What has Become of Sport
This is a persuasive paper that tackles the idea that sports has become simply a marketing agent and a business game rather than a sport that promotes competition, values and respect. The author argues that sport has recently been transformed to a commercial mechanism whereby the media promotes ideals of heroes and contribute to the ideals of falsity and corruption. Sports has become a commodity and a marketing tool and a money orientated idea. Includes an analysis of the statement vy Tyler Cowen "we run the danger that commercially successful heroes induce dangerous forms of mimesis and fail to help citizens coordinate around noble ideas." The marketing of sports has become a business where players make more money marketing the products than playing the game. Sports heroes are then, no longer promoting the ideals of competition and values, rather through the commercialization of the team and player they are contributing falsity to a society already chaotic. The society in which we live today promotes the ideal of heroes especially in the form of sports. Competition and factors of marketing bring the player into millions of homes and create an image that cate
Over the years, television has broadened the audience for a single game from the thousands to the million. Today, it has the magical capacity to instantly wipe away a playing field and replace it with a commercial. Michael Jordon can be in the arena or airborne in Nikes. Sports' marketing has been recognized for its ability to influence consumers. Sports' marketing connects with the audience at an emotional level, it doesn't just attempt to appeal, it becomes part of the culture. In doing so, it enables marketers to neutralize and penetrate the audience cynicism. By sponsoring the sports players the marketers hope to achieve two objectives. First, sponsorship is used to increase brand awareness by exposing the brand to as many potential consumers as possible. Second, marketers establish, enhance or change a brand image by linking their brands to a favorite sports team or player. Advertisers-- and the athletes themselves -- understand the relationship between on- field bang and off-field buck. Coke, Pepsi, McDonald's, Nike, Reebok, beer companies, car companies, computer companies are all out front using and exploiting athletes and images of athletics. Michael Jordan alone in a darkened gym shooting free throws, Dan Majerle scrambling all over the court wondering if they allow points for hustle, Charles Barkley giving his opinion on athletes as role models. In these ads
Some common words found in the essay are:
Michael Jordon, Tyler Cowen, Charles Barkley, Analysis Sports', , Nike Reebok, Nikes Advertisers--, Grant Hill, Michael Jordan, Dan Majerle, success failure, favorite sports team, player product, michael jordon, competition values, team player, sports team, highly identified, favorite sports, sports figures, sports' marketing,
Approximate Word count = 931
Approximate Pages = 4 (250 words per page double spaced)
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