"Are you more likely to buy athlete-endorsed food products?"

From Philly.com

Review by Nick Kusko in KIN 501

The article explored the significant influence celebrity athletes have on their audience, with a specific focus on the promotion of “junk food.” It was discussed that the most susceptible population were adolescents, which could be a contributing factor to childhood obesity and Type-II Diabetes. As a conclusion, it was noted that a shift should be made in having these same influential athletes promoting healthier and more nutritious options to today’s youth.

There were two main conclusions that resulted from the article. The first of which was that professional athletes would always have a strong influence over audiences. The majority of athletes are positive role models, and in return, followers (especially youth) will be drawn to products and services they represent. The article provided a historic example of Babe Ruth and Ted Williams promoting cigarettes in the 20th century (Dahlsgaard, 2013). Today’s athletes could obviously not promote tobacco products in today’s society, but it is a similar concept of making universally less desirable products seem acceptable or “cool.” Athletes have historically been spokesmen (or spokeswomen) for products, and this will most likely never change.

The second main conclusion, which was related to the first one, was that professional athletes’ have a “brainwashing” effect. They have the ability to make any object or food seem needed, because they endorse it in an advertisement. As the article suggested, would a child be tempted to eat an Oreo just because Peyton Manning tells them to? Unfortunately, the answer for most would be yes. As the article implied, this undeniable power should be harnessed and used to portray a positive message of healthier eating and exercise in attempt to combat childhood (and adulthood) obesity.

This article is relevant to the course as celebrity endorsements are a large component of sports marketing. These advertisements are heavily used in the media and strategically placed for specific audiences. The marketing industry would be a completely different world if professional athletes had no role in the promotion of the most popular brands, products and foods. Some would even suggest that such a concept is unfathomable in today’s multimedia domain.