Athletes and Advertising, SCORE!

Professional athletes are held in high regard amongst sports fans. You don't even have to be sports fan to understand who these players are. For example, some people may have never seen a professional basketball game, but they know who Michael Jordan is. Some may have never played or watched golf, but they know who Tiger Woods is. The reason being, is that that these two athletes are all over the advertising world. This shows the possibility that using athletes for advertising is working. The point is that most viewers are captivated by these athletes. Advertisers are clued in to this, and have figured out creative ways to use athletes to sell their products.

I'd like to look at the way in which professional athletes are being used to help persuade consumers to purchase certain products. Throughout the post are examples of Gitlin's idea that media/advertising/images help the viewer slip away from the 'encumbrances of society', providing the viewer with a look into the life of an athlete. Advertisements portray athletes as everyday individuals, off their playing field, while showcasing their celebrity status in an obvious commercial way. In so doing, the advertisement leads the viewer to believe that what that product does for their favorite athlete, would be good for them as well. Looking at some examples that use humor, I will show how this process truly does provide an alternative look at the mainstream form of advertising: 'here's the product, now buy it' mentality, while reinforcing the hegemonic idea of capitalist America.

While using professional athletes is the most ideal, sometimes writers stray from this concept, and invoke a parody of an athlete. This particular character may not truly be an athlete, but has no problem playing one. The form stays true however, in depicting an athlete in a comedic way to sell, in this case, Bud Light.

Sometimes the comedy is light, but it doesn't mean that some media writers won't paradoy it, and take it to the next level.

Gitlin would not be proud of some of the commercials of today. They remove the viewer from themselves, and fall into the world of what they are watching. Some organizations are getting very good at the way they put their commercials together. One that comes to mind is ESPN, that promotes their show Sportscenter. They give you a behind-the-scenes look at the life of the sportscaster, no matter how comedic it may be. There was a particular commercial that was able to accomplish two motives: one to publicize the show in a humorous way, and the other, perhaps even more of a marketing form of genius, a subtle plug to drink Vitamin Water (new at the time).

It is these subtle ways that reinforce the hegemonic goals of advertisers in television. Sometimes, they even play for personal gain to these professional athletes.

It's important to note what types of commercials I'm not referring to. They aren't direct. They don't usually say watch me, or buy me. However, I should acknowledge that this direct marketing can work, and a lot of athletes are seen in this type of marketing.

Sometimes the commercials don't even have to be funny. All they need to do is captivate the viewer.

The point is, these commercials allow viewers to simply feel the role of these professional athletes. They lighten the mood from life in general. The moment we are removed from this state of consciousness of 'I am being sold something', to 'man, this is pretty funny', is the exact moment when the hegemonic ideals concerning the hierarchal power of marketing executives are implemented into our train of thought to remember their products. Sometimes they don't even have to be funny, sometimes than can just plain make you feel good.