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Annual Conference 2019

March 28–31, 2019

Marriott City Center, Dallas, TX

Proposal authors of accepted papers can use the tool below (scroll down) to see where they have been placed in the agenda. Note: Special Topics sessions - Only the submitter's name is searchable, not panelists. [If you wish an overview of the conference please click here: Conference Overview Agenda.

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8.3a A Comprehensive Picture of Super Bowl Ads: Content Analysis of Super Bowl Ads From 1965s to 2015s

Sunday, March 31, 2019 at 10:15 AM–11:45 AM CDT

The purpose of this study is to explore the message-related trends of Super Bowl ads for the last 52 years. This study conducted a content analysis with 2,441 Super Bowl ads from 1967 to 2018 in terms of product involvement, advertising appeals, and message strategies. The findings indicated that low-involvement products were more advertised than high-involvement products since 1990s, and humor, animal, and child appeals recently increased. Informational strategy with unique selling proposition was popular during 1965s-1980s, whereas transformational strategy with brand image became more popular since 1985s. Theoretical and practical implications are discussed.

First & Corresponding Author

Joonghwa Lee, University of North Dakota
Authors in the order to be printed.

Joonghwa Lee, University of North Dakota; Haseon Park, University of North Dakota; Emily Gibbens, University of North Dakota; Soojung Kim, University of North Dakota

Additional Authors

Haseon Park, University of North Dakota
Emily Gibbens, University of North Dakota
Soojung Kim, University of North Dakota