Conflict in Sports Advertising Among Audience

1. Conflict in Sports Advertising Among Audience Angel Kothe

2. 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?

3. 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.

4. 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

5. Texts

6. 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

7. 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

8. 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

9. 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.