To discuss how advertising and the marketing of sports equipment and clothing may communicate inadequacy to youth and impact their self-esteem.

OVERVIEW

LEADER PREPARATION

Edit several video clips of commercials hosted by sports celebrities. Collect a few advertisements with sport themes marketing thin females and muscular males. Find some popular sport slogans printed in magazines or catalogs. Make copies of promotion slogans without the company label. As an anlternative, have students bring any of the suggested items to the program. Equipment needed includes a VCR, TV, overhead projector, and screen.

GROUP BUILDING

Consider either of these activities to engage the group in the program:

• Have a small group contest to name the product being sold by the given advertising slogan.
• Make a sports trivia contest using sport celebrities and major events as answers.

GROUP PRESENTATION

Show the edited video clips. Discuss the sales technique being used in each. Study and talk about the magazine sports promotion advertisements. Show promotional slogans on the overhead.

GROUP DISCUSSION

As you address the topic, pose any of the following questions:

• What do these advertisements imply about the consumer?
• Do these ads suggest that a person is not good enough, fast enough, thin enough, or strong enough without a particular product or service? If so, how? How does that make you feel as a consumer?
• What are your personal and physical insecurities?
• Do these ads intentionally target any of those insecurities?
• How do these ads affect a person’s self-esteem?
• How do you respond to advertisements?

WRAP-UP

Advertisers know that people have a desire to be good and admired. They promote their products with superstars and inspirational slogans. However we are told that we are not good enough as we are. They imply that the consumer will look, feel, play, and be perceived better and tougher if he or she owns their product. However, after purchasing their product, one’s performance and perception does not change, and he or she feels inadequate. People need to derive value outside of their performance and appearance, not from empty promises.

EVALUATION AND FOLLOW-UP

Discuss the meaning of self-esteem. Topically analyze the influence of advertising and media. Study personal gifts and individual value in contrast to world views.

IMPLICATION

Kids will begin to view advertising differently. Consequently, they will perceive themselves differently and will be able to make more informed, realistic purchasing decisions. Playing and following sports can be fun and encouraging, but it can also usher feelings of inadequacy. Parents should realize that comparison negatively affects kids. Coaches should be encouragers. Youth workers can use media and advertising to motivate kids, countering its natural effects.