Justine Lennox- Commercializing Sports

Posted: September 18, 2013 in Uncategorized

As an avid sports fan, and the upcoming NHL hockey season, I have noticed an influx of ads on television, on the Internet and in magazines that use sports and athletes to create buzz around products. Many of these products have nothing to do with the sport or the person involved, but because of the visual that is created, the product becomes more desirable. Therefore, it is as if the sport and/or the athlete have become commercialized and becomes synonymous with the product that is being advertised.

A prime example of this is the recent viral video of Patrick Kane of the Chicago Blackhawks and his impressive stick handling skills. Patrick Kane is using Bauer products (the sponsor of the video), and leads viewers to believe that using Bauer hockey equipment will lead to impresssive stick handling skills. It’s obvious that using a certain brand will not affect a person’s hockey skill, however once Bauer products have been purchased, the purchaser feels as though they have something in common with an NHL superstar.

Just one of the examples of how advertising has completely saturated our lives and changes the way in which our daily routines and our activities are affected by advertising.


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