National Hockey Leagues Advertising Campaign Assignment - 1

National Hockey Leagues Advertising Campaign - Assignment Example Beginning with the hegemonic masculinity, the paper further refers to Conell’s definition of hegemonic masculinity, as a dominance of ruling class, depicted by its control over the sports institutions and media. However, the author of this paper has defined the masculine hegemony, in the context of gender participation in hockey. Accordingly, the campaign is about the dominance of men in sports, projecting women in a subordinated role. Exploring the creation and development of â€Å"inside the Warrior’ theme, the author refers to the NHL’s 2004-2005 lockout season, which resulted in the re-launch of new professional entertainment product, ice hockey. The marketing techniques involved the use of Chinese philosophy and inclusion of female voice. The lockout season was the result of the hockey being transformed from a small game to big business that involved inflated payouts to the players. The resulting declines in the revenues of NHL prompted the league to formalize salary cap and finally the re-branding exercise. In the second part of the paper, the author refers to promotional strategies adopted by the theme conductors. According to the President of Conductor, Tom Cotton, the campaign had a mix of eastern and western strategies, with proverbial reference from China. Tom refers to the campaign as the product of one script, which was part of the content that could be developed into a multi-channel media plan. The first thing that strikes the mind is the use of the word, ’masculinity’ in the advertising campaign, which is being discussed in this article. There is every indication that the campaign has a gender bias, as it depicts the male superiority in the field of hockey. The author does not provide any research material, which could support the presentation of such bias. Even the fans and other participating personalities in the campaign belong to the male species only.