Why are Super Bowl Commercials Important and Popular in American Culture?

1230 Words3 Pages
bulb-icon

Recommended: Consumer behavior related to luxury goods essays

Why are Super Bowl commercials important and popular in American culture? The Super Bowl is historically known for having high viewers. There is an average of 112.2 million viewers watching the game (Marketing Charts). Americans are anxious to watch this televised game because there are many high profile companies that broadcast their new commercials and upcoming products. Most of these advertisers are portraying their products as a luxury or as a necessity in the everyday life. Advertisement companies influence buyer’s choices by portraying their luxurious products as a necessity. It is evident and clear that consumers acquire products that enhance their image and prestige. In other words, “products were made to appear not only desirable, but absolutely necessary” (Maasik and Solomon 177). Audi for example, is known as a German brand associated with lavishness and prestige. Therefore, Audi successfully influences consumers to link the purchase of their exclusive and classic vehicles to acquiring a high status symbol. Audi’s commercials use real-life examples in order to connect with their audience. As Solomon mentioned, “If the American dream encourages the desire to “arrive,” to vault about the mass, it also fosters a desire to be popular, to “belong” (545).” According to Solomon many populist commercials transform products into signs of belonging and usually appeals working class values (Solomon 545). Audi concentrates in producing ads with scenarios because they want their audience to specifically imagine themselves driving the vehicle at the moment that they are watching the commercial. For example, the television ad presented on the Super Bowl (2013) by Audi, “Prom,” suggests the importance of attaining a product that is lu... ... middle of paper ... ..., Joseph). Society needs to step down and realize men having power can become a bad thing leading to violence against women. Women should be able to have their voice heard and let their ideas heard (Fredrickson, Barbara). The idea of women being flawless from men who get there idea from social media everyday needs to be changed. This idea is destroying women causing eating disorders to depression. Women should be able be confident in who they are as a person instead having low self-esteem with the objectification men have on women. Beside objectification comes patriarchy, in some area men take power too far causing violence. Our society needs to stop and think what our commercials are showing our society, we need to show that women can be strong and have power. We do not always need to have the same idea of men being on top but show what women can do.

Show More
Related

  • Summary Of Robert Scholes On Reading A Video Text

    1674 Words  | 4 Pages

    In “On Reading a Video Text,” Robert Scholes discusses the idea of cultural reinforcement within television commercials. Scholes claims that television commercials remind viewers of their social whereabouts and displays their association with society. Commercials are played year around and people have the chance to view and form their own values and beliefs based on what they see. For instance, Scholes blatantly describes to his audience that the Budweiser commercial from the 80s focuses on more than just advertising their product; they try selling a message. Two and a half decades later Budweiser is at it again. In a recent Super Bowl commercial they focus in on a similar aspect, the American Dream. Only this time it is a little more

    Read More

  • Treatment of Females in The Odyssey and Now

    1072 Words  | 3 Pages

    Across the globe, women are starting to gain more political power and are able to have other jobs and rights, but this was only achieved recently, as women have always been second best. To start with, women were technically considered “slaves” or just above the standards of a slave. The main purpose of a woman was to cook, clean, raise a family, and to have sex or sometimes be raped, to please a mans needs. In Greece, they were seen as an object or property of a man, and were not given full rights, and in America, women were just given “all” rights not even fifty years ago. Plus, for women in power today or those who want to be, it’s still challenging to have the people vote for them, as people think that it’s different from the norm to vote for a female than a male. During the 2008 presidential election, Hillary Clinton ran against Barack Obama for the Democratic Party nomination, and it seemed that the country was more ready for the possibility of a bla...

    Read More

  • Media. Lowering the self-esteem of many.

    633 Words  | 2 Pages

    Did you know that nobody is “perfect”? Well in “Killing Us Softly” Jean Kilbourne a speaker who is internationally recognized for her work on the image of women in advertising explains that not even the perfect people shown in advertisements are perfect. Setting standards that aren’t even obtainable. Chris Godsey Professor at the University of Minnesota in Duluth writes in Cro-Magnon Karma how even these “perfect” are now starting to affect how men see themselves including himself. Emily Prager author speaks in “Our Barbies, Ourselves.” How men have an unrealistic idea of a perfect women. In these we will see how (Thesis) media shapes our identities and how we see ourselves.

    Read More

  • Mexican Women In The Media Essay

    1252 Words  | 3 Pages

    Times have changed throughout the generations and the portrayal of women in the media has definitely changed over the years. Unfortunately, there is still a stereotypical appearance and social role in the media that women need to achieve in order to be socially desired. Even though it has improved, there is such a stigma towards being too fat, too skinny, too tall, or too short and the list of imperfections go on and on. Aside from body image, social roles are a big issue in the media today. When you look at any advertisement in the media, you can notice the appearance, gender, and race of the model. The media’s idea of the “perfect” body is having the unflawed and women are typically skewed for this by society.

    Read More

  • Anne Norton The Signs Of Shopping Summary

    930 Words  | 2 Pages

    Solomon argues that advertisements in America “manipulate us to buy us into buying their wares (543). He discusses how Americans crave status symbols, and because of that, American companies advertise and sell status symbol products at a high rate. (544) Status symbols like nice cars, nice homes, and dogs that fit in your purse are all seen by just flipping through a few channels on the television. “The object itself doesn’t really matter” but what does matter is the message it sends out to others, a symbol of power. (544) One specific brand that Solomon brings up is a commercial made by the car company Porsche. “‘If you were a car,’ the commercial concludes, “you’d be a Porsche’” (548). Companies produce higher class products because, as a society, American’s crave higher status. Manufacturers continue to thrive off of Americans’ desire to have nice

    Read More

  • Advertising's Fifteen Basic Appeals Summary

    1276 Words  | 3 Pages

    The need for attention appeals to someone having the desire to be looked at. The need for autonomy appeals to people exfoliating the idea of being your own person, your own image. One out of many popular appeals is the need to escape which appeals to consumers to think that from buying there product they will be living in somewhat of a paradise. Jib Fowles analysis of the fifteen appeals has really opened my eyes to the broad spectrum of influenced culture we live in everyday. When thinking of all the ways advertisers try to persuade us to buy there product I can conclude that through the idea of analyzing the fifteen basic appeals we as consumers will always know the real message being portrayed. Advertisements have always kept us up with societal standard and the trends and styles that are constantly being improved with it, but what about a commercial that in a way brings opposites together? The commercial I chose in this assignment was a 2016 summer Coca- Cola commercial on where the main message being depicted was that through coca cola anything can happen and that in life if you want something, you must be determined and undeniably inquizitive and eager. The commercial starts of with this kid who in a way would be categorized as nerdy, unathletic but in the gist of things good spirited who works at the coke station,

    Read More

  • Rhetorical Analysis Of Super Bowl Advertising Campaigns

    578 Words  | 2 Pages

    In order to catch the attention of unphased citizens, advertising campaigns of corporations must boldly stand out and uniquely draw notice. Each year millions watch Super Bowl commercials in order to judge their effectiveness. While the most successful ad teams often earn the customers attention by bizarre methods, they do so using age-old rhetorical devices of logos, ethos, and/or pathos. In the end, Americans prove just as simply persuaded as ever, however, the problem does not lie within rhetorical appeal but instead in conformity. Americans pride ourselves on nonconformity, yet we willingly conform, and therein lies our current complex conundrum: we have become what we despise, indoctrinated in learned cultural norms, Americans can't recognize the bias in daily actions. We watch the Super Bowl because that’s what Americans do. Americans wowed because they have desensitized their lives by idly thinking about nothing, passively watching scripted reality, and/or “living” a virtual reality rather than participating in a potentially frighteningly unpredictable world. Yet, we espouse that in order to live life we must embrace all the fear and evil in world in order to overcome

    Read More

  • Male Gaze

    1329 Words  | 3 Pages

    This patriarchal mentality is an old school approach to society. Times change for the better and we become more civilized as a society and I think it’s time to focus on empowerment of women that also involves women supporting women and proceed with the determination of women being equal men and enlightens our society for future and for our young women to know of free will.

    Read More

  • The Super Bowl: The Cultural Impact Of The Super Bowl

    1265 Words  | 3 Pages

    The Super Bowl accumulates millions and millions of views which has caused it to be [one] the “largest events of the year…”. The Super Bowl incorporates various forms of persuasions and messages. This happens mainly through commercials. The Super Bowl has developed into a “mega-media” entertainment that becomes the focus than the football competition. The audience appears to enjoy the halftime shows, commercials and other ads this event offers than the actual persuasive and structured message or text within the commercials.

    Read More

  • What Are The Roles Of Puritan Women

    605 Words  | 2 Pages

    About five centuries ago the world was built on classification; children and adults, blacks and whites but most importantly women and men. The stereotypical mindset that men are superior to women has counterparted a constant detriment to our ever-growing society. Although there has been some improvements in society like granting the right to vote to women because of gender discrimination and lack of opportunities for women, our rights in society haven’t improved since the beginning of the United States.

    Read More

  • T. V Commercials

    577 Words  | 2 Pages

    T.V commercials plays very important part in the marketing of a product. It is not surprise that huge amount of money is spent on commercials and the use of commercials evolved dramatically these days. They aim to show their product through the commercial with attractive and different techniques to attract customer’s attention. Nike and Kia is no exception. Both companies have been a leading brand in sports and cars. Especially the Nike, they have been made a great commercials every time whenever they are promoting product or events like World Cup. Also, advertising through most watched television broadcast called super bowl made marketers to spend million dollars for 30 seconds advertisement. So I chose one commercial from Nike’s “winner stays on” second film in the “risk everything” campaign and one from Kia’s “space Babies” Super Bowl commercial in 2013. The reason why I chose these advertisement is to compare Nike’s sports through marketing strategy and

    Read More

  • Women's Equality In America

    831 Words  | 2 Pages

    With a society that holds a male-dominant mindset, it becomes difficult to change the status of women for the better. People in America still hold views on how a woman should behave. Since the Puritan’s time, women have been viewed as obedient and demure. They are expected to be quiet and polite. Although women can now speak publically, there has yet to be a woman president. Women make up half the population and yet they haven’t had representation in the presidential office. Therefore they don’t have as much power to speak and make

    Read More

  • Gender-Based Violence and Human Trafficking of Women and Children Today

    1589 Words  | 4 Pages

    Violence against women is an issue that walks in lockstep with society. There is no society that is not struggling to see women as people with an equal ability to have power, or at least financial mobility. Many involved see t...

    Read More

  • Advertisements and its Relation to Societies and Cultures

    1187 Words  | 3 Pages

    Words are symbolic of concepts. Advertising language may seem simple but it has got a whole meaning and culture behind it. Advertisers try and understand the concept and culture of the society and transform that in the shape of a commercial. Advertisements are always trying to show people the increasingly changing fashions. The goal of advertisements is to try make people believe that they are lagging behind in today’s culture. As Mark Edwards once said “if people were comfortable with who they were, they'd never buy any products except the ones they needed, and then where would the advertising industry be?” Thus, these cultural commercials have become part of societies, and this multibillionaire industry continues to expand and mesmerize people.

    Read More

  • Essay On The Cocaine Godmother

    660 Words  | 2 Pages

    Since the beginning of mankind we have lived in a world controlled by the male species. Men are seen as strong, aggressive and powerful and therefore in the eyes of a man controlled society, they are natural born leaders. Women are biologically different than men, thats a no brainer but the question becomes whether or not different equals opposite. For a very long time the answer was yes until women began to stand up and speak out. In 1920, 72 years after the first women’s right group was formed- women were allowed to vote yet they still had to fight for equality amongst men and today the fight is steady going strong.

    Read More

More about Why are Super Bowl Commercials Important and Popular in American Culture?

Open Document