Subject Area

Communication Arts/Rhetoric

Description

Tennis is the main study in this paper, and Rolex's campaign “It Doesn’t Just Tell Time, It Tells History” is used as a vehicle in the investigation of the traditions and values in the sport of tennis. The objective of this study is to critique the way Rolex SA uses tennis sponsorships and star athletes to market its products. In order to discover the traditions and values in tennis, an ideological criticism method will be implied to guide the study in a direction that is formally structured and credible to the marketing, communication, and tennis audience. The work in this paper is also heavily based on communication and marketing techniques that consist of both scientistic and indigenous knowledge. This means that the research done on tennis and Rolex is not limited to Western scholarly knowledge but also includes the traditional knowledge that comes from continents like Africa.

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Tennis Is Big Yet Still Small

Tennis is the main study in this paper, and Rolex's campaign “It Doesn’t Just Tell Time, It Tells History” is used as a vehicle in the investigation of the traditions and values in the sport of tennis. The objective of this study is to critique the way Rolex SA uses tennis sponsorships and star athletes to market its products. In order to discover the traditions and values in tennis, an ideological criticism method will be implied to guide the study in a direction that is formally structured and credible to the marketing, communication, and tennis audience. The work in this paper is also heavily based on communication and marketing techniques that consist of both scientistic and indigenous knowledge. This means that the research done on tennis and Rolex is not limited to Western scholarly knowledge but also includes the traditional knowledge that comes from continents like Africa.