Obesity is one of the common problem of aperson who eats and drinks a lot of unhealthy food and beverage and marketingthrough sports has been one of the reasons why the number of people who take unhealthyproducts such as chocolate, soft drink, energy drinks and the like isincreasing. Advertisers usually use Sports and athletes in their marketingstrategies because it does not only catch adults’ attention but alsoadolescents’ and children who idolizes it. This research shows the effect ofusing sports sponsorship to people not only adults but also younger audience,and how it affects the perception of children and adolescence in choosing theirfood based on what they see in commercials even though they already have theknowledge that they should eat healthy foods. This article focuses on unhealthyfood and beverages that is marketed through sports, sport personalities andvideo games.
Conducting thorough research on this matter, the author can thereforeconclude that using this kind of marketing can increase the demand of a productmay it be good for our health or not. The paper also states that most of theproduct that are being endorsed by sports enthusiasts are foods that lacksnutrients that our body needs which leads not only to obesity but also otherhealth problems in some countries (like USA). It also named some states thatprohibits advertising foods and beverages in school setting, and fast foodchains and restaurants that prevents including toys in their meals. Theexamples helped many people to discover the risk of using sports in marketingunhealthy food especially to children and teens. The article contained a lot of informationwhere readers can learn from.
One example is about how companies manage theirown marketing strategies and how it benefits their business. On the other hand,my eyes are pleased with how the article is presented. Written in not too bigand not too small of a font size, as well as not containing too flowery wordsor words that are too deep but rather words that are easy to understand —whether the reader is professional or not — which has given the article astraight to the point tone. It was also a very good visual instinct of thewriter to provide a couple photographs of the brands that are mentioned such asCoca-cola (p.7), Pepsi and M&M’s (p.
8 ). It draws attention to the peopleto be more interested to the published article especially to those who arevisual learners. Having tables that contains the brand, sports organizations,athlete names and name of the games and commercial descriptions helps theresearchers to prove their point that marketing through sports has indeed a bigimpact not only to adults but also younger viewers and players. Its interestinghow the article talks about sports and athletes and how it contradicts to thebrand that they endorsing. An eye catching phrase on the article drew the attention of thereader which said, “endorsement of unhealthy products by professional athletessends mixed message” (Abstract).
Questions were flooding the reader’s mind whenthe articles stated that most of the affected ones are teens and children.Maybe the researchers couldsomehow wrote a little bit how parents actually deal with this kind ofsituations especially when it can affect their child’s health. It was kind ofdisappointing how the article looked kind of biased due to only having talkedabout the negative sides and none the positive sides of marketing throughsports because we all know there could be downsides but it could also bebeneficial. The article is quantitative based article where it provided set oftest and survey result.
To sum it all up, the paper is reallyreliable when it comes to comparing other marketing strategies. It just shows howmuch this advertisements affect how and what people choose to buy to consume inthe market. The more they can relate to it, the more that they know and supportthe celebrity who endorses a certain product, the higher the possibility thatthey will go buy and use the product it promotes. Which shows a lot how muchthese companies go overboard and spend money on their marketing strategies togain more income. As much as we, the consumers, like to idolize tvpersonalities, we should also consider what that specific person promotes, doesit do good, and we should not let these idolization take too much control overour lives.
We should not base what we choose to use and buy solely on what wesee on advertisements and on television alone.