The Psychology Of Athletes In Advertising

The association makes sense – Do people have to read the copy or listen to the whole commercial for them to understand why the athlete is endorsing the product? If so, it may not be a good fit.

One of the most marketable athletes from the 2010 Winter Olympics in Vancouver was the gold medal-winning American snowboarder Shaun White. Prior to the Games, White was already a marketing goldmine. He first won gold in Torino in 2006 and had amassed nine X-Games gold medals by the time the Vancouver Games began. His personality, image and dominance of his sport all contributed to the cultivation of a media image re-made for marketing. White's empire includes a multi-million-selling snowboarding video and Nintendo Wii snowboard simulators. White also had millions of dollars in sponsorships, even going beyond snowboarding gear to earn endorsements from Hewlett Packard and Target (Carter, 2010).

Due to the nature and complexity of contracts, agents are expected to have a background in contract law and be knowledgeable in finance, business management, financial and risk analysis, and of course, sports. In order to be a successful sports agent one must not only be a great negotiator, but also be highly motivated, have exceptional communication skills, be prepared to work long hours and handle multiple tasks at the same time.

The ethos appeal is present in the Michael Jordan, LT and Polamalu commercials the most. In the Everything’s an argument textbook, it says, “We tend to accept arguments from those we trust, and we trust them in good part because of their reputations. Three main elements – trustworthiness/credibility, authority, and unselfish or clear motive – add up to ethos” (45). Of course, Nike wouldn’t use any one that had some trouble or were untrustworthy to represent their company. They know better than to include Sammy Sosa and Ray Rice to be representatives; however, someone like Michael Jordan is a great choice because of the influence he has had on many people. Michael Jordan is a role model to many; whereas, Sammy Sosa should not be one because of the illegal actions during his baseball career. He was “unaware” of the fact that he had used a corked bat during a game. Even though all his bats were tested and came back clean, Slammin’ Sammy had jeopardized much of his success from the past. Nike keeps a strong ethos by partnering themselves with famous athletes that everyone has at least heard of. Famous athletes increase their credibility because of the belief that if those athletes use their products then the product must be superior to its competitors. It proves that Nike is a high quality brand. By using famous athletes in their commercials, Nike shows that their products are not just

Nike has an incredible brand, everything about Nike makes the consumer feel like a winner. To start off the word “Nike” means victory, which goes with the commercial where all the fit and attractive models who are wearing are

From little to big, every kid looks up to star athletes for motivation. They dress like them, act like them and even emulate them. Athletes are more than just people, they are role models. In the commercial, Gatorade uses athletes in congruence with motivational music to influence viewers into believing Gatorade has the ability to boost player’s attributes making them become the people we want to be. Throughout this commercial the viewers observe these athletes straining, through workouts, to get better in the sport they play.

In today’s time we come across a vast amount of advertising using various forms such as outdoor billboards, print advertisements, TV commercials and online advertisements. Advertising is a very common means of getting customers to see one’s message, brand and product. However, it is apparent that advertising is intentionally deceptive in the sense that it tries to prey on one’s weaknesses as a human being. For example, beer commercials constantly use sex appeal with attractive women to charm men and perfume commercials use the idea that their product will bring women the love that they have so long desired. Likewise in the Nike advertisement featuring Serena Williams, the advertisers use vivid visual elements to convey the idea that Nike products will make the consumer popular, athletic, beautiful, skilled, talented, hardworking and ultimately successful. This definition of Nike is achieved through the use of the famous athlete, the words of the ad, her facial expression, her stance and the background scenery.

The main reason for my love of these cleats would be because of the overall simplicity of the cleats. These cleats aren’t super flashy as some of the other popular cleats are. Also, these cleats have great spikes that allow for fast cuts on both grass and turf surfaces. In my opinion, these cleats out class all the other Nike cleats because they are simple. If you look at the Nike Hypervenoms or

Sports marketer Richard Armato said, “If you want to be successful as a woman who is an athlete, sex appeal has to be part of the equation” (Ewing & Grady, as cited in Hull et al., 2015, p.108). Some women athletes took this as an advantage and used their sex appeal to lure attention to certain sports. Brooks saw this as a disadvantage, because females were not recognized for their accomplishments but their appearance (as cited in Hull et, al., 2015, p.109). Media plays the main role in how athletes are portrayed using frames, Entman defines frames as highlighting selected information, to make it more noticeable to the audience (as cited in Hull, et al., 2015 p. 109). When it comes to the media, men and women are portrayed differently, majority of women in fitness magazines were depicted as passive in their photo shoots rather than active (opposite then men) (Hardin & Walsdorf, as cited in Hull et al., 2015, p.

On any Friday or Saturday night, the average college student is usually drinking, dancing and out having fun. They typically party with friends at fraternity parties, bars, and clubs; and unfortunately most of these students are underage, consuming excessive amounts of alcohol or 'Binge Drinking'. Binge drinking results in several detrimental outcomes, some are even fatal. Today this type of drinking is rampant on educational campuses everywhere. Large and small, urban and rural educational institutions are not left unaffected by this growing trend to binge drink.

I asked numerous athletes when did they realize you had to have an identity outside of sports? It took someone to talk to them for them to realize they must have an identity outside of sports. Cleveland Browns defensive lineman Trevon Coley told me one of his goals is to be successful outside of football. He said in high school he realized football will not last forever. He soon had to figure out what he wanted to do for the rest of his life. Fast forward to now, he is enjoying his time wearing number 99. He knows when his NFL career is over he wants to work with children and have a nonprofit charity, along with owning a business. Another player said in high school his counselor told him he needs to attend class and pass his classes. If his

Our organization recognizes that athletes need effective leadership, consistent parameters, direction, structure, organization and discipline (quote book 1). This is why we want to establish the use of self-talk and self-imagery interventions when we teach our athletes because as an organization we want to increase their mental state intellectually and psychologically. We see ourselves as wanting to keep it simple and consistent and by incorporating cognitive strategies of self-talk and mental imagery we will develop strong internal cognitive and emotional states that can keep our athletes from losing touch with their external environment.

The stories told about women in the bible illustrate the importance of their role and contribution to society. Although the Bible does not explain God’s relationship with women as with Moses and other prophets, it illustrates love and devotion women had for Him. The stories of the bible describe brave, nurturing, and God fearing women whose decisions impacted the existence of the Israelites.

The business of sports is one of the fastest growing industries in the country. All over the world, many people participate as players and spectators in a variety of sporting activities, creating opportunities for the marketing of a company’s goods and services. An important part of the business of sports is sports marketing, which revolves around understanding consumer behavior and motivating target markets to purchase goods and services. Sports marketing at Clemson University has many different aspects ranging from sports and technology and sport law to sponsorship and sports economics.

There was a time when advertisement were made only to market and sell the products but now dramatic changes have taken place in this field (Shead and Dobson 01). Today companies not only want to sell their products but also aim to create emotional attachment with the customers for which they do emotional or subliminal advertising.