The purpose of this research was to describe the content of information surrounding a significant sporting event presented by sportswriters through the printed medium. The event chosen for analysis was Superbowl XVI. Three metropolitan newspapers were selected as the sample representatives of the urban style of sports reporting. Two of these newspapers were chosen because of their geographical representation of a participating team. The third selection was taken because of its large circulation and relative unbiased reporting. From a pilot study conducted on Superbowl XV, content categories were found to fit in either one of two basic domains: cognitive or affective. The sample population for Superbowl XVI yielded 5,759 individual category entries based on 215 articles. The cognitive category comprised 94 percent of all items categorized, thus clearly demonstrating the dominant theme used by sportswriters for this event.

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Thesis (M.A.)--Brigham Young University. Dept. of Communications, 2008. / Includes bibliographical references (p. 58-65).

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The effect of involvement with program context has long been an imperative factor in understanding advertising processing. However, contradictory theses and inconsistent findings demand better clarifications. This thesis bridges a gap between the key constructs of program intensity and product involvement in terms of TV advertising effects with the consideration of antecedents of program involvement. Following the “Cognitive Efficacy principle, the Wyer-Srull model, Limited Capacity Model and ELM model has been adopted to examine the theoretical frameworks of contextual and serial TV advertising position effects. With the emphasis on the concept of involvement, both situational and enduring involvement has been contemplated to explore the theoretical framework of TV advertising message processing. With the unit of analysis set at the advertised brand level, a naturalistic field study has been conducted to examine program intensity induced involvement (situational), product involvement (enduring) and audiences’ intrinsic involvement (enduring) effects on live TV advertising utilizing twelve years of Super Bowl broadcasting content analysis and survey data. The results have indicated that the advertisements subsequent to high intensity TV program contents are more likely to be memorized, yet it is moderated by product involvement. In other words the scoring segments would tend to have a positive effect on low involvement products and negative effect on high involvement products in terms of viewers’ memory. Additionally, the same effect patterns have been revealed on both high involvement (Fans) and low involvement (Non-Fans) viewers. However, the pattern of impact has not been witnessed on viewers’ attitude. The results have also validated serial position effects. The findings have revealed the dynamics created by program intensity and its interaction with product involvement on advertisement effects. The outcome also provided an in-depth understanding of TV ads positions for practical implications

“Violent men and superficial women” (“Våldsamma män och utseendefixerade kvinnor”) by authors Magda Wendel Bommarco and Lina Larsson aims to evaluate how male and female stereotypes are constructed in Super Bowls commercials 2023. The subject illustrates the issues behind stereotypes as a part of wider social ideologies and power relations, which makes the topic highly relevant to examine. The study examines how male and female stereotypes are constructed in the commercials, how they differ as well as how they can be understood. The research questions are examined through a semiotic content analysis of 10 commercials from Super Bowl 2023. The essay's theoretical framework consists of hegemonies, stereotypes and the gender system. The main results reveal that women are stereotyped as dumb, crazy, fixated on appearance as well as motherly in the commercials. This differs from the male stereotypes, which are related to violence and criminality, beer-drinking, sports and being a father. The results reveal that both genders are stereotyped as clichés, but that the female stereotypes are portrayed as more problematic than the male stereotypes are. The results can complement previous research in the field as well as display the stereotypes' function in society as a whole. The results are therefore relevant for the academic field as well as society.

Many ethical studies have focused on advertising; however, they have yet to focus specifically on Super Bowl advertisements. This thesis examines the ethical issue of portraying deceptive acts within the storylines of Super Bowl advertisements from 1988-2008. Results indicate that 196 of the 2,172 advertisements studied, contain deceptive storylines. Most often the advertisements depicted white males, ages 30-64, using deception. Also, deception was usually done out of self interest at the expense of others. The deception often led to negative social, material, and emotional consequences for the person being deceived, with mostly positive outcomes being shown for the person doing the deceiving. These, and other actions, provide a model of behavior that may have a negative impact on society, which warrants future research on this subject.

This paper conducts an analysis of the short-term Firm Value Enhancement that companies experience during large-scale advertising campaigns, such as the Super Bowl. The findings suggest that these firms may experience a positive or negative return during the days after a large event, by signaling to investors and consumers the value of their firm through their advertisements. Some of the highlights include an approximately – 5% return for Super Bowl Advertisers on the Monday after the event, and underperformance during the two weeks surrounding the event.

Companies that advertise during the Super Bowl can reach 40 million U.S. households with a 30-second commercial spot, but the cost can exceed $2 million. This research examines Nielsen television ratings and expenses for related commercial spots and suggests that the Super Bowl is not always the best site for introducing new companies or products to the marketplace. ANOVA test results indicate that younger companies may better affect purchase decisions by advertising more frequently during less expensive programming slots.