Sports

Just Sports

A significant proportion of the advertisements that promote only one sport or focus on selling sports-related items are from The Star of Chile. A significant proportion of advertisements that focus solely on promoting one good related to sports do so by depicting horse-related items and shooting, demonstrating the popularity of equitation within the Anglo-Chilean community. Even though they reference sport, the advertisements shared in this exhibit tend to promote clothing and sports equipment, rather than tournaments or classes for people interested in learning. Shooting sports were also included in this type of advertisement; however, only one ad was identified, although it was repeated in different issues of The Valparaiso Review.

Another type of advertisement that falls into the sporting category promotes shops that sell sporting goods, but don’t focus on a single activity. The sports mentioned in these ads include Football, Lawn-Tennis, Polo, Cricket, and more.

The advertisement "Diener & Co., LA CASA 'SPORT'" represents both the themes discussed above: ads that focus solely on one sport and ads for shops that sell sporting goods. The subtitle, "The Leading Sporting & Athletic Store in Chile," indicates that they sell a wide range of goods for various sports; however, the image they chose depicts a man riding a horse, which indicates equitation.

Sports and other goods:

Advertisements that include sports goods, alongside other activities beyond physical recreation, were also very common among the newspapers. In “A. Janes” case, they are a shop that focuses on clothing for every occasion, including football stockings. In “Wescott & Co.”, they are a stationary and book focused store, selling school books, song folios, engravings, etc.; however, they also sell cricket materials and football related goods. “W. G. Paton  & CO”’s advertisement showcases their specialty in English goods, referencing “English perfumery and toilet requisites” and “English Tobaccos and cigarettes”; however, they also sell “high class English saddlery, lawn tennis, cricket and football requisites.” All these advertisements exemplify the idea that sports are very immersed in the daily lives of the Chilean community, as items needed for their effective performance can be found on “everyday stores,” alongside other things, which might make them easier to find.

 

Sports as entertainment

Advertisements that promoted events or places where sports are usually practiced were only published in The Star of Chile. To make the establishment more interesting to possible visitors, the advertisement “Grand Hotel de Viña del Mar, Limited” emphasizes its nearness to the Racecourse, “where racing, polo, golf, cricket, football, motoring, cycling, shooting, etc. may be enjoyed.” “The Seventh Annual Amateur Championship Athletic Sports” directly  promotes an athletic event; one thing that makes it more interesting is that as an amateur championship, the event is open to the general public, which means that people don’t need to have previous experience to participate.