by step to reduce alcohol consumption.

Drinking too much causes more problems than the evils to health-heart problems, liver, immunity, mouth, Airways etc. One of the most serious consequences, in advanced cases of alcoholism, liver cirrhosis, chronic process of inflammation and fibrosis, which leads to the loss of the organ.

But there are also serious behavioural problems: traffic accidents, with dead and wounded; violence in the home; inability to work; irritability and difficult social coexistence.

For all that, the abuse of alcohol is even more serious in children and youth. In many situations the growth process has not yet been completed, and that adds up, negatively, the inexperience and immaturity.

I will not detail what diseases derived from this kind of conduct cause of spending in the unified health system (SUS), and therefore to the pocket of all Brazilians who maintain this hospital structure via taxes. And private health plans, as it enters the account of general loss ratio-spending to service policyholders – that is divided among all who are part of a contract.

I do not believe that the postponement of the advertisement schedule and the ban of the Olympic sports to avoid that adults take a beer or glass of wine at the end of the week.

But they can, that Yes, decrease the advertising load on children, especially, still unable to separate the wheat from the chaff in this area.

I therefore hope that the bold and correct decision of the Court of Santa Catarina is not revoked. And that will serve as a stimulus to which legislators and rulers to express, by means of laws and ordinances, to stop a problem that grows rapidly, threatening the future (and present) of millions of Brazilian families.

If economic interests always prevailed exclusively, we would still have slavery and no maximum working hours, weekly rest and annual leave. So, we need to reconcile, in any productive activity, financial and societal interests. Simple as that.

Image courtesy of Tim Pearce, Los Gatos

Nov 27

In Marketing Its Beer Itaipava

By News On Portuguese Beer

Petrópolis brewery, beer Itaipava, producer will have to indemnify in R $ 200 thousand to Ambev for moral damages, in addition to material damages that have not yet been determined. The decision of the Court of Justice of Rio.

The Brahma brand launched the Red Tin of beer with the slogan “the flavor of their Brahma now in color of Brahma” to differentiate and identify your brand.

Two months later, the competitor launched a can of beer Itaipava, in white, in sponsorship of the Commemorative Edition Stock Car formula that later was replaced by a similar one in red color, which led to the diversion of clients for it, configuring parasitic competition.

Petrópolis brewery defended himself on the grounds that the red color is closely linked to your brand and to beer Itaipava for many years. Claimed the brewery Ambev “piggybacked” to leverage its consumer market with the can of red color which belongs to its “trade dress”.

To the Rapporteur of the case, judge Aanand de Vasconcelos, there was use of competitor advertising strategy on the part of Petrópolis Brewery.

“What is on the agenda for discussion in this process is the use of a publicity strategy engendered by a consecrated beer brand Brahma, by a competitor, Itaipava. With these considerations can be concluded by the practice of parasitic competition by Brewery Petrópolis, in marketing its beer Itaipava, to take advantage of the advertising strategy of its competitor Beer Brahma to launch on the market canned beer in the same color of which was announced by the latter in advertising campaign that claimed high investment, a fact also unquestionable. And don’t say that such conduct is not susceptible to lead consumers to confuse the products of different brands, because the announcement of the sale of beer Brahma red can induce consumers to understanding it is similar or same products flavor “, he concluded.

Image courtesy of kthypryn

Nov 15

Advertising Beer

By News On Portuguese Beer

On the initiative of the Prosecutor’s Office of Justice of St Bernard, the Prosecutor of the State works to approve draft law of popular initiative that restricts the advertising of beer. The idea, disclosed yesterday in a public hearing, is to carry out change in Federal Law 9,294/96 and, with it, the most consumed beverage in the country on the same list of restrictions on the advertising of other spirits. The action plan includes tackling the consumption of alcohol by children and adolescents.

For the promoter of the early life of Saint Bernard, Robert Edward De Luca, has no meaning to the law that regulates advertisements leave out the beers, which are the most consumed beverages in the country. In accordance with the law, for the purpose of advertising restrictions, are considered only the liquid with an alcohol content exceeding 13 Gay Lussac scale degrees, and the beer has around 4.5 degrees. “Our proposal is to replace the 13 degrees by 0.5 degree in the legislation,” he says. The law States that only is allowed to advertise alcoholic beverages on radio and television between 9:0 pm and 6:0.

Professor, Unifesp Ronaldo Laranjeira believes that we need to move forward with public policies against alcohol consumption by young people and adolescents. The expert cited Diadema as an example of a municipality that has taken as simple and positive impact on the population. “The law closing Bars at 11:0 pm (created in 2002) significantly decreased the death rate in the city.” In ten years the reduction was 83%.

His rationale, Professor and researcher at the Unifesp (Universidade Federal de São Paulo) Ilana Pinsky presented results of his study ineffectiveness of self-regulation of advertisements of alcoholic beverages, completed this year.

According to her, the exposure of people to advertising increases the consumer’s positive vision about alcohol and the predisposition of minors to start drinking before the age of 18 years.

POPULAR

According to the Constitution of 1988, voters have the right to submit bills of popular initiative. To do this, just the signature of at least 1% of the national electorate, distributed by at least five States with 30% of his constituents. Thus, 1.7 million signatures are required. In the country, are four laws that went into effect after popular participation, the most recent being the law of clean slate (complementary law number 135/2010).

In view of the jurist and professor of USP (University of São Paulo) Dalmo Dallari, just popular awareness to enforce the freedom of expression guaranteed in article 220 of the Constitution, also made with popular participation. “The right to propose bills is a victory of the people. A breakthrough that needs to be used. ”

The petition can be accessed in the Public Petition portal (www.peticaopublica.com.br). “We believe that there will be resistance, but with the mobilization of society will be able to move forward with the project,” says the promoter.

Image courtesy of Kheel Center, Cornell University

Nov 10

Beer Ads

By News On Korean Beer

Chelsea’s New York venues. Appeared on the stage and Jiangnan style IM ringing now say all the steps that follow to dance with the audience.

Hyped and I take another gulp a beer cooler is shrouded ‘ cool ‘ with other words in the world to the audience do the coolest performance.

Jinro has produced a new television ad to meet with Sy’s scene. Ads are showing on the show IM pleasantly and intense look, naturally directing the ‘ cold beer d ‘ is needed to end the moment effectively put emphasis to express.

Non-alcoholic beer ads directly instead of the psy-d with the crowd to pour the beer an extra of the role with a shout and screaming performance reminiscent of a real-world venues.

This advertising photography is the usual contemporary ballet or personality strong artists venues located in New York City, famous for its Cedar Lake was carried out at venues.

Advertising photography at the time, besides the numerous steps with reference to the citizens of New York with the paparazzi on the scene was not filmed in Jiangnan style resonated, IM saying both citizens and the scene let appeared to dance after the concert was reminiscent of a questionable.

Image courtesy of koiart71

Nov 04

The Drawing Contains An Error

By News On Italian Beer

A premise is a must. The drawing contains an error. Wanted to of course. The legendary Martini – shaken not stirred-in sticker is cala ironically parachute along with 007, starting from Skyfall there will be no more. Production issues and advertising priorities have imposed the Bond agent an epochal change of one of its most well known habits (not a little limiting his European charm), all in favor of a much more “prosaic” Heineken Beer.

Some physicality rude and “proletariat” by Daniel Craig, one that seems at ease as much as in a casino in a fight at the bar, it would seem better to marry with malt rather than with alcohol. However, and this will be convinced so many “bondiani” hardened, it will be tough to get used to a Bond agent attached to the neck of a bottle or a mug rather than intent on gobble more elegantly the usual Cup of vodka-Martini in impeccable black Tuxedo. The story (film) they will make a reason this no small replacement grossing painless for one of british symbols par excellence, the iconic secret agent almost as much as Dracula.

Closed the question of alcohol we Skyfall which promises once again to compete with Bourne and Mission Impossible as to suspension of disbelief needed to enjoy the show with intrigue, barrels and stuntmen shot at 100 km per hour. Personally to the agent played by Daniel Craig I always trusted (Casino Royale is one of my favorite Bond) and the presence of British actor from the eye abbacchiato and perennial pout, the saga has certainly benefited after the last episode of Matt Pierce Brosnan.

Image courtesy of SweetOnVeg

Nov 03

Beer Commercial

By News On German Beer

At the sight of the posters who now loose 50 years on the hump, Birte Kleppien gets into raptures. “The beer cooperative advertising of the German breweries in the postwar years has created designs, slogans and images as well otherwise no product advertising, which the Germans today still like to remember nostalgia with a pinch”, says the Pressechefin the Radeberger Group. In her spare time she engaged the years the beer commercial, specifically from the 1950s and 1960s.

The time was marked by slogans such as “Thirst is only nice by beer”, in curved letters to read on the poster with the “wanderers in the desert”. Who holds the hand on the forehead, what reflected him as Fata Morgana, better to see: a gigantic beer glass, filled with bright barley juice and white foam Crown.

Kleppien thinks even the slogan “Two words – a beer” and the blue medallion, which campaigned as a poster or sign for “fresh beer” or “beer”. Behind the slogan: The drawing of a pretty blonde in a sexy bathing suit.

Image courtesy of obvio171

Nov 03

Top Beer

By News On Spanish Beer

Differences. Consulted today by the Beer Festival, the Minister de Salud Carlos Simón, marked differences with the event in Mendiolaza but said they will see how you publicize and raises the celebration.

“When the topic of beer party arises we will see how advertising is and how the issue is raised.” “Here there was a slogan of kermes fernetera: Let’s Eat fernert, directly promoting the consumption of alcohol”, said Mitre Córdoba, making the advertising difference between the two events.

Simon said that it was “impossible” to endorse an initiative like the Mendiolaza, beyond of that guarantee checks. “We are all large, logical people who will understand that you will not have control when we invite the decontrol”, said.

The Minister pointed out that “any party everyone something takes,” but that the event promoted directly to meet a Guinness record of the consumption. “When the subject of the Beer Festival will be where we are standing with the advertising theme and how that issue is encouraging,” said.

Fiesta de la Cerveza. Giselle Castracane, exsecretaria of tourism Villa General Belgrano, said that the beer party not discusses record consumption of beer. “Is a number that did not want to promote,” said Mitre Cordoba.

“In the case of the beer party host is beer, is a feast of custom.” “Our party will be 50 years old, always prevailed the celebration in a framework of camaraderie,” he added.

Suspended. Yesterday in the afternoon, the province clarified that she was detached with the feast of the fernet. Through a statement from the Government said that do not participate in the organization or promoting the event.

The José Governor Manuel de la Sota referred to the Festival of friends”, not to mention it, via Twitter. “I’m against sponsored by the consumption of alcohol, as well as I refused the decriminalization of drug use K Government-sponsored”,

Image courtesy of Bernt Rostad

Oct 23

Beer Ad

By News On Korean Beer

[X-sports news = broadcast entertainment team] by Kim’s ad shoot scene was unveiled.

Roy Kim’s recent audition program ‘ superstar K4 (Sutton 4) ‘ performers appeared in a new ad with the beer. He is only 20, this year, a portrait of the ‘ K4 ‘ superstar performers Mnet adult members were able to participate in a beer ad with.

Unlike other members of this as Kim’s black t-shirt clad in a chapter taken holding a frugal costumes etc. Provide a natural look as unvarnished, close your eyes and a song or someone is winning more than anyone but smiling towards the powerful visuals.

Meanwhile, Jung Jun-young and Kim as a super week is a big topic as ‘ dust ‘ which was still topped the chart and sound.

Broadcasting and entertainment team enter@xportsnews.com

Image courtesy of Franco Folini

Oct 16

Beer Advertising

By News On Portuguese Beer

SÃO PAULO-Take beer today is no longer the same thing ten years ago. In 2002, it was difficult to find something besides Skol, Nova Schin, Itaipava, Kaiser, Brahma, Antarctica and Bohemia. Today, in addition to the most popular national brands, there are numerous other specialty beers imported and vying for the Cup. Nothing more natural that the advertisement of beer also accompanied the change of the market.

“Dialogue must now be on a better level. The consumer is no longer the same, it has much more information and market, more brands, “says Flávio Casarotti, Director-General of Y&R, who has already done campaigns for brands like Antarctica, Bohemia, Nova Schin, Kaiser, Heineken, and now Crystal and Itaipava, Petropolis group.

Beer advertising, until recently, largely followed a basic recipe: lots of beautiful woman, bar or beach environment and men having fun. “It was the ideal world of men, which are 80% of consumers of the drink,” says Casarotti. This, however, no longer works.

“When the market was closed in a few national brands, advertisement followed this model. Today, the consumer is another: it is more comprehensive, as well as the market, “says Daniela Cachich, marketing director of Heineken’s premium brands in Brazil, one of the first companies to put air in a campaign outside the traditional pattern of the segment.

In 2009, Heineken has launched the film that became known as “Closet”, created by Wieden + Kennedy. In it, a woman showed the new closet for the friends who raved about by seeing so many shoes. But her husband, to show his version of closet-a cold Heineken-filled Chamber could much greater commotion his friends. Even subtitled, the commercial generated ID.

“The film generated complicity with the audience. The men said: we are anyway. And women too, “says Casarotti. It was he who created the new campaign of Itaipava. The film shows two friends drinking beer on the beach. “Are the same ingredients: the friends, the beach. But the dialogue is more refined. The characters talk about what it would be for them a perfect Brazil “, explains the publicist.

International market

Outside of Brazil, in more developed markets where beer consumption is more fragmented between different brands, propaganda dares more. The Corona, for example, launched last week a campaign all done cartoon showing how each consumer in ten different cities, take beer.

The trend is that the Brazilian market walk in the same direction. The growth of the market of premium brands and special beers is proof of this. While ordinary beers sales holds steady, the imported special and had double-digit growth and has come to represent almost 5% of the total volume, according to Claudio Czarnobai, market analyst from Nielsen. “The competitiveness in the market made the consumers become but demanding and this causes another level of language for propaganda,” he says.

Image courtesy of Galt Museum & Archives on The Commons

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