CONFLICT IN SPORTS ADVERTISING AMONG AUDIENCEAngel Kothe

ABSTRACT

Companies often use professional athletes to promote their products to amateur consumers.

However, the way in which they present the advertisement sometimes seems confusing; can these consumers actually relate to the message portrayed on the advertisement through the signs of elitism conveyed by the endorser?

THESIS

This paper will examine the advertising trends of sports advertising for the companies of Power Crunch, Kinesio, Adidas, Saucony, PowerAde, and Gatorade. It will delve into the advertising of sports enhancement/supplement products as well as apparel products, and expose the sometimes conflicting messages advertisers send to the viewer as to who is the intended audience for the product which they are promoting.

METHOD

Sampling of text from two magazines Fitness Magazine (strictly amateur)

Powercrunch, Saucony, Powerade, Gatorade Runner’s World (amateur- semi-elite)

Saucony

Select texts taken from online sources for some companies Adidas, Kinesio

TEXTS

DID THE ADVERTISEMENTS SUCCEED?

Power Crunch Monica Brant (elite) v. Yoga Mom (amateur)

Does a stay-at-home-mom or champion body builder benefit more from the energy bar?

Kinesio Professional basketball and sand volleyball

players The phrases “pick up game” and “weaker sex” are

relatable to any athlete, but the tone of the professionals and the war paint-like tape may not be relatable to the therapeutic field the company wants to pursue

SUCCESS? CONTINUED…

Adidas Track professional v. Girlfriend/Boyfriend

Sentimental idea of track professional running for country, but most runners run for themselves; girlfriend/boyfriend dynamic relatable; girl is a marathon runner

Saucony “Because we run” campaign

Appeals to the social norms of running; relatable to all

SUCCESS? CONTINUED…

PowerAde Zero Generic Advertisements

Zero calorie approach relatable to amateur athletes looking for low cal approach; takes on Gatorade

Gatorade Serena Williams G2

Low calorie option in Fitness Magazine; Williams not the type to need low cal option

CONCLUSION

Because of the magnitude of the sporting industry, it is difficult for advertisers to find a safe middle ground for advertising to their elite and amateur audiences. There is not a clear resolution to the problem. Companies need elite athletes to endorse and push their products; amateur athletes often cannot relate to elite athletes. Amateur athletes can be used in advertising, but the message is often not as direct as if one was using an elite athlete. Advertisements will continue to create mixed messages for consumers because there is very common ground among elite and amateur athletes is often sparse in the sports industry.