Joonghwa Lee, University of North Dakota Haseon Park, University of North Dakota Emily Gibbens, University of North Dakota Soojung Kim, University of North Dakota
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.
Sunday March 31, 2019 10:15am - 11:45am MDT
Bordeaux
