Dane Swanson

Publication Date

Spring 2019

Faculty Advisor

Dr. Alexa Dare


Communication Studies


College of Arts and Sciences


The NCAA has long been known for its use of specific terminology to perpetuate its brand. However, it has begun to go a step further in recent years as it is beginning to spin a visual narrative to go with its terminology. Examples such as the artifact used in this paper, the 2019 March Madness Tournament advertisement, spin a misleading tale that the NCAA is attempting to use to hide key realities about its handling of college athletes. This paper with specifically analyze how the NCAA tries to perpetuate the lives of their athletes as well has how the organization provides opportunities for people of color.


National Collegiate Athletic Association; Branding (Marketing); Deceptive advertising

Publication Information

Copyright for this work is retained by the author.

CST 435 Capstone Project.

Document Type

Student Project