Clay M. Craig, Shannon L. Bichard, Mary Liz Brooks
{"title":"Super Bowl LI Advertisers Strategic Playbook: Brand Promotion Working Overtime","authors":"Clay M. Craig, Shannon L. Bichard, Mary Liz Brooks","doi":"10.58997/smc.v37i1.87","DOIUrl":null,"url":null,"abstract":"The magnitude of the Super Bowl has prompted advertisers to produce content as grand as the sporting event itself (Veksner, 2015, p. 130). The 2017 game was particularly unique with the historic face-off between the Atlanta Falcons and New England Patriots (Bergman, 2017; Breech; 2017). This paper examined brand promotion during Super Bowl LI by analyzing appeals, creative strategies, and tactics in television commercials and social media as well as consumer affect from USA Today’s Ad Meter rankings. Results indicate that advertisers made great efforts to feature appeals and strategic messaging during the game to fit each promotional platform.","PeriodicalId":243613,"journal":{"name":"Southwestern Mass Communication Journal","volume":"4 1","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"2021-12-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Southwestern Mass Communication Journal","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.58997/smc.v37i1.87","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 0
Abstract
The magnitude of the Super Bowl has prompted advertisers to produce content as grand as the sporting event itself (Veksner, 2015, p. 130). The 2017 game was particularly unique with the historic face-off between the Atlanta Falcons and New England Patriots (Bergman, 2017; Breech; 2017). This paper examined brand promotion during Super Bowl LI by analyzing appeals, creative strategies, and tactics in television commercials and social media as well as consumer affect from USA Today’s Ad Meter rankings. Results indicate that advertisers made great efforts to feature appeals and strategic messaging during the game to fit each promotional platform.
超级碗的规模促使广告商制作与体育赛事本身一样盛大的内容(Veksner, 2015, p. 130)。2017年的比赛尤其独特，亚特兰大猎鹰队和新英格兰爱国者队之间的历史性对决(伯格曼，2017;臀位;2017)。本文通过分析电视广告和社交媒体的吸引力、创意策略和战术，以及《今日美国》广告计量排行榜对消费者的影响，研究了超级碗第二次比赛期间的品牌推广。结果表明，广告客户在比赛期间做出了巨大的努力，以特色吸引力和战略信息，以适应每个推广平台。
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