An article from USA Today highlighted food and drink endorsements by top athletes. The study examined 513 brands endorsed by the top 100 athletes. Kids 12 to 17 are the primary viewers of these ads, which tend to promote foods and drinks that are high in calories and low in good nutrients.
Discussion Questions for Chapter 7
- Why do food and drink brands use athletes as endorsers?
- Which of the source characteristics listed in in Chapter 7 do athletes tend to have?
- Why do brands pay millions of dollars in endorsements to athletes?
- Which athletes do you consider good endorsers? Why?
- Which athletes do you consider poor endorsers? Why?
- Does the product category or brand make a difference in your attitude towards an athlete’s endorsement? Why or why not?
Discussion Questions for Chapter 14
- The primary viewers of these ads are kids 12 to 17. Is that a concern to you? Why or why not?
- Kids 11 and under are also a major target of these ads. Is that a concern to you? Why or why not?
- Should athletes consider the calorie and nutrient content of foods and drinks before agreeing to be an endorser? Why or why not?
- Should there be regulations governing the endorsement of high-calorie, low-nutrient food and drinks by athletes and celebrities? Why or why not?
Clow/Baack 