© ATOM 2012 A STUDY GUIDE BY ROGER STITSON
a Zapruder’s other films Pty Limited and Australian Broadcasting Corporation co-production
http://www.metromagazine.com.au ISBN: 978-1-74295-213-0 http://www.theeducationshop.com.au SERIES SYNOPSIS
very four years, the cream of the world’s advertisers come together for the greatest marketing event in history – two weeks of elite com- Epetition played out while the whole planet looks on. This year it’s in London and for the brands taking part, their very presence is a testament to years of dedication and focus, of sweat and toil. What do they want for their efforts? Gold, gold, gold. They want to bring home glory, to pit them- selves against the best on the planet, to be worthy of the event’s eternal motto:
‘Swifter, Higher, Stronger, Richer.’
The team that brought you The Gruen Transfer, Gruen Planet and Gruen Nation – three of the ABC’s highest-rating programs – is proud to bring you Gruen Sweat. Host Wil Anderson and regulars Todd Sampson and Russel Howcroft will be joined by guest panellists as they commentate on the brandtathlon better known as London 2012, exposing the marketing machine that underpins, underwrites and over- exploits the Olympics.
‘Throughout London 2012, the Gruen team will be taking weekly samples of the Olympics to test for traces of bullshit, hype and spin. Any brand that doesn’t test positive will be sent home in disgrace,’ said Gruen Executive Producer, Andrew Denton. ATOM 2012 ATOM ©
A study guide SCREEN EDUCATION SCREEN
2 • the entire not onlyabouttherest oftheepisode,but sequence, becauseitmaycontainpointers we shouldtakealookattheopening As thisisthefirstepisodeof Opening titles studies, SOSE/HSIE. and Advertising,CulturalStudies,Sports Psychology, BusinessStudies/Marketing Graphics, EthicsandPhilosophy, relevance toEnglish,MediaStudies, and uppersecondaryschoollevels,with This studyguideismainlyaimedatmiddle Curriculum links (see ‘Website References’). website alsocontains extra features that don’tappearintheepisodescreened to air participant putstogether anadvertisement onthesame subject. against eachotherfor theGruentrophy, inthesegmentcalledThe Pitch, where each and marathon runnerSteve Moneghetti.Also, ShaniLangiandAndrew Turley compete Howcroft, thisweek theguest panellists are Olympians,heptathlete JaneFlemming As well ashost Wil Anderson,andregular panelmembersTodd SampsonandRussel This week’s panel Episode 1 he wavehisarmsintheairatendof actions duringthesequence.Whydoes Anderson’s role, hisbehaviourand of visualsymbolism.DescribeWil of thesignage.Decipheranyexamples Comment onthemeaningandpurpose explain whyithasbeenselected. displayed throughout the sequence and technique? Listthesignagethatis of thestop-motionanimatedfilming being told.Whatmightbethepurpose and whetherthere isa‘story’ofsorts visually intheopeningtitlesequence, Discuss inclasswhatishappening A study guide Gruen Sweat series. Gruen Sweat , • • torch relay really originated–notinancient see where thepre-Games build-upofthe itive brandscometogether…’. We then Olympics, where theworld’s mostcompet which herefers to‘theLondon2012 with Wil’s introduction totheseries,in After thetitlesequence,Episode1begins Olympics branding A briefhistory of Consider alsohowyouwillusecolour, or and on-screen movement, andstyle. credits, andexplanatorytextofaction illustration, placementoftitleandany poster paper, perhapsasastoryboard of your conceptintoavisualdisplayon accompany thesequence.Transform think ofanappropriate newtitleto title sequence.You mayevenwishto create aconceptandplanfornew sequence. Inpairsorsmallgroups, decided tocreate anewopeningtitle Imagine theproducers oftheprogram the program? about thepurpose,themesandstyleof general layoutofthesequencetellus the action,cameraworkand Overall, whatdoesthecontent,look, Olympic Games? point ofviewisbeingmadeaboutthe depicted? Whatkindofmessageor not withinthesettingandlocation wearing abusinesssuitappropriate or the sequence?Isfactthatheis sequence. black-and-white, throughout the
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3 SCREEN EDUCATION © ATOM 2012 • • References’. ‘Will.i.am andthetorch’ in ‘Website build-up totheLondonGames.(See suitable choiceastorch-bearer inthe Discuss whetherpopstarWill.i.amwasa valuable pre-Games eventornot? think therelay isaworthwhileand since itwasintroduced in1936.Doyou history andpurposeofthetorch relay episode, commentonyourviewofthe After viewingthissequenceofthe product thatcaptures asenseoftheera. for aKodakcameraoranother and toincludeanadonthepage,either nineteenth-century visualandtextstyle, page ofthesouvenirprogram, inlate out research todesignonposterpapera souvenir program. You maywishtocarry why Kodakwasanadvertiserinthe1896 era,in1896.Offermodern reasons asto A study guide which the International OlympicsCommit which theInternational the 2012LondonGames,andextentto large sumsofmoneytobeassociatedwith advertisers andsponsorswhohavepaid protects thebrandingrightsof‘official’ extent towhichtheOlympicorganisation In thisepisode,thepanellooksat branding police Richer: theOlympics Swifter, Higher, Stronger, • defend orcriticisethissituation. well-known personalitieswhoeither insignia, andsomeinterviewclips by ordered toremove displaysofOlympic groups andindividualswho havebeen ‘brand exclusionzone’,newsitemsabout look atamapofLondondisplaying Subway fastfood.Thisisfollowedbya swimmer MichaelPhelpsinanadfor Olympic insignia.FirstweseeAmerican desist from displayingany associated ing thatthosewithoutofficialrightswill tee (IOC)‘BrandPolice’willgotodemand illustrate ashortcomicstripstory. narrative. Alternatively, plan,writeand torch relay isanimportantelementof dramatic modeinwhichtheOlympic Write afictionshortstoryincomedyor - - • • appliances andliving-room furniture. and tablets,homeinsurance,kitchen ers, mobilephones,computer systems ries, TVsetsandpersonalvideo record passenger airlines,clothesand accesso Some examplesare: food andsoftdrink, that isnotanofficialGamessponsor. that isbeingadvertisedorpromoted but may alsochoosearelevant product feature awell-knownathlete ornot.You You maydecidewhetheryourad voice-over andessentialsoundeffects. illustrated camerashots,dialogue, wish toprepare astoryboard ofroughly- image orreference toit.You mayalso Olympic Gamesbutcontainsnodirect TV adthatalludesbysuggestiontothe in smallgroups planthescriptforashort Following onfrom theprevious activity, in thead’s spokenscript. theuseofwordconcerning ‘official’ on thisissueandJane’s observation to theGames?NoteRussel’s comments contain areference oranimagerelating would bethelikelyoutcomeifaddid previous Games.Whatdoyouthink Phelps’ goldmedalsandsuccessin to theLondonOlympicGames,nor explain whythere are noreferences atall Michael Phelpsandhismother, and Examine theSubwayadfeaturing - - 4 SCREEN EDUCATION © ATOM 2012 • • • exclusion zone’in‘Website References’.) this agross exaggeration? (See‘Brand might ofcapitalismandbusiness,oris of beingplacedunderthreat bythe doms ofsmalllocalcommunitiesatrisk personal libertiesandtherightsfree the IOChasplacedoverLondon.Are the official‘brandexclusionzone’that Discuss thepositivesandnegativesof as BatmanandSuperman. well-known comicbookcharacterssuch Some examplesmightbetheimagesof how restrictive theyare incomparison. on othercopyrightedimagestofindout tive? You maywishtocarryoutresearch Olympic Gamesbesoheavilyrestric ‘ownership’ ofanyimagefrom any merely todaybutintothefuture? Should simply, isthisanacceptableruling,not issues attheheartofthisruling.Put so? Commentonthelegalandethical previous Olympicsinhistory. Whyisthis of theLondonOlympics,norany Gruen Sweat to beinvolved? or three weeks,whydobusinesseswant four yearsforashorttime-frameoftwo official IOCadvertiserandsponsorevery so financiallyexpensivetobecomean Wil tellsusto‘followthemoney’.Ifitis A study guide cannotshowanyfootage - - • • • • • the GamesviatheirTVsetsathome? versely, haveontheaudience viewing mean? Whatimpactdoesthis,con illusion ofthepast’.Whatdoeshe creates ‘theillusionofamateurism,the why? Russelsaysthatthissituation When didthisedicttakeplace,and banned intheOlympicsportsstadium. placement andadvertisementsare sponsorship attheGames,product For allofthecorporateadvertisingand decide onstyleandgenre foryourself. about heroes andvillains,butyoumay appear toinviteasatiricalapproach feature ofthenarrative.Thisstorywould which theOlympics‘BrandPolice’are a plan andwriteashortfictionstoryin displaying imagesoftheOlympicrings, who were ordered todesistfrom After viewingtheexamplesofpeople to have’.Explainwhathemeans. getting farmore thantheycouldafford ments that‘thesmallcompaniesare Following from theabove,Todd com at previous OlympicGames? marketing’. Hasitbeenafeature and thepurposeof‘ambush some research onthe meaning nised. Explainwhy. Carryout logos thataren’t officially recog be allowedtowearclotheswith either’. Forexample,theywillnot um, ‘Spectatorsare notimmune Wil commentsthat,atthestadi athletes’ uniformsandbags. display andthesizeofbrandlogoson Describe thesituationregarding the - - - - • dates thatare hyperlinked onthescreen. accessed byclickingontheappropriate previous episodes’pitchesmaybe campaign. Asthisseriesprogresses, processes thatgointoplanninganad provide someinsightsintothecreative Pitch, where youwillfindvideosthat When youaccessthesite,clickonThe link tothesiteisin‘Website References’. THE PITCH: • • • pitches onthe Langi andAndrew Turley abouttheir There isalsofurtherdiscussionbyShani mance-enhancing drugs. Olympian competitorstotakeperfor Australians thatitisacceptableforall Turley present advertisementstopersuade In thisepisode,ShaniLangiandAndrew Games ofthefuture mightbelike. words onwhatyouimaginetheOlympic of the‘BrandPolice’,write150–200 regulations surrounding itandthework corporate sponsorshipoftheGames, In reviewing theissuesraisedabout the eyesofwiderpublic. movement isdamagingitsownbrandin own appraisalastowhethertheOlympic episode, discussinclassthenwriteyour Overall, afterviewingthissegmentofthe with them–evenbottledwater. than 100mlsofliquidintothestadium spectators are notallowedtobringmore daily newspaperabouttheedictthat Write alettertotheeditorofLondon its argument visuallythrough repetition. ad. Commentonthewayadbuilds Describe themainargument ofShani’s Gruen Sweat website.The - 5 SCREEN EDUCATION © ATOM 2012 • Discuss whether it was a suitable promotional concept to feature the Australian athletics team in the Qantas ad. What is the aim of this ad? Do you consider that it is an unnecessary distraction for athletes to appear in these types of promotions? Is the ad itself a distraction to the intended audience? (See ‘Qantas safety demonstration’ in ‘Website References’. You may also wish to read the comments added underneath the website news story, and debate What is the purpose of the selection of Include a storyboard to indicate how whether the ad is ‘embarrassing’ or not.) accompanying soundtrack music? Is the your ad would proceed, what it might ad emotive in its appeal to the viewing look like on-screen and the essential • Jane suggests that some of the athletes audience? Does it present a logical lines of dialogue, voiceover, screen appearing in the Qantas ad might not argument? captions etc. have been paid for their appearance. What reasons does she offer for this • Describe the main argument of Andrew’s Great moments in opinion? ad. Comment on the role of the male voiceover and its relationship to what we sportsvertising • At the time this edition of Gruen Sweat see presented visually on the screen. was being filmed, there was some Who is this ad aimed at? Comment on In this series we look at three examples negative publicity about the men’s the on-screen imagery of the word ‘fair’ each week of ads in which sportspeople basketball team flying in Business Class in reinforcing the ad’s argument. In what appear. This week the Lithuanian men’s seating to England whereas the women’s ways is the ad either similar to, or basketball team teams up with The team flew Premium Economy. Todd different from, Shani’s ad? Grateful Dead, Geelong footballer Gary maintains this is sexist and adds to the Hocking changes his name to Whiskers perception that women are ‘second- • Discuss the broader and perhaps and Australia’s Olympian athletes perform class citizens’. What is your view on this implied significance of the on-screen the Qantas flight safety demonstration. subject? As well, comment on the caption at the conclusion of both ads: reason expressed by Jane as to why the ‘International Pharmaceutical Alliance’. • Carry out research then write a short women flew Premium Economy. account of the reasons behind • Why do you think the Gruen panel voted the Lithuanian men’s basketball for Andrew’s ad? How did your class team finding sponsorship from vote on the two ads? Which of the two The Grateful Dead rock band, and ads influenced you the most, and why? wearing psychedelic team uniforms at the 1992 Olympic • In pairs, plan and devise an ad that Games. (For more, see seeks to persuade all Australians of the ‘Lithuanian basketball team’ in opposing argument put by Shani and ‘Website References’.) Andrew: that all performance-enhancing drugs should be banned from use by • Geelong footballer Garry Hock- competitors in the Olympic Games. ing’s temporary name-change to Whiskers was appropriate for two reasons related to word associa- tion. What are those two reasons? In class, invent an appropriate
new name for other well-known 2012 ATOM © sportspeople where the name A study guide combines both a relationship to the individual’s or team’s mascot image and an advertised product. SCREEN EDUCATION SCREEN
6 • • • ‘Website References’.) again. (See‘StephanieRicewebsite’in regain anysemblanceofpublicstanding further sponsorship,andwhethertheycan 2012 OlympicGames,theeffect ithason ‘gold’ through adversepublicitypriortothe Kenrick MonkandNickD’Arcy achieved Australian swimmersStephanieRice, In thisepisode,thepanellooksathow Going for gold breaking downandcrying infront ofthe clips ofpersonalitiessuchasRice Describe yourreaction to seeingvideo does heusetheword ‘tragic’? someone suchasStephanieRice.Why need to‘sanitise’thepublicimageof Explain whyRusselrefers tothe‘tragic’ use –socialmediaoutlets. public spotlightmustuse–ornot ways inwhichyoungpeoplethe there areaboutthe lessonstobelearnt popular image?Commentonwhether played arole inunfairlytargeting her for theoutcome,orhasmassmedia that shehasnoonetoblamebutherself severely damagedherreputation, and her well-publicisedtweetfrom 2010 possible reasons forthis.Doyouthink her sponsorshipsinthepast.Discuss has onlyonesponsor, incomparisonto Wil informsusthatStephanieRicenow A study guide • • • • Lauren Mark. reaction overthecoverpagephotoof Compare thiswiththemedianon- posing inanAmericangunshop? radio andTV)–forbeingphotographed out –bythe‘old’media(newspapers, the twoswimmersbeenunfairlysingled agree withthischaracterisation,orhave panel –as‘DumbandDumber’.Doyou supported bytheothermembersof referred tobyWilandTodd –and Kenrick MonkandNickD’Arcy are During thissequenceoftheprogram, such asaShaneWarne. carries apublicreputation andhistory finding sponsors,withsomeonewho ties ofyoungathletes–suchasRicein Explain whyJanecontraststhedifficul made tosatisfysomeulteriorpurpose? of apologiestrulyhonest,orare they and offeelingsuperior?Are thesetypes matter of‘couchpotato’spectatorsport during thesemoments?Isitsimplya and whatare weexpectedtothink, apology. Howare weexpectedtofeel, cameras whenhavingtomakeapublic D’Arcy winsgold. short satiricalfictionstoryinwhich do youprefer, andwhy?Planwritea Olympics. Whichofthesesuggestions only men’s goldmedalattheLondon D’Arcy doifhewere towinAustralia’s what theywouldrecommend Nick The panelmembersare asked byWil media. Discuss. those whoworkandpublishinthe‘old’ exposing themselvestotheravagesof social media(Twitter, Facebooketc)are Those whousenewformsofpublic - • Gruen Sweat steroids. Thefullversionoftheadison medal aftertestingpositiveforbanned Ben Johnson,whowasstrippedofhisgold the featured athleteisCanadiansprinter entry willwintheBrown Logie.Thisweek appearing inacommercial. Thewinning performance everseenbyanathlete Planet • In thisseriesof Johnson advertisement: Ben by anathlete inan Worst performance Johnson’s guilt.Whydoyouthink tage ofandexploitsthehistoryBen product beingadvertisedtakesadvan Comment onhowtheadand buy theproduct beingadvertised? seen inanadvertisement?Would you running fortheworstperformanceever In yourview, whyisJohnsoninthe Johnson participatedinthead? branding, brand control and what you have learntabout Olympic Games –fromOlympic Games this , thesearch takesplacefortheworst the relationship between episode of Write acommentary on consumerism –andthe website. Summing up Gruen Sweat Gruen Sweat and Gruen
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7 SCREEN EDUCATION © ATOM 2012 References and further resources
Each week during this series of Gruen (Note: This film has been referenced Qantas safety demonstration: Sweat, some of the references listed below because of comments made during may change to suit the content of each Episode 1 of Gruen Sweat in which the
John A. Davis, The Olympic Games Effect: For a list of (primarily American) films
Helen Jefferson Lenskyj and Stephen Wagg, Websites
John Horne and Gary Whannel,
Scott R. Rosner, Kenneth L. Shropshire
A study guide SCREEN EDUCATION SCREEN
8 Episode 2
This week’s panel As well as host Wil Anderson and regular panel members Todd Sampson and Russel Howcroft, this week the guest panellists are Olympian aerial skier Kirstie Marshall and CEO of sports company Gemba, Rob Mills. Also, Troy O’Brien and Richard Overall compete against each other for the Gruen trophy in the segment called The Pitch, where each participant puts together an advertisement on the same subject. The Gruen Sweat website also contains extra features that don’t appear in the episode screened to air (see ‘Website References’).
Curriculum links This week, in Episode 2: • Explain why the owners of businesses This study guide is mainly aimed at middle shown in this segment of the episode are • Further attempts to thwart the and upper secondary school levels, with deliberately and calculatedly risking and London Olympics branding police; relevance to English, Media Studies, even courting prosecution. • Going for Gold – the selling of Graphics, Ethics and Philosophy, Usain Bolt; Psychology, Business Studies/Marketing • Imagine you are a local shopkeeper or a • Great moments in Sportsvertis - and Advertising, Cultural Studies, Sports representative of a local community ing – Lindford Christie inserts studies, SOSE/HSIE. fundraising group. In small groups, devise Puma-emblazoned contact lenses, a promotional poster that attempts to link a streaker promotes Vodafone and Opening titles your services to the happy event of the a London Olympic Games video Olympic Games in such a way that it display causes viewers to have Activities on the opening titles may be does not break the name-rights rules nor epileptic seizures; found in the study guide for the first the display of insignia such as the episode in this four-episode series of copyrighted image of the Olympic rings. - • The Pitch – Australian Rules foot Gruen Sweat. ball should be introduced into the Olympic Games; Evading the Olympic • Swifter, Higher, Stronger, Richer – Australian advertisers at the Brand Police Olympics go patriotic; After the title sequence, Episode 2 • The Worst Performance ever by an begins with more news of efforts by athlete in an ad – cricketer Doug non-accredited businesses to Bollinger and some of his Austral- evade being closed down by the ian team mates. zealotry of the Olympics Important topics in this episode include ‘brand police’ for daring to the commercialisation, image-making display any reference to and iconography of sporting fame and Olympic imagery in their public promotions popularity, and whether young children and advertising. should be offered sports sponsorships. • Write a short commentary on the examples shown in this episode of how various organisations or businesses attempted to defy or evade those who police Olympic Games advertising rights
accreditation status. From a legal ATOM © viewpoint, how successful do you think A study guide they might be in evading either a ‘please desist’ notice, a threat of prosecution or a fine? SCREEN EDUCATION SCREEN
9 wished hehadnotmade. screening ofanadthatBoltmayhave not. We concludethissegmentwitha self-promotion andbrandadvertisingor be packagedintoasellableformof Jenneke andwhetherher‘moves’should behaviour ofAustralianathleteMichelle and asimilarlookatthe‘natural’on-track ability asanathletewhocanactuallyact, branding appearances,includinghisrare and videoclipsofBolt’s promotional and is followedbymore discussion,photos es offeaturinginthemakinganad.This Marshall tellsusaboutherownexperienc Pepsi ad,thenpanelmemberKirstie champion UsainBolt.FirstweseeBoltina man alive,charismaticJamaicansprinting advertising andsellingpowerofthefastest In thisepisodethepanellooksathuge GOING FORGOLD: • ‘miss-spelt’ lettering. window displayofOlympicsquares and Surbiton shopkeeper, abouthisshop write anofficiallettertoMrFred London, branding rightscommittee.Planand working forthe2012OlympicGames You are amemberofthelegalteam A study guide UsainBolt - • • • • • iconic Boltpose.Findoutwhere the Discuss thevalueincorporatedin physical size. Branson are visuallycontrastedin the filmmakerinwayBoltand Comment onthepossibleintentionsof Richard Branson,play, andwhy? does theownerofVirgin business, product beingadvertised?Whatrole appearance intheadassociateto track gear?Inwhatwaydoeshis environment, yetiswearingathletics Bolt isdepictedinabusinessoffice it similarordifferent? Whydoyouthink the Virgin computersad.Inwhatwaysis ad totheimageconstructedofhimin Compare theimageofBoltinPepsi – aneveryman? ‘hero’ orasacommon,everydaycitizen Bolt. Forexample,ishepresented asa on-screen imagetheadconstructsof angles, lightingandediting,discussthe From therangeofcamerashots, program, inwhichUsainBoltappears. View thefirstadinthissequenceof public fortheirfaults.BoxerMike Tyson boys’ insportcanbeforgiven bythe to afurtherdiscussiononwhether ‘bad athlete hittingamascot,which gives rise images ofUsainBolt,weseevision ofan In contrasttothediscussionand infinity’. a brandiscertaintyofcashflowinto Russel’s commentthat ‘thedefinitionof In relation totheBoltpose, explain dancehall’ in‘Website References’.) ‘archer’ poseoriginated. (See ‘Jamaican • • • • • ‘good sportsmanship’,andisitmore sportsmanship’? Howwouldyoudefine bullies …insportswewantgood that ‘weare teachingkidsnottobe What doesKirstiemeanwhenshesays because theylaterwinsportingcontests. should everforgive ‘badboys’merely is anexample.Commentonwhetherwe fundraisers andparticipatingin adver Australian athletesspendtime attending ances inayear. Shouldourown who committedto120daysof appear Rob tellsusthatheknowsofan athlete charity fundraisers. an athletesuchasBoltparticipatingin Comment onthepurposeandvalueof as acautionarytale. approach ofthestorybeing presented taking thethematicandnarrative sports sponsorship.You mightconsider which ayoungboyorgirlisoffered a plan andwriteashortfictionstoryin Following from theprevious discussion, pitfalls ofsuchasituation? sorships. Whatmightbethebenefitsand Todd –shouldbeoffered sportsspon six yearsoldinanexamplegivenby whether youngchildren –asyoung ship andchildren. Discussinclass Take noteofthediscussiononsponsor advise? moves? Ishecorrect? Whatwouldyou cialise nortradeonherpre-race dance athlete MichelleJennekenotcommer Why doesRusselinsistthatAustralian important thanwinning? - - - - - 10 SCREEN EDUCATION © ATOM 2012 • • • 100 metre sprintfinalat the 2012 future sponsorshipifBolt shouldlosethe Todd refers towhatmight happen with from thescreening ofthisepisode? there belegalramifications resulting grams suchas are morallyandethicallyfaironpro ‘blackout’ andwhethertheserestrictions Gruen Sweat during thefilmingofthisepisode blackout’ ofadvertisingthatisinplace Wil refers toan‘officialthirty-day demeanour andstyleduringthead? think theaudiencenoticedaboutBolt’s his firstpieceofdialogue.Whatdoyou studio audiencelaughedbytheendof Usain Boltappears.DiscusswhytheTV View thePumaperfumeadinwhich keeping fit, recovering from injuriesetc? tisements attheexpenseoftraining, A study guide . Explainthetermsof Gruen Sweat . Could - speople appearorinwhichsportisused each weekofadseitherinwhichsport In thisserieswelookatthree examples sportsvertising Great momentsin • give viewersepilepticseizures. Olympics promotional video isreported to a rugbymatch,andtheLondon2012 Vodafone encouragesastreaker todisrupt lenses withaPumalogointhem;also, sprinter Linford Christiewearing contact to sellproducts. Thisweek weseeBritish business practice. loved client,orwhetherit’s good cynicism towards afamousandwell- Discuss whetherthisamountstototal plotting shouldBoltnothavewon. sponsors mighthavealready been strategic movesthatadvertisersand broke theOlympicrecord.) Explainthe retrospect thathewontheeventand Olympic Games.(We nowknowin regulations inforce during the2012 Games. Consideringthebranding Puma logoduringthe1996Atlanta contact lensesemblazonedwith the Explain whyLinford Christie wore - • • • thinking behindthedesignofyour logo. screen, thenexplaintotheclassyour either onposterpaperoracomputer redesign thelogotoyourownliking thinks? Inpairsyoumaywantto Russel believes,orisit‘awful’,asTodd achieve andtodepict?Isit‘brilliant’,as do youthinkthelogoisattemptingto style oftheLondonGameslogo.What Discuss theappearance,designand corporation tobehaveinthismanner? is itworsethanoffensive for abusiness spectators andsomethingtotolerate,or event. Isitmerely abitof funforthe Vodafone logo,disruptingasports pay allthecostsofastreaker, wearinga What isyourviewofVodafone offering to home-grown reading audience. headline andthenewsstoryfora decide howyouwill‘slant’boththe about it.AsChristieisBritish,youshould Construct aBritishnewspaperreport place atthe2012OlympicGames. previous discussionwasactuallytotake Imagine thescenariooutlinedin competition. today havebeenbannedfrom Games, discusswhetherChristiemight 11 SCREEN EDUCATION © ATOM 2012 • dates thatare hyperlinkedonthescreen. accessed byclickingontheappropriate previous episodes’pitchesmaybe an adcampaign.Asthisseriesprogresses, the creative processes thatgo into planning find videosthatprovide someinsightsinto the site,clickonThePitch,where youwill ‘Website References’. Whenyouaccess Sweat Richard abouttheirpitchesonthe There isalsofurtherdiscussionbyTroy and Olympic Gamescompetition. Rules footballshouldbeintroduced into suade theentire worldthatAustralian Overall present advertisementstoper In thisepisode,Troy O’BrienandRichard an Olympicssport Aussie Rulesshould be THE PITCH: ad andthewayinwhichtheserelate to effects graphicstowards theendof music play?Discusstheuseofspecial does theaccompanyingsoundtrack use ofclose-upcamerashots.Whatrole effect oftheslow-motion visualsandthe narrator. Examinethepurposeand ‘What if?’,posedbythevoiceover Comment ontheuseofquestion, Describe themainargument ofTroy’s ad. website. The link to the site is in website.Thelinktothesiteisin A study guide
Gruen Gruen -
• • • • voted forRichard’s ad?Howdidyour effects andchoiceofmusic. voiceover, anda descriptionofsound illustrated camerashots,dialogue or may alsowishtocreate astoryboard of in bothTroy’s andRichard’s ads.You do notreplicate thearguments proposed football asanOlympicsport.Ensure you Committee toincludeAustralianRules Olympic to persuadetheInternational In pairs, plan and devise an ad that seeks why? two adsinfluencedyouthemost,and class voteonthetwoads?Whichof Why doyouthinkthe influence aviewingaudience. purpose asameanstoattractand humour inbothadsanditspower Write acommentaryontherole of it adistraction? ment andoverallpurposeofthead,oris conclusion relate tothegeneralargu way itsuddenlychanges.Doesthe cance ofthefinalshotinad,and this adaimedat?Discussthesignifi the role ofthemalevoiceover. Whois rather thansportsnews?Commenton this adchoosetopresent financialnews of newspaperfront pages.Whydoes the argument. Bothadsbeginwithshots and thewayinwhichitcomplements ad. Discussthegenericstyleofad Describe themainargument ofRichard’s specific audienceornot. on whethertheadisfocuseda the finalcamerashot.Overall,comment ment onthesignificanceandimpactof the conceptofa‘global’game.Com Gruen panelall - - - • views oftheAustralianlandandseascape. passenger planeslowlydriftsacross various finally anadforQantasinwhichunseen featuring swimmerJamesMagnussen,and wealth Bank’s ‘CAN/CAN’T’promotion performed. We alsolookattheCommon for Telstra where the an outbacktrack,anda‘Hero Message’ad Olympian CathyFreeman materialiseson We seeaColesadinwhichfamous part inthe2012LondonOlympicGames. athletes whoare leavingourshores totake patriotism towards supportingAustralian ads thatseektoinspire asenseofnational In thisepisodethepanellooksatAustralian Richer Swifter, Higher, Stronger, Examine thefirstadscreened inthis and contentthatweseeinthisad? to associateitselfwithalltheimagery you thinktheColesbrandisattempting symbols. Istheadpatriotic?Howdo recognisably Australianmotifsand Discuss whethertheaddrawsupon ad isconstructingforitsaudience. the ad?Commentonmessage purpose doesCathyFreeman havein commentary inthebackground. What purpose oftheaccompanyingradio/TV outback Australiantrack,andthe the youngathleterunningalongan very deliberatechoiceofactortoplay segment oftheepisode.Discuss Down Under song is songis - 12 SCREEN EDUCATION © ATOM 2012 • • • • say aboutthead,thenaskwhatvalues Listen towhatKirstie,RobandTodd ‘before’ and‘after’,isthe adeffective? pleted hisevents.Regardless of bered) byus and asitisnowviewed(orremem the eventsinwhichMagnussenswam, was meanttobeviewedbyus ance init–from twoviewpoints:asit of thead–andMagnussen’s appear sen. Discussthecontentandmessage ad, featuringswimmerJamesMagnus View theCommonwealthBank‘CAN’ SMS service? more personalthantoday’s Herogram she wasacompetingOlympian, the ‘old-fashioned’Herogram fax,when redundant. WhydoesKirstiesaythat Explain whyTodd thinksitisnot Telstra Herogram isnowredundant. Games in2008,Wilaskswhetherthe Facebook sincetheprevious Olympic of socialmediasuchasTwitter and In viewofthemassiveincrease inusers audience? in termsofitseffect onaviewing in thead?Whatisintentionofad no participatingOlympicathletesappear portrayed on-camera.Whydoyouthink and therangeofgroupings andlocations Message isconnectedtoboththesong discuss howtheconceptofHero View theTelstra ‘DownUnder’ad,then apparition, oravisionofthefuture. it mightbeataleaboutghostly the outback,aboutayounggirl’s dream; poem. Itmightbeastoryorpoemabout and writeashortfictionstoryor upon theimageryofColesadtoplan – inanywayyouthinksuitabledraw Discuss inclassthepossibilities,then A study guide since Magnussencom before - - -
- • • it isattemptingtopromote, andwhether tion intheLondonOlympicGames? or otherwise–withAustralia’s participa associating itselfinanyway–obviously Qantas logointhefinalshot.Isthisad Comment onthepositioningof upwards, changesonlyinthefinalshot? view, from lookingdownwards tolooking ad. Whydoyouthinkthevisualpointof complements thevisualelementsof editing andwhetherthesoundtrack the waytheyare sequencedthrough ing andmovementofthecamerashots, Qantas ad.Lookatthecontent,position message andtheemotivepowerof of theepisode,writeananalysis After viewingthefinaladinthissequence apostrophe? Discuss. Should theCANadhavefeatured an to thenationingeneral. those valuesare acceptabletoyouand - - • the adison of theAustralianteam.Thefullversion Doug Bollinger, alongwithothermembers the featured athleteisAustraliancricketer entry willwintheBrown Logie.Thisweek appearing inacommercial. Thewinning performance everseenbyanathlete Planet • In thisseriesof Bollinger advertisement: Doug by anathlete inan Worst performance at thechoirinbackground. Vodafone singingad.Look,forinstance, the worstorbestperformerin Comment onwhetherDougBollingeris are singing? the functionofsongparticipants Describe thepurposeofthisad.Whatis , thesearch takesplacefortheworst fame –from thisepisodeof what you have learntabout charisma, performance and branding andcommerciali sation –andhugesporting the relationship between Write acommentary on Gruen Sweat Gruen Sweat Summing up Gruen Sweat and website. Gruen . - 13 SCREEN EDUCATION © ATOM 2012 References and further resources
Each week during this series of Gruen Film Films: Sweat, some of the references listed below may change to suit the content of each Jerry Maguire (Cameron Crow, 1996),
Eileen Kennedy and Laura Hills, Sport, Media and Society, Berg, Oxford, 2009.
Gavin Poynter and Iain MacRury, Olympic Cities: 2012 and the Remaking of London, Ashgate, Farnham, UK, 2009.
Scott R. Rosner, Kenneth L. Shropshire (eds), The Business of Sports, Jones & Bartlett Learning, Sudbury, MA, second edition, 2011. ATOM 2012 ATOM ©
A study guide SCREEN EDUCATION SCREEN
14 (see ‘Website References’). website alsocontains extra features that don’tappearintheepisodescreened to air participant putstogether anadvertisement onthesame subject.The against eachotherfor theGruentrophy inthesegmentcalledThe Pitch, where each is CEOofVal Morgan CinemaMarketing. Also, Rowan Smith andNimaYassini compete runs herown communications company, andthree-time OlympianDamianKeogh, who Howcroft, thisweek theguest panellists are double-Paralympian Karni Liddell,who As well ashost Wil Andersonandregular panelmembersTodd SampsonandRussel This week’s panel Episode 3 A study guide Olympics sponsorshipaccreditation Guardian outlets –the with newsaboutmediabroadcasting After thetitlesequence,Episode3begins Brand Police Evading theOlympic Gruen Sweat episode inthisfour-episode seriesof found inthestudyguideforfirst Activities ontheopeningtitlesmaybe Opening titles studies, HSIE/SOSE. and Advertising,CulturalStudies,Sports Psychology, BusinessStudies/Marketing Graphics, EthicsandPhilosophy, relevance toEnglish,MediaStudies, and uppersecondaryschoollevels,with This studyguideismainlyaimedatmiddle Curriculum links • partner: BritishAirways. unusual promotion byapaid-up Olympics Olympic ‘brandpolice’.We alsolookatan attempting toevadetherulesof broken? What are thepenaltiesiftheserulesare display viatelevisionandonline sources. Olympics broadcasters are permittedto much visualfootagenon-accredited (IOC) rulesandregulations astohow OlympicsCommission’sInternational First, carryoutresearch tofindthe –withoutofficialLondon Wall Journal Street . and The •
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15 SCREEN EDUCATION © ATOM 2012 • • passenger port-viewwindowshut? woman passengerintheadslams music. Also,whydoyouthinkthe choice ofaccompanyingsoundtrack the cityofLondon.Commenton told intheadandvisionpresented of advantage’? Explainthe‘story’being the ad,whichinpartrefers to‘home to theon-screen captionattheendof How doesthischaracteristiccorrespond ad isnotseenflying,oreventakingoff? think thepassengerplanefeatured inthe View theBritishAirwaysad.Whydoyou directly toyourclass. of theevent,orstageandenactit ther create andeditavideopresentation any non-broadcaster IOCregulations. Ei are abletopresent itwithoutbreaking Australians featured), ensuringthatyou 2012 Olympics(perhapsoneinwhich sports eventthattookplaceduringthe groups orpairs,planthestagingofa footage andvoiceoveroftheevent.In enacted onlinewithoutusingdirect sports eventcanbebroadcast and We haveseentwowaysinwhicha A study guide - see anadbyAdidas,theofficialfootwear manages toflouttheserules.Finallywe world championsprinterUsainBolt media interviews,andwewonderhow raised duringpress conferences and versus officialGamessponsorisalso Dre Beats.Theissueofathletesponsor accreditation inheadphonecompanyDr another businesswithoutOlympics Olympics. Nextweseepromotions by tions byNikefrom the1992and1996 also seephotosandon-locationpromo playing throughout the2012Games.We footwear giantNike,whichhasbeen look atanadbynon-accredited sporting prominence ofofficialsponsors.Firstwe undermine andsubverttheadvertising paid-for Olympicsaccreditation attemptto which businesscorporationswithout In thisepisode,thepanellooksatwaysin brand ambushing sponsorship and GOING FORGOLD: • the Nikeimage. thing veryinteresting about thehistoryof some Games. Andinpassingwelearn sponsor atthe2012LondonOlympic way arelationship tothatevent.Inwhat alludes to,hintsat,orsuggests inany Olympic Games,discusswhether it was screened throughout theLondon throughout thead?Notingthatad the purposeofthisnarrativeprocedure are theseLondonssituated, andwhatis ‘London’ feature duringthe ad,where the program. Howmanyversions of View thefirstNikeadinthis sequenceof
- - • • • • • we’ve cometobelievethatgreatness is The voiceovernarratorsays,‘Somehow rival andOlympicssponsorAdidas? way isthead‘ambushing’itscorporate already lookedat. out inthefirstofNikeads we’ve whether eitheroftheserulesare played What are thesetworules?Commenton Todd refers totwo‘rulesofambushing’. same activitiesduringthelatestGames. restrictions were theytocarryoutthe they wouldbebreaking any legal previous OlympicGames andwhether participated inproduct ambushing at Comment onthewaysinwhichNikehas justified? point ofthegeneraldiscussion,orishe merely offensive tous,andnotthe makes aftertheNikeadisscreened. Isit Comment onthepoliticalpointthatWil board? young boyplungingoff thehighdiving Nike adconcludeswithashotof us asviewers?Whydoyouthinkthe soundtrack musicisintendedtohaveon What impactdoyouthinkthe Who istheNikeadaimedat,andwhy? the adwasscreened. ly inlightoftheselectedtimeatwhich dishonesty –ofthisstatement,especial all ofus.’Discussthetruth–or superstars. Thetruthis,greatness isfor reserved forthechosenfew, forthe - 16 SCREEN EDUCATION © ATOM 2012 • • • • handbook. WhatisRule40?Whycan Wil refers to‘Rule40’ofthe Olympics because thesizzlemakesmore money.’ this [DrDre] istheperfect example, rather sellthesizzlethansteak.Well, reference toDrDre headphones,‘we’d Explain whatTodd meansbysaying,in ‘Website References’.) (For more background, see‘DrDre’ in and whetheryouagree withhimornot. why Russelregards DrDre as‘squatters’ Dre Beatsheadphonesbusiness.Explain Another OlympicsambusheristheDr narrator. the spokencontentofavoiceover might appearattheendofad,and consider anapton-screen sloganthat Olympic sponsorshiprights.You should ambushing ofanotherairlinethatholds the airlineistakingpartincorporate on TVduringanOlympicGameswhere strategy foranairlineadtobescreened In pairsorsmallgroups, devisea A study guide • • • View thefinaladscreened inthis not officiallyendorsedbytheIOC? to athleteswhosepersonalsponsorsare them bytheIOC?Doessameapply advantaged bytherulesimposedupon cial sponsorultimatelydisadvantagedor are athleteswhodon’t haveacommer then considerthefollowingquestions: difficulty’ madeby Todd andDamian, ‘commercial reality’ and‘commercial world’. Examinethecommentsabout Olympics are ‘areflection ofthe real meanswhenshesaysthatthe Karni athletes posedbyRule40,discusswhat In reference totherestrictions on References’.) ‘Trickett andRule40’in‘Website 40 whenothersmaynot?(Formore, see athletes suchasUsainBoltignore Rule How doyouthink brandambushingat competitive businessandcommerce? adults orisitjustifiableinthe world of ing? Isitachildishpracticeby grown-up morality andethicsofbrandambush In general,whatisyourviewabout the narration? London working-class,malevoiceover do youthinktheadvertiserschosea both thevisualandaudioelements.Why ad’s portrayalofBritish athletes,noting Olympics. Write acommentary onthe official footwearsponsorattheLondon sequence oftheepisodeforAdidas, - - mascots Wenlock andMandeville. we meetLondonOlympicandParalympic between twoAmericanathletes, andfinally a non-existentgoldmedalOlympics rivalry from 1992promotingouttobe whatturned considered. We alsolookataReebokad CBA adthatmightalsohavebeenill- ‘CAN’ adsthatbackfired, weseeanonline series ofCommonwealthBankAustralia used tosellproducts. This week,followinga sportspeople appearorinwhichsportis each weekofadseitherinwhich In thisserieswelookatthree examples sportsvertising Great momentsin • – bythoroughly enforcing thepresent the OlympicGamescouldbeeradicated References’.) (See ‘Nikeinmythology’‘Website least oneillustrationofNikeinyourstory. newspaper front pagereport. Includeat example, asasatiricalcomedy, orasa presented inavarietyofways:for You mightconsiderthisstorytobe Nike appearsattheOlympicGames. a shortfictionstoryinwhichthe‘real’ silver andbronze medals?Planandwrite medal? Whatorwhoisportrayedonthe Nike portrayedoneachOlympicgold In Greek mythology, whoisNike?Why more lenient? rules orbymakingthestricter 17 SCREEN EDUCATION © ATOM 2012 • • • • • Mandeville. Uponseeingthem,describe Finally, Wilintroduces ustoWenlock and counting yourchickensbefore theyhatch. you investagreat dealof money in short storyaboutwhatmightensuewhen featuring CadelEvans,planandwritea basis, andtheSwissevitaminsad Drawing upontheDanandDaveadasa behind it. ed nature oftheirrivalryandthepurpose Johnson appear. Discusstheconstruct American athletesDanO’BrienandDave View the1992adforReebokinwhich enacting yourscriptstotheclass. state ofmind.You mightconsider general shouldreflect theirmoodand CAN? Thedialogueandconversationin for someonetoblameandcarrythe the outcome,orangry, orperhapslooking reputation. Would theybehappyabout have contributedtotheircorporate rate oftheCANads,andwhetherads which theydiscussthesuccessorfailure among bankadvertisingexecutivesin work inpairstodeviseadialoguesketch Following from theprevious discussion, program. screened inthissequenceofthe ad filmedinaLondonstreet, and otherwise –oftheCommonwealthBank Comment ontheappropriateness –or A study guide - the creative processes thatgointoplanning find videosthatprovide some insightsinto the site,clickonThePitch,where youwill ‘WebsiteReferences’. When you access Sweat and Nimaabouttheirpitchesonthe There isalsofurtherdiscussionbyRowan dollars. no longerbefundedbyAustraliantax Australians thattheirOlympicsteamshould Yassini present advertisementstopersuade In thisepisode,RowanSmithandNima de-funded Olympics team shouldbe THE PITCH: • • • • • that are hyperlinkedonthe screen. cessed byclickingontheappropriate dates previous episodes’pitches maybeac an adcampaign.Asthisseriesprogresses, mascots. Are youemotionallydrawnto style asOlympicandParalympic your reaction totheirappearanceand related totheLondonOlympicGames. Mandeville haveanadventure thatis strip storyinwhichWenlock and create, writeandillustrateashortcomic Either byyourselforwithapartner, innocent mascotsandtoys. corporate revenue raisersratherthan are, orare not,merely exploitativeand and Mandeville,arguing whetherthey Discuss thewidermeaningofWenlock Mandeville’ in‘Website References’.) ‘Mandeville’? (See‘Wenlock and mascot’s name.Why‘Wenlock’? Why out thepurposeandrelevance ofeach objects. Carryoutsomeresearch tofind the target audienceforbuyingthese them? DoyouwarmtoDescribe Comment onthegeneralvision ofthe the overallargument. the on-screen imagesandtoemphasise of Rowan’s adisusedtocomplement Analyse thewayinwhichsoundtrack Rowan’s ad. Summarise themainargument of website. The link to the site is in website.Thelinktothesiteisin theAustralian Gruen Gruen - • • • • Why doyouthinkthere wasanevenly gains itsaudienceatthatmoment? lar point?Doyouthinktheadloses or ence gaspandgroan loudlyataparticu example, doesthe power ofNima’s adlies. Why, for Discuss where theemotional force and mounting repetition. Discuss. Nima’s adrevolves around asenseof ad. Summarise themainargument ofNima’s throughout Rowan’s ad. state ofAustraliansocietydepicted Gruen studioaudi - - 18 SCREEN EDUCATION © ATOM 2012 spill andtheensuingenvironmental disaster, involvement intheDeepwaterHorizonoil BP’s latestads,twoyearsaftertheir London OlympicGames.Firstweseeoneof citizens andworthysponsorsofthe2012 reposition theirbrandsasgoodcorporate nity reputations whoare nowattemptingto corporations withpoorordamagedcommu In thisepisodethepanellooksatbusiness Richer Swifter, Higher, Stronger, • wish tocreate astoryboard ofyourad. any), silenceandsoundeffects. You may the powerofon-screen visuals,music(if effectiveness ofrhetoricallanguageand argument thattheadwillmount, Olympic Gamesin2016.Considerthe doubled inpreparation forthenext funding oftheOlympicteamshouldbe to influenceAustraliansthatgovernment In pairs,plananddeviseanaddesigned you themost,andwhy? ads? Whichofthetwoadsinfluenced ads? Howdidyourclassvoteonthetwo split votebythe A study guide Gruen panelforboth - • • reputation. its company GlaxoSmithKline,tarnishing another Olympicssponsor, pharmaceutical ble and‘green’, andfinallythere isnewsof Dow Chemicalstoappearsociallyresponsi participation. Thenwelookatattemptsby of communityprotest andangeratBP’s sponsorship. Thisisfollowedbyexamples corporations suchasBPtoparticipatein defends therightofformerlydamaged Coe, representing theLondonGames, followed byaninterviewinwhichSebastian • tion) andthecolourstylingof the screen andinthevoiceover narra suggested throughout thead(bothon colour equatetoboththemessage use ofcolour. Howdoesthisuseof program, thencommentonitsfavoured beginning ofthissequencethe Examine theBPadscreened atthe ‘Website References’.) disaster. (See‘DeepwaterHorizon’in the BPDeepwaterHorizonoilspill research, ifnecessary, onthehistoryof First, carryoutsomebackground images oftheir primary marketing? Why don’t BP’s Olympicsadsfeature in reality, doesBP primarilymarket? about BP’s marketingofbiofuels?What, the BPad.Whatpointdoeshe make Todd refers totheissueof‘biofuels’in at DeepwaterHorizon. in movingawayfrom the events of2010 think BPisrepositioning itself inthisad into view. Commentalsoonhowyou the imageofBPlogomaterialising how theyare usedinconjunction with near theendofad,thendescribe BP logo?Listentothesoundeffects - - • • • • • Games are keentoencouragesuch organisers oftheLondonOlympic Why doyouthinktheIOCand providers ofassistancetotheGames. be involvedasOlympicsponsorsand corporations suchasBPforwantingto giving aninterviewinwhichheapplauds Look atthevideoofSebastianCoe various outletsof availableelectronic that mightbeputintoeffect viathe overcome, ingroups deviseastrategy comments onhowthismightbe Games takingplace.Basedon Russel’s reputation isevaporatingpriortothe and angry, andyourcorporation’s reaction tothesestoriesis highlycritical The predominant voiceof socialmedia long workinghoursare prevalent. in theprogram), where lowwagesand Wil’s commentsabout thisissueearlier age children inadeveloping country(see your company’s employment ofunder ing partner;newsreports appearabout and isanOlympicssponsororadvertis company manufactures sportsfootwear imagine thefollowingscenario:Your Following from theprevious activity, influence andchangeadversepublicity. and counteradversepublicity, andtryto businesses today, suchasBP, contain Comment onRussel’s explanationofhow their reactions are acceptableornot? groups toBP’s participation.Doyouthink of Green andotherenvironmentalist London Olympics.Discussthereaction protests atBP’s involvementinthe Wil showsusphotosandvideoof organisations toplayapart? - - 19 SCREEN EDUCATION © ATOM 2012 social media. Consider the use of a suggests that in twenty years time they, • Why do you think the ad contains vision range of interrelated media tools such as too, will not be sponsors. Explain the of a dodgem track and shots featuring written text, photos, videos and illustrat- thinking behind her prophecy, and milk cartons superimposed over scenes ed posters in spreading your counter- whether you agree with her. of London? measures. • Taking into account Karni’s views as to • Plan and write a fictionalised story about • View the first of the Dow Chemical ads the sponsors she would like to see at the making of Mark Webber’s Canberra screened during the program. Comment the Olympic Games, plan, write and Milk ad. For example, you may look at on the style and message of the ad, and illustrate a newspaper article published the efforts by the ad’s director to capture the use of voice, image and music. Is the in the year 2032, twenty years on from Webber’s attention, learn the words and ad effective in selling its brand? Why the London Olympics. The newspaper the tune, and to sound as though he is didn’t members of the Gruen panel like it? article (or online website, if newspapers interested in the event. no longer exist at that time) will be a • Comment on whether there is a story story about which corporations, busi- and argument being expressed in the nesses, organisations etc. will be the second of the Dow ads. What is the major Olympic sponsors, and why. purpose of the green creature and what is it supposed to represent? What does Worst performance the invented term ‘solutionism’ mean? Why does Russel refer to the soundtrack by an athlete in an as ‘tragic’? advertisement: Mark Webber • Wil asks a pertinent question: ‘I don’t buy Dow products at the supermarket. In this series of Gruen Sweat and Gruen Why does a company like Dow make Planet the search takes place for the worst ads?’ What is Dow’s strategy in making performance ever seen by an athlete this ad? What are they actually advertis- appearing in a commercial. The winning ing, to whom, and why? entry will win the Brown Logie. This week the featured athlete is Australian Formula • Earlier in this sequence of the program One driver Mark Webber. The full version we saw Lord Coe in a news clip speak- of the ad is on the Gruen Sweat website. ing about the desirability of taking on multinational corporate sponsors who • Comment on the possible reasons, from may have transgressed in the past. Carry the client’s viewpoint, behind Mark out further research into the news story Webber’s participation in the Canberra that Wil refers to at the end of this Milk ad, and whether the client would sequence involving pharmaceuticals have been pleased with the result. Why business GlaxoSmithKline versus a does Mark have a pronounced five sense of ‘purity’, then discuss the o’clock shadow and appear to be very question of whether the IOC should tired? continue its partnership with this corporation. (See ‘Glaxo pleads guilty in court’, in ‘Website References’.)
• Phillip Morris is no longer an Olympics Summing up sponsor. Why? Karni refers to two present-day Olympics sponsors, and Write a commentary on what you have learnt about the reasons and the
strategies behind brand 2012 ATOM ©
A study guide repositioning and the re- building of corporate repu- tation, from this episode of Gruen Sweat. SCREEN EDUCATION SCREEN
20 edition, 2011. Sudbury,& BartlettLearning, MA,second (eds), Scott R.Rosner, KennethL.Shropshire New York, 2011. The CompleteStory Colin Read, UK,2009. Ashgate, Farnham, Cities: 2012andtheRemakingofLondon Gavin PoynterandIainMacRury, Media andSociety Eileen KennedyandLauraHills, Abingdon, Oxen;NewYork, 2012. Understanding theOlympics andGaryWhannel, John Horne London, 2008. a SportingEvent Practical GuidetoProtectingtheBrandof Phillip Johnson, 2012. Studies Wagg, Helen Jefferson LenskyjandStephen second edition,2012. Brands How SportsMarketingBuildsStrong John A.Davis, Books advertising, andbrandingetc. and itsrelationship tosponsorship, sources aboutthe2012OlympicGames episode, ortoprovide awiderspread of may changetosuitthecontentofeach Sweat Each weekduringthisseriesof References andfurtherresources The BusinessofSports someofthereferences listedbelow The PalgraveHandbookofOlympic , JohnWiley&Sons,Hoboken, A study guide , PalgraveMacmillan,Basingstoke, BP andtheMacondoSpill: The OlympicGamesEffect: Ambush Marketing:A , Sweet&Maxwell, , Berg, Oxford, 2009. , PalgraveMacmillan, , Routledge, , Jones Gruen
Sport, Olympic
, Stephen Waddington, < Deepwater Horizon: August 2012. -ambush-ad-106938 -olympics-ambush-marketing-in-olympics < 14 August2012. -ambush-marketing/237323/ < EDMAA 59YpUMffO9ChiAeyy4HQCA&ved=0CIICEI as_sdt=0&as_vis=1&oi=scholart&sa=X&ei= q=%22ambush+marketing%22&hl=en& < Ambush marketing: Websites ‘Website References’. generally aboutsport,see‘Films’in about theOlympicGamesandmore For alistof(primarilyAmerican)films ing sportsstars.) business andpromotions sideofmanag (Note: Thisfeature filmpartlylooksatthe Maguire Jerry Film Bloomsbury Publishing,London,2012. Managing CorporateReputation accessed 14August2012. < accessed 14August2012. jul/31/dr-dre-beats-olympic-brand-police < Dr Dre: 53KJecfzgjQ < 2012. Horizon_oil_spill http://en.wikipedia.org/wiki/Deepwater_ http://mumbrella.com.au/iselect-mocks http://www.pamil-visions.net/nike-vault http://scholar.google.com.au/scholar? http://en.wikipedia.org/wiki/Dr._Dre http://www.guardian.co.uk/media/2012/ http://www.youtube.com/watch?v= >, accessed14August2012. >, accessed15August2012. (Cameron Crow, 1996) >, accessed15August >, accessed14 Brand Anarchy: >, accessed ,
>,
-
>,
chemicals/9374104/Glaxo-whistleblowers newsbysector/pharmaceuticalsand < Glaxo pleadsguiltyincourt: sports_films < Olympic_films < Films: 2012. and_Mandeville < accessed 14August2012. our-brand/making-of-the-mascot/ < Wenlock andMandeville: 14 August2012. -fna1k39o-1226443412795 -breaks-the-marketing-rules/story monday-section/tricketts-sponsor-tweet < Trickett andRule40: (mythology) < Nike inmythology: accessed 1August2012. < Gruen Sweat: 14 August2012. -to-share-250m-windfall.html http://www.telegraph.co.uk/finance/ http://en.wikipedia.org/wiki/List_of_ http://en.wikipedia.org/wiki/Category: http://en.wikipedia.org/wiki/Wenlock_ http://www.london2012.com/about-us/ http://www.theaustralian.com.au/media/ http://en.wikipedia.org/wiki/Nike_ http://www.abc.net.au/tv/gruensweat/ >, accessed14August2012. >, accessed2August2012. >, accessed2August2012 >, accessed14August >, accessed >, accessed >,
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21 SCREEN EDUCATION © ATOM 2012 Episode 4
This week’s panel As well as host Wil Anderson and regular panel members Todd Sampson and Russel Howcroft, this week the guest panellists are aerial skier and Olympic gold medallist Alisa Camplin and former heptathlete now commentator, sponsorship and market- ing specialist Jane Flemming. Also, Anya Lorimer and Andrew Timbs compete against each other for the Gruen trophy in the segment called The Pitch, where each partici- pant puts together an advertisement on the same subject. The Gruen Sweat website also contains extra features that don’t appear in the episode screened to air (see ‘Website References’).
Curriculum links remote-controlled mini versions of Minis This week, in Episode 4: are actually being used and are on This study guide is mainly aimed at middle display at the London Olympic games. • Rule 50 and the banning of sponsor and upper secondary school levels, with Why don’t IOC officials view this as a logos in the Olympic stadium; relevance to English, Media Studies, violation of Rule 50? Discuss in class • Going for Gold – Australian winners Graphics, Ethics and Philosophy, whether you would accept the IOC Pearson, Meares and Slingsby; Psychology, Business Studies/Marketing position on this or not – both in an • Great moments in Sportsvertising – and Advertising, Cultural Studies, Sports ethical and legal sense. Bavaria Beer ambushes Budweiser, studies, HSIE/SOSE. Helms Olympic Bread and how it • Comment on the issue referred to by Wil ambushed the IOC at the 1932 L.A. Opening titles of an athlete hiring out the skin of his Olympics, and a win for an ad featuring arm as space on which to display a Paralympians; Activities on the opening titles may be tattooed advertisement. Is this greed, or found in the study guide for the first is it good business? • The Pitch – the 2024 Olympics should episode in this four-episode series of be in Darwin or Hobart; Gruen Sweat. • Plan and write a short fiction story about • Swifter, Higher, Stronger, Richer – an athlete or advertiser who attempts to the other great winners of the 2012 Rule 50; the Olympic evade the terrors of Rule 50. You may Games: Brand Britain, Bolt, and Twitter. consider writing your story within any Brand Police • The Worst Performance ever by an choice of genre, although satire may athlete in an ad – Richie Benaud. seem the most appropriate. Also choose After the title sequence, Episode 4 begins whether your narrative and observational Important topics in this episode include with news about how Rule 50 of the point of view will be that of a character the media and public perception towards Olympic charter is being broken by ‘lost gold’ or ‘win sil- athletes who either advertisers. Conversely athletes, and even and the potential sponsorship riches ver’, performers appearing at the 2012 closing Australians who won. Also, awaiting those ceremony, are ‘bandaiding’ from displaying a powerful ad for the Paralympic Games either their arm tattoos or the logos on raises public appreciation. their musical equipment because of sponsorship branding restrictions.
• Define Rule 50 of the IOC Olympic charter. (See ‘Olympic charter’ in ‘Website References’.)
• From the examples shown in this 2012 ATOM © sequence of the program, how are A study guide Cadburys and the manufacturers of the Mini cars evading Rule 50? Explain the apparent reason as to why SCREEN EDUCATION SCREEN
22 A study guide featuring theOarsomeFoursomeand successful ‘goldenoldie’advertisement Slingsby. Thepanelalsolooksata a discussionaboutyachtsmanTom Meares’ advertisingpotential,followedby magazine. We thenlookatcyclistAnna supermarkets andthe advertising appearancesforColes discusses sprinthurdler SallyPearson’s London OlympicGames.Firstthepanel competitors –goldmedallistsatthe2012 viability ofAustralia’s mostsuccessful potential advertisingandpromotional In thisepisodethepanellooksat winners Australia’s high-profile GOING FORGOLD: ill, paranoid,misguidedorimmature. who isaliartocharactermentally range from theviewpointofacharacter way flawed.Thesetypesofstoriesmay of thestorythatviewpointwasinsome viewpoint, orwilldiscoveronlyattheend accept theentire truthorviabilityofthat so insuchawaythatthereader willnot character’s viewpointbutdeliberatelydoes device where theauthortellsastoryfrom a ‘unreliable narrator’, an interesting narrative have themore complexconceptofthe emotions ofaparticularcharacter. We also channelled through thethoughtsand the farextreme maypresent thestory ‘god-like’, observingfrom adistance,orat may eitherappearononehandtobe Remember thatathird-person narrator • again inanOlympicGames. years, untilhegetsachancetocompete James Magnussenoverthenextfour ponders onthefateawaitingswimmer ‘third-person’ angle. within thestoryorpresented from a ‘performance bonuses’beingbuilt into to do?Wilalsorefers tothepossibilityof what doyouthinkPearsonisexpected the contextinwhichitappears. Thatis, you thinkismeantby‘ambassador’ in corporate businesses.First,definewhat contracts withanumberofotherlarge ‘Coles ambassador’andhasadvertising We are informed thatSallyPearsonisa Women’s Weekly
• • • • • • • ‘charisma’? WhydoesTodd claimthat,in how wouldyoudefinethemeaningof Following from theprevious question, all four. Whatare thosefourcriteria? and suggeststhatPearsonconformsto look forinthe‘marketability’ofathletes Todd goesontomentionfourcriteria persona, attemptingtoachieve? this ad,anditspresentation ofPearson’s the ColesadwithCurtisStone.Whatis Discuss inclassPearson’s appearancein medal achievement? of financiallycapitalisingonhergold getting inthewayofPearson’s chances to the‘24-hourmediacycle’possibly Why doesTodd refer inanegativeway mean by‘performancebonuses’? her advertisingcontracts.Whatdoeshe sents them. Alisa tothewayinwhichRussel pre statistics andthereaction ofJaneand racing. Discussthevalidityofthese medal inswimming,athleticsand BMX takes foranAustraliantowinagold tive figures ontheamount ofmoneyit Russel provides thepanel withcompara pool oratthevelodrome. greater worldwidethanfor winninginthe gold medalforatrack-and-fieldeventis financial viabilityofwinninganOlympic Explain whyJaneargues thatthe her tobefullysuited. ‘demographic’ towhichyou’dconsider the program) orforanotherproduct or previously mentionedinthissequenceof product shealready endorses(as better exploited.Itmaybeanadfora Pearson appearswhere her‘charisma’is on posterpaperafull-pageadinwhich individually orinpairsplanandconstruct Building from theprevious discussions, projected inadsandpromotions. the qualitiesinPearsonthatshouldbe Women’s Weekly appearances inColesadsand and Russelseethatispoorabouther correctly marketed?Whatdoesbothhe terms ofcharisma,Pearsonisnotbeing photo shoots? Describe photoshoots?Describe - - 23 SCREEN EDUCATION © ATOM 2012 • • and explain,whatoccurson-screen website, youmaywishtocommenton, hasn’t changedbythetime youviewthe had finishedtendayspreviously. Ifthis played, althoughtheOlympicGames item mediarelease, wasunable tobe into theonlineAustralianMiningnews guide, thead,whichhasbeeninserted that atthetimeofpreparing thisstudy tisement’ in‘Website References’.) Note not. (See‘AnnaMeares miningadver whether thebanningwasappropriate or London OlympicGames?Commenton from beingscreened onTVduringthe is mentioned.Whywasthisadbanned the miningindustry, inwhichBHPBilliton medal winnerAnnaMeares inanadfor During theprogram weseecyclinggold References’.) them. (See‘Olympicmedals’in‘Website medals camefrom andwhoprovided of where themetalforOlympic some research andwriteashortaccount provided theOlympicmedals.Carryout Wil refers tothecorporationthat A study guide - • • • • ing endorsements. Who, though – in ing endorsements.Who,though–in competing for, andwinning,richadvertis Anna Meares ‘hasgoingforher’in Explain Jane’s observationastowhat be presented withinthoseappearances? ances, andinwhatwayshouldMeares would BHPgainfrom Meares’s appear go toashopand‘buyBHP’?What Russel says)weasconsumerscannot Billiton, especiallyconsidering(as can sheoffer hercurrent sponsor, BHP on thepossibilities.What,forexample, now appear, havingwongold.Comment advertisements inwhichMeares might The paneldiscussesthe‘bestfit’for if any, totheOlympicGames. discuss itscontentsandrelationship, the timeyouviewaditisplayable, when youattempttoplaythead.Ifby Foursome team spruiking for Goulburn Foursome teamspruikingforGoulburn View theoldadshowingOarsome immediately aftertheLondonOlympics. chasing lucrativefinancialendorsements why hemaynotnecessarilywanttobe future OlympicGames.Comment on field –andincyclingcompeting Meares andotherathletes intrackand sailor Tom SlingsbyhasoverPearson, Explain oneadvantagegold-winning with, andhowmightthisbeavoided? Alisa’s view–mightshe beincompetition - - • • qualities oftheadandwhyithasproven Valley Goldfruitjuice,thendiscussthe Does ‘fairness’ matterinthe‘realDoes ‘fairness’ world’? effort andsacrifice,beforgotten. Isitfair? bronze, butwhomayhaveputinasmuch athletes whodidn’t wingold,silveror advertising endorsements,while other chasing oracceptingrichandlucrative and populargoldmedallistsshouldbe commentary aboutwhethersuccessful Discuss thenwriteyourownconsidered eyes? and perhapshisreputation, ineveryone’s he contributedtohislowered standing, indictment onusasAustralians,orhas the gold,notwonsilver’acruel public andmediaperception that‘helost the fouryearsbetweenGames.Is Magnussen, andaboutover – shouldwanttoseeandhearfrom ing, instantexpert,‘couchpotato’public we –asmembersofthenon-participat discussion inclass,commentonwhat From theprogram andfrom further as positiveforPearsonandMeares. 2012 andRio2016,thereactions are not James MagnussenbetweenLondon advertising viabilityandriskfactorof tothe When thepaneldiscussionturns voice andstyle? the singerofjinglemimickingin song isthejinglebasedon,andwho to besosuccessful.Whichwell-known - 24 SCREEN EDUCATION © ATOM 2012 • • • the London2012Paralympics. very emotivelypowerfulpromotional adfor 1932 LosAngelesGames,andweseea of theOlympicringstrademarkfor ambushed theIOCtogaincopyrighteduse the historyofhowHelmsOlympicBread the 2010SoccerWorld Cup.We alsolearn ambush ofofficialsponsorBudweiserat Bavaria employswomentostripoff inan sell products. Thisweek,Dutchbeerlabel speople appearorinwhichsportisusedto each weekofadseitherinwhichsport In thisserieswelookatthree examples sportsvertising Great momentsin powerful? video. Whatmakesitemotionally panel founditaverypowerfulpieceof reaction toit.Everyoneon the your generalresponse and emotional View theParalympicsad. Commenton era andplace. story in1932LosAngelesoranyother Rings Were Hijacked’.You maysetyour other source, titled‘HowtheOlympic links totheOlympicGames,orfrom any on thehistoryofHelmsBread andits – basedinanywayyouseefiteither Plan andwriteashortfictionstory and World Cuprepresentatives. sentatives from bothbeercompanies, spectators, theevictedwomen,repre interviews from arangeofviews: with illustrationsasyouseefit.Include this intoaformatted‘tabloid’newsstory, and desktoppublishingsoftware, toturn World Cupmatch.Useyourimagination, of thirty-sixwomenfrom a2010Soccer Budweiser, andthesubsequenteviction the ‘ambushing’byBavariaBeerof You are anewsreporter andyouwitness A study guide Gruen -
- • • • • • throughout thead.What is thepurpose choice oflightingandcolourpalette Account fortheuseofaconsistent the on-screen captionsinanyway? directly orindirectly totheimagesand the words ofthesongrelevant either soundtrack musicbyPublicEnemy. Are purpose oftheaccompanying Comment onthechoice,styleand drama, conflictandhigh-octaneaction. another –isusedtohighlightasenseof cutting andpacingofonecamerashotto Discuss thewayinwhichediting– about thetopicofhumandisability. Comment onwhattheadissayingtous created andwhatistheirpurpose? overall narrative.Howare thesestories Describe theminiature storieswithinthe ‘story’ beingtoldthroughout thead. Describe inyourownwords themain the swimmingtrialshadnoother choice. may wishtoargue thattheorganisers of views aboutthisissue.Forexample, you newspaper inwhichyouexpress your write alettertotheeditorofdaily breaks’. In200–300words, planand disabled athletestoswimduringthead Games, sayingthat‘theygotthe which were heldbefore theLondon Australian Olympicswimmingtrials, Paralympics ad,Todd refers tothe During thepaneldiscussionon of this? in DarwinorHobart Olympics shouldbeheld THE PITCH: find videosthatprovide someinsightsinto the site,clickonThePitch,where youwill in ‘Website References’. Whenyouaccess Gruen Sweat and Andrew abouttheirpitchesonthe There isalsofurtherdiscussionbyAnya or inHobart,thecapitalofTasmania. Territory,in Darwin,capitaloftheNorthern 2024 OlympicGamesshouldeitherbeheld advertisements topersuadeusthatthe and Andrew Timbs(from Hobart)present In thisepisode,AnyaLorimer(from Darwin) website.Thelinktothesiteis the2024 25 SCREEN EDUCATION © ATOM 2012 • • • the screen. appropriate datesthatare hyperlinkedon may beaccessedbyclickingonthe progresses, previous episodes’pitches planning anadcampaign.Asthisseries the creative processes thatgointo ly) hasamongmainlandAustralians? reputation Hobart(andTasmania general ad attempttotakeadvantageofthe As asellingpoint,inwhatwaydoesthe Andrew’s adinanimatedcartoonformat. the possiblereasons forpresenting Andrew’s ad.Discussthedecisionand Summarise themainargument of offer isonthetable’. built intotheon-screen caption‘Our should alsorefer tothedouble-meaning Olympic Games.Partofyouranswer of lifeislinkedtothebidfor2024 the reputation ofDarwinculture andway Comment onthesymbolicwayinwhich or not? his ‘officialvehicle’.IsPhil’s flyundone choice oftheon-screen front manand presented throughout theadand ad. CommentonthevisionofDarwin Summarise themainargument ofAnya’s A study guide - • • • • of Twitter wasduring theGames. of howsuccessfulthesocialmedia outlet and BrandMoFarah.We are alsoinformed We alsoviewclips ofBrandUsainBolt, and theMayorofLondon,Boris Johnson. recognisable StephenFry, RupertGrint and videoclipsfeaturingtheimmediately Brand Britainitself,asexemplifiedinads 2012 LondonOlympicGames,suchas the otherwinnersinaftermathof In thisepisode,thepanellooksatsomeof Richer Swifter, Higher, Stronger, effects andchoiceofmusic. voiceover andadescriptionofsound illustrated camerashots,dialogueor software, constructastoryboard of Either onposterpaperorusinggraphics the venuefor2024OlympicGames. one ofPerth,AdelaideorBrisbaneas designed toinfluencetheIOCselect bids, inpairsplananddeviseanad Having viewedtheDarwinandHobart why? two adsinfluencedyouthemost,and class voteonthetwoads?Whichof voted forAndrew’s ad?Howdidyour Why doyouthinkthe Symphony) andadditionalsoundeffects. music (from Beethoven’s Ninth of theaccompanyingsoundtrackchoral Discuss thechoice,purposeandeffect viewing audience.Discuss. rhetorical languageforitseffect onthe Andrew’s adpartlyrelies ontheuseof Gruen panelall • • • • the GamesinLondonare over? on the‘legacy’ofGamesnowthat he mean?HowmightBritainnowbuild problem withtheOlympics’.Whatdoes via repetition …that,ofcourse,isthe Russel alsosaysthat‘advertisingworks closing ceremony wasbasicallyanad’. Explain whyRusselclaimsthat‘the sell thebrandofBritain. don’t needanawareness campaign’to Explain whyTodd suggeststhat‘they sage? Andwhere isBridlington? the adaimedatandwhatisitsmes ness’ isbuiltintothenarrative.Who on thewayinwhichasenseof‘English sequence oftheprogram andcomment View thefirstadscreened inthis - - 26 SCREEN EDUCATION © ATOM 2012 • • • • • Olympic Gamesbytheyear2016.One outlets duringsucheventsasthe the likelyevolutionofthesesocialmedia Discuss inclasswhatyouthinkmightbe replace those.Fouryears isalongtime.’ something elsewillbeusedthat that ‘BythenextOlympicGames the Games.Explainwhy. Hemaintains – are ‘irrelevant’, despitetheirusageat social media–Twitter andFacebook Todd argues thatthetwobrandsof Why doeshesaythis? person oraplace–itwasTwitter …’. winner atallinLondon2012wasn’t a Wil claimsthat‘perhapsthebiggest present yourownopinionontheissue. and againstBolt’s participation,and in whichyouexaminethearguments for and Twenty20’, thenwriteacommentary ‘Website References’ listedunder‘Bolt currently aplaying–cricketer?Readthe because Boltisnotaprofessional –nor might itdenigratethegame,inparticular good forthe‘brand’ofTwenty20, or Warne’s BigBashteam.Would thisbe having BoltplayTwenty20 cricketfor refers toShaneWarne’s interest in tisers willbekeenforhisservices.Jane visiting Australia,andthatmanyadver Olympics, UsainBoltislikelytobe We are informedthat,post-London branding powerofthesesymbols. Games, andwhy?Discussthepotential have arisenfrom the2012Olympic Games’. Whatare thosetwosymbolsthat Todd refers to‘thesymbolsofthe short fictionstoryoracomicstrip. theseimagesintothebasisfora turn venues from the2008BeijingGamesand Examine thephotosofderelict Olympic A study guide - • appearing inanadfrom the1960sforMilo. test cricketcaptainRichieBenaud the featured athleteisformerAustralian entry willwintheBrown Logie.Thisweek appearing inacommercial. Thewinning performance everseenbyanathlete Planet In thisseriesof Richie Benaud ADVERTISEMENT: BY ANATHLETE INAN WORST PERFORMANCE question youmayexamine–raisedby presented duringtheMiloadwithRichie Comment onthesequenceofevents athletes. advertisers, viewersandparticipating large massesof‘followers’,citizens, control whatisbroadcast andseenby to changetheirrules,beable IOC willbeabletoemploytheirrules,or Alisa, Todd andRussel–iswhetherthe thesearch takesplacefortheworst Gruen Sweat and
Gruen • • Discuss. suggest afarawayera.Doyouagree? because itisold,andseemsto The adisonlyinteresting toustoday Is Benaudaconvincingactorinthisad? innings? innings, orishepreparing toplayan returned tothedressing room afteran Benaud. Forexample,hashejust Write acommentary onwhat potential marketing power athletes from thisepisode you have learntaboutthe and extent ofsuccessful Summing up of GruenSweat .
27 SCREEN EDUCATION © ATOM 2012 New York, 2008. Paralympic Movement David Howe, Abingdon, Oxen;NewYork, 2012. standing theOlympics andGaryWhannel, John Horne London, 2008. a SportingEvent Practical GuidetoProtectingtheBrandof Phillip Johnson, 2012. Studies Wagg, Helen Jefferson LenskyjandStephen Sport, Media andtheRiseofNetworked Beyond Television: Digital TheInternet, Brett HutchinsandDavidRowe, second edition,2012. Brands How SportsMarketingBuildsStrong John A.Davis, Books sport. looking inpartattherole ofTwitter in a bookreference byHutchinsandRowe Howe andVanlandewijck respectively, plus have beenincludedonParalympics,by Note thatthisweektwobookreferences advertising, andbrandingetc. and itsrelationship tosponsorship, sources aboutthe2012OlympicGames episode, ortoprovide awiderspread of may changetosuitthecontentofeach Sweat Each weekduringthisseriesof References andfurtherresources Routledge,London,2012 someofthereferences listedbelow The PalgraveHandbookofOlympic , JohnWiley&Sons,Hoboken, A study guide , PalgraveMacmillan,Basingstoke, The CulturalPoliticsofthe The OlympicGamesEffect: Ambush Marketing:A , Sweet&Maxwell, , Routledge,London, , Routledge, Gruen Under Sport - Eileen KennedyandLauraHills, htm -for-big-bash-league-20120812-242x7. -the-field/melbourne-stars-chasing-bolt < Bolt andTwenty20: Websites ‘Website References’. generally aboutsport,see‘Films’in about theOlympicGamesandmore For alistof(primarilyAmerican)films ing sportsstars.) business andpromotions sideofmanag (Note: Thisfeature filmpartlylooksatthe Maguire Jerry Film bury Publishing,London,2012. Managing CorporateReputation Stephen Waddington, 2011. Science Athlete: HandbookofSportsMedicineand Yves Vanlandewijck, edition, 2011. Sudbury,Bartlett Learning, MA,second (eds), Scott R.Rosner, KennethL.Shropshire Media andSociety news-sport/mcguire-defends-bolts-cricket < -24b36.html let-bolt-run-amok--off-the-field-20120816 < http://www.theage.com.au/olympics/off http://news.theage.com.au/breaking- http://www.theage.com.au/sport/cricket/ >, accessed22August2012. The BusinessofSports , JohnWiley&Sons,Chichester, >, accessed22August2012. (Cameron Crow, 1996). , Berg, Oxford, 2009. The Paralympic Brand Anarchy: , Jones& , Blooms Sport,
- -
Bakery < Helms OlympicBread: accessed 1August2012. < Gruen Sweat: sports_films < Olympic_films < Films: accessed 22August2012. -ambitions-20120821-24k3l.html asp 20464_london_2012_olympic_medals. < Olympic medals: August 2012. olympic_charter_en.pdf>, accessed21
>, >,
28 SCREEN EDUCATION © ATOM 2012 This study guide was produced by ATOM. (© ATOM 2012) ISBN: 978-1-74295-213-0 [email protected] For more information on SCREEN EDUCATION magazine, or to download other study guides for assessment, visit