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