Sports Advertising

By: McKenzie Adams, Sydney Wright, Savannah Voelzke, Nathan Klock, Jonathan Williams, Tevin Mitchel

The Problem:

• Creates a false sense of reality.

• Makes consumers think that wearing a certain brand with enhance their performance.

• Brand doesn’t enhance performance, performance is determined by athleticism and work ethic, not the brand you are wearing.

• Advertisers also use famous people to promote their products.

Does wearing Nike really make you as fast as a cheetah?

• Example of false reality.

• This ad implies that if you wear Nike you will run as fast as a cheetah.

• Your speed has nothing to do with the brand you wear.

Will wearing Nike really make you like Tiger Woods?

• Example of advertisers using celebrities to promote products.

• Advertisers do this to manipulate consumers.

• Consumers think that if celebrities wear a brand then they should do.

Why Bring Awareness?

• Sports advertising makes consumers feel less worthy or incompetent.

• Advertisers make it seem like if you aren’t wearing a certain brand then you can’t compete at the highest level, which is what all athletes want to do.

• Sports advertising can lower the consumers sell esteem by making them feel like what they have isn’t good enough.

New Balance makes “Excellent”

• “Lets make excellent happen”

• This ad implies that if you don’t have new balance shoes then you aren’t “excellent”.

• Example of making people feel inadequate.

Gatorade, the “Cure-All”?• This is a tweet from Gatorade

• Basically saying that if you drink Gatorade you won’t cramp, but if you don’t drink Gatorade you can’t preform at your best because you will crampl

Who is Sports Advertising Targeting?

• Geared toward teens and young adults.

• They are most influenced by sports advertisement.

• Most involved in media and keeping up with celebrities.

• Still at these stage where they are striving to get to the next level.

• Look up to and want to be like the celebrities on TV.

How to Get the Word Out?

• Hand out pamphlets at high schools and colleges.

• In the pamphlets there will be info. about the issues of sports advertising.

• At the end of the pamphlet there will be a website that leads you to a more in depth guide on the subject.

• And also a hash tag on twitter that people could tag and add and receive info.

#KnowYourMedia

• Some examples of our twitter hashtags:

• As our tweets got retweeted, more and more consumers were informed about the media and how manipulating it is.

#KnowYourMedia

Dimensions of Media Literacy in Sports Advertising

Emotional

• Advertisers trigger consumers emotions.

• Makes them think that if they don’t wear a certain product then they aren’t good enough.

• Makes them feel inferior.

Aesthetic

• People in this generation make looking good a priority and marketers know that.

• Sports advertisers use pro athletes and sports models to promote their brands.

• Consumers think that if they wear these brands they will look as good as these professionals.

Bottom Line:

• We want to help YOU! (our fellow consumers)

• Our goal is to make consumers aware of how misleading and manipulating these sports advertisements are!

• Learn to pay attention.

• They cant manipulate you if you know what to look for.