Northern Alberta Institute of Technology: COMM1101 Critical Analysis

This report offers a critical analysis of an article discussing the commercialization of sports. The analysis employs the CRAAP method to assess the article's reliability and examines the rhetoric strategies used, including ethos, pathos, and logos. It identifies the author's claims and purpose, and analyzes the language and tone employed. Furthermore, the report identifies logical fallacies such as slippery slope, circular argument, and hasty generalization, as well as emotional and ethical fallacies. The conclusion summarizes the article's critical assessment of sports commercialization in the contemporary world, providing a comprehensive evaluation of the arguments presented.

Running head: ARTICLE: CRITICAL ANALYSIS
ARTICLE: CRITICAL ANALYSIS
Name of the student
Name of the university
Author Note

1ARTICLE: CRITICAL ANALYSIS
Reliability (CRAAP) analysis of an article (C- Currency, R- Relevance, A-Authority, A-
Accuracy, P- Purpose)
C – The author is talking about the current situation of the sports industry that has become
more neo-liberalized and started commercially marketing sports in the backdrop of
globalization and consumerism.
R – The respective topic that is critically analyzed is relevant with the current and
contemporary situation of trade and commerce and how the new, modernized world is
shaping the advertisement market through sports sponsorship.
A – The article “Is there room for sports to get even more commercialized?” is written by
Joe Pinsker in the news journal “The Atlantic”. Joe Pinsker is a staff writer of “The
Atlantic” and he covers families and education.
A – The article has been written after a deep introspection about market studies,
consumerism, sports sponsorship and sports marketing. The author has also taken excerpts
from interviews of sports media personalities and houses.
P – The purpose of the article is to put an idea of the heights of consumerism and
marketing psychology that plays in sports marketing and sports sponsorship. It also talks
about the pros and cons of massive corporate sports sponsorships and advertisements.
Aristotle’s rhetoric strategies:
1. Ethos : when an argument is constructed on the basis of ethics and credibility of the subject
matter that is getting analyzed.

2ARTICLE: CRITICAL ANALYSIS
2. Pathos : when an argument is constructed with appealing emotions regarding aspects
associated with the subject matter which is getting analyzed.
3. Logos : when an argument is constructed on logic or reason that is inherent or ingrained in
the subject matter that is getting analyzed.
The rhetoric strategy used in the given article is “ethos” as the argument that is constructed in the
respective article has been presented based on the values of ethics and credibility. For instance,
in an area, the article has highlighted the promotion of sports through sponsorships that is strictly
aligned to ethics of athleticism and not monetary gain (Theatlantic.com., 2016).
The claim the author uses in attempt to prove the logic, evidence or ethics behind his article is
“arguable claim” where he argues about the ultimate credibility and long –term humanistic utility
of sports marketing or sports sponsorship by media, business houses and corporations. The
author argues about the effects such marketing has on public, audience, athletes, followers and
market.
The author has been arguing by criticizing a viewpoint, which is sports marketing/ sponsorship,
its effects, pros and cons and the reactions of such sponsorship on players, businessmen and
general public. The author’s viewpoint and its criticism is the central part of the subject matter
(article) that is getting analyzed.

3ARTICLE: CRITICAL ANALYSIS
The author utilizes the language of connotation and tone to convey his ideas and analysis in the
article. The author has given examples as implications about sports sponsorship in certain
companies and sports teams by depicting how difficult or easy the commercialization of sports
was for corporate firms and leagues at the same time in different paradigm.
Strong emotional words are present in the article that shows “bias” such as “I would be
surprised, from what I know about Capitalism” and “I can’t help but wonder”. Such phrases have
an emotional tone and it has made it clear that the author is biased to a particular ideology and is
questioning anything different from what he believes is right thereafter.
The author uses facts and examples to support his claim in the article. He utilizes facts,
definition, information and data related to marketing psychology and sponsorship dynamics,
examples of certain sponsorships that had a peculiar effect in the society in order to materialize
his arguments.
The author has used deductive type of reasoning as he has started the article with certain general
ideas and have began to criticize the different areas of the topic, both in positive and skeptic tone
in order to deduce or decipher a particular conclusion asking what is the future of
commercialization of sports.
The author did not utilize a counter- argument or refutation strategy. Rather, throughout the
article, he has stated the critical acclaim of commercialization of sports.
Logical Fallacies

4ARTICLE: CRITICAL ANALYSIS
1. Slippery Slope: the author has talked about a simple “cause- effect” relationship of
commercialized sports. However, marketing is a complex matter which involves
psychology, human behavior, politics and social dynamics. Therefore, such blunt cause-
effect questioning is incorrect.
2. Circular argument: The argument which he keeps in the article are assumed but not
proved. He questions the future of commercialized sports and assumes of its pros and
cons without delving deep into it pragmatically.
3. Hasty generalization: The author could have used more examples or evidences to support
his argument.
Emotional and Ethical Fallacies
1. Emotional fallacy: The article has an undertone of sarcasm and satire. Being sarcastic
towards commercialization of sports is incorrect because in today’s world,
commercialization of sports has helped the athletes and sportspersons have a prolific
career. Therefore, such issues cannot be generalized.
2. Slanted language: The author is always writing his point of view without being
unprejudiced.
The author utilizes criticism technique through skepticism and not by any means of propaganda
technique.
To conclude, it can be said that the article is a critical (and also skeptical) analysis of
commercialization of sports and sports sponsorship in the contemporary world. The article has
compared sports sponsorship since 100 years and critically introspected the present situation of
sports sponsorship with skeptic tone of its pros and cons (Theatlantic.com., 2016).

5ARTICLE: CRITICAL ANALYSIS
References:
Theatlantic.com.,(2016). Available at:
https://www.theatlantic.com/business/archive/2016/06/future-corporate-sports-sponsorhip/
486569/