A Cliff (Scholar) and Chris (Baller) Paul State Farm Ad Campaign Analysis

Abstract

The purpose of this chapter is to analyze ethical issues and current trends of major college athletics in relationship to Black males in society. The focus of this chapter is on identity and how higher education institutions can cultivate a more balanced student-athlete mindset through images and representations. In addition to a review of relevant literature, a content analysis of six State Farm Insurance Cliff and Chris Paul commercials was conducted so that new knowledge is applied to the constructs of academic and athletic identity. Commercial and advertisement content analysis was utilized to address student-athlete life skills issues in terms of transferable attributes from sport to life. College athletics programs need to develop systemic and culturally relevant strategies that enable Black males to transfer skill sets developed through participation in intercollegiate athletics to future occupational endeavors. The chapter concludes with a recommendation section for education research, practice, and policy.

Citation

Harrison, C.K., Bukstein, S.J. and Lawrence, S.M. (2015), "A Cliff (Scholar) and Chris (Baller) Paul State Farm Ad Campaign Analysis", Black Males and Intercollegiate Athletics: An Exploration of Problems and Solutions (Diversity in Higher Education, Vol. 16), Emerald Group Publishing Limited, Leeds, pp. 199-216. https://doi.org/10.1108/S1479-364420140000016010