ipl-logo

Super Bowl Message Strategies

723 Words3 Pages

“One of the distinguishing features of Super Bowl commercials, or ads, is that they are produced with an exceptionally high level of professionalism from a creative perspective. Knowing that Super Bowl ads generate a significant amount of online and offline attention (and are highly publicized in news media before and after the game), advertisers make special efforts in the creation of ads for this event.
Despite the great attention that Super Bowl advertising receives each year, little research exists that examines Super Bowl ads as a central theme of academic inquiry. This study examines the creative strategies employed in Super Bowl advertising broadcasts over nine years (2001-2009) and focuses specifically on message strategies. This study …show more content…

Although it is possible that the higher likeability for low-involvement products was a function of the nature of the products themselves, our data indicated that message strategies might have played an important role. It appeared that transformational strategies, which were more liked, appeared more frequently in commercials for low-involvement products than for high-involvement products. Whilst the less-liked informational strategies appeared more frequently for high-involvement products than for low-involvement products. Thus, the selection of message strategies might have contributed to the difference in the likeability across the two product categories. This does not, however, suggest that Super Bowl advertisers should not use informational strategies. Instead, it suggests that using a transformational strategy is advisable when the primary objective of interest is to make an ad …show more content…

This study's results can point advertisers to the tested and proven message strategies that have enhanced commercial likeability in recent Super Bowl telecasts. Academically, this study adds to the body of research on creative strategy in the sports advertising context. Although previous research had begun to investigate various aspects of the creative strategies in advertising, not much is known specifically about the message strategies of Super Bowl commercials--perhaps the most expensive commercials for the largest sporting event in the US. This is one of the few studies to examine the message strategies used by advertising companies during the most recent Super Bowl games.” (Kim, Kihan; Cheong,

Show More
Related
689 Words | 3 Pages

Every year in late January or early February, the Super Bowl is held for the best two teams in the NFL that season. It is also the most important time for companies to get their brands noticed through commercials. Commercials have helped make the Super Bowl one of the most watched events throughout the year. They appeal to viewers and fans by using ethos, pathos or logos. To most people who watch the Super Bowl, one commercial sticks out to them.

Read More
321 Words | 2 Pages

The two Superbowl commercials I chose where Honda's 'Yearbooks' that fuel 'The power of dreams' And the Happy Daytona Day commercial. I choose these two because I like how Honda made it look old fashioned and with different celebrities. I like the Daytona one because I love NASCAR and I like how the whole nation watches the Daytona race. Honda was trying to sell the new Honda CR-V. Honda did this by taking different celebrities and having them say something inspirational than at the end they had the new Honda CR-V.

Read More
603 Words | 3 Pages

Liam Motey CST 100 February 23, 2023 Informative Speech Outline The Financial Impact of Washington DC hosting the NFL Super Bowl. Good Evening everyone, good to see you all.

Read More
621 Words | 3 Pages

The study

Read More
882 Words | 4 Pages

Unit 30 – Advertisement Production for Television I will research the various structures and techniques used in TV advertisement production. The aim is to try and understand the impacts of each structure and technique on the audience. I will also be aiming to understand how the structures and techniques used in the advert represent the brand and company. Many brands use celebrities as the “face of the brand.”

Read More
553 Words | 3 Pages

The presence of Ads in today’s society is overwhelming. Every direction that one turns one is faced with Ads coming from audio, video, or newspapers. Even though ads seem to be beneficial, or promote a cause. product, etc, when it comes down to it, ads are merely a form of mild propaganda by companies which lead people to invest money into the advertised product. With Super Bowl ads, creators spend a great deal of time and money to find the perfect ad to appeal to one’s needs.

Read More
1156 Words | 5 Pages

This is a key aspect of advertising, as an image needs to be memorable for a consumer to recognize the product when shopping (Moses 74). Media message creators can do this in several ways: creating unusual imagery, using concepts considered to be “general knowledge”, and triggering emotions or memories in the audience (75). The Transitions™ ad uses the second and third method. Analysis One: Semiotics, established that the combination of balloons and the pier indicated a boardwalk being the setting of the ad. American television shows and movies repeatedly use boardwalks or carnivals as settings for dates.

Read More
1061 Words | 5 Pages

These advertisements are created in a way that capture’s the audience’s attention and makes them want to purchase the product. In specific, the ad “It’s Beautiful” and “Taste the Feeling of Summer with Coca Cola” are only two of multiple others that sells their product successfully with the use of the rhetorical appeals:

Read More
1283 Words | 6 Pages

Significance of the study This helps in broadening the way of understanding of different

Read More
1864 Words | 8 Pages

This advertisement uses symbolic communications and human interpretations that in turn promote Canadian nationalism. Unfortunately, Molson Canadian beer threatens the brand when they are using patriotic symbols that put the Canadian economy at risk. Their methods of persuading male sports fans limit the audience. Using Sonja Foss’s theory this advertisement has qualified as a visual rhetoric using methods of symbolism and visual imagery. DeVito’s Communication Model has assisted in identifying the medium used to send the message and support further analysis of the advertisement.

Read More
998 Words | 4 Pages

Previous studies on product placement have focused on how product usage influences the consumer after viewing movies containing product placements. Despite the potential impact of effective product placements, little is, however, known about the effects of the placement of the product in humorous movies or the relationship between prior brand evaluation and consumer attitude formation following exposure to the placement of product in movies. Product placement, or the promotional tactic used by marketers and advertisers in which real commercial products appear in a fictional play, film or television show, was spotlighted by marketers and advertising agencies as an alternative advertising strategy. The most common form of product placement occurs in film and television. An effective product placement relies on an understanding of consumer responses to products based on perception and affection.

Read More
1064 Words | 5 Pages

These tools are utilized in the commercial for persuading the viewers of its reason, creating an image of credibility surrounding its name, as well as generating an emotional response. “Aristotle’s ‘ingredients for persuasion’ – otherwise known as ‘appeals’ – are known by the names of ethos, pathos, and logos.

Read More
946 Words | 4 Pages

Super Bowl Sunday is a very special day for a lot of people. It is the most popular sporting event in the United States and to some, is even considered a holiday. It is such a popular day that even people who are not fans of Football participate in the Super Bowl festivities. Knowing this, companies take advantage of the publicity to make some of the best, and most expensive commercials of the year. Because it is one of the most-watched American television programs, the commercial airtime is the most expensive of the year, which leads companies to develop their most creative commercials to be broadcast during the Super Bowl.

Read More
1126 Words | 5 Pages

Advertising must be strategic as well as creative.

Read More
4145 Words | 17 Pages

Low-involvement products are the products that consumers purchase it frequently and since low-involvement products are low-cost products, consumers’ purchase decision do not involve any comprehensive process and consumer often make purchase decision on the basis of advertisements and in-store cues and extrinsic cues like endorsement of product by celebrity. 2. Objectives of the Study : `1) To determine the relative effectiveness of Single celebrity endorsed advertisements and multiple celebrity endorsed advertisements for low-involvement product on consumers’ attitude towards advertisement. 2) To examine the comparative influence of Single celebrity endorsement with multiple celebrity endorsement on consumers’ perception about Celebrity’s credibility, sincerity, attractiveness, expertise and trustworthiness. 3)

Read More

More about Super Bowl Message Strategies

Related Topics

Open Document