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Media Literacy in Super Bowl Ads
Andrew Wesley
Affect of Media on Globalization
Technology has allowed society to stay in touch with itself and the cultural identity of others around the world. One of the most easily accessible forms of literacy that can affect the thoughts and beliefs of many is the media. People use the media to form both educated responses and reinforce stereotypes by what they see and read in the media. While many people feel it is the responsibility of the media to portray cultures of both the U.S. and other nations in an accurate manner, this will not always be true. It is up to the individual to understand how to interpret media representation so that positive portrayals remain the status quo and not negative reinforcements that can be construed from irresponsible postings.
How Children Learn from Media Representations
Children are constantly absorbing and learning from what they observe around them. Unfortunately, they often take what they see to be fact. As adults, we know this is not necessarily true. It is the repsonsibility of the adults around them to both report cultural representations accurately and factually. When liberties are taken by adults, in this case within the media, children can misinterpret the information. From newpaper reports to television commercials, students often formulate opinions based on what they see. When they see a commercial that encourages violent behaviors to protect properties, children may assume that is how society handles these situations. As mentors and role models for the youth of not just America, but the World, we must hold people accountable for their actions and teach students what is true and false about their observations.
Globalization Reaches more People Today than ever Before
Advertisers need to find their target audience to be successful. The point of a target audience is to hit the right people at the right time with the proper persuasive skills. The Super Bowl is one event when people of all cultures, genders, and ages watch simultaneously. 750 million viewers is a great chance to showcase talents and increase the odds that advertisers will hit that elusive target audience. But it comes with a heavy price tag. As mentioned, Apple paid $1 million dollars for a 60-second spot 24 years ago. The going rate for a 30-second spot in 2007 was over $2.6 million. As the United States has acquired technological advancements that stagger the imagination, the attention span of the television viewing audience seems to have regressed. Gone are the 60-second advertising spots that made “1984” famous. In today’s world of media-saturation, 30-seconds is all advertisers are going to have to reach into a person’s mind and convince them that the product being pitched is worthy of their time and money. The new popular formula was born: The three-scene format.
In translation, advertisers are not only saying that the average television viewer’s attention span is incapable of operating at functioning levels for 30-seconds, but that a series of three 10-second stories might be more suitable and memorable to the average viewer. Commercials are shorter in duration, but the quantity of commercials is growing out of control. .
The United States is world-renowned for its cultural diversity. Once known as the melting pot, people from all over the world have migrated to the United States. This can become a difficult task when advertisers develop commercials. As a rule, the advertiser has to be able to relate to, and understand, the customer. With constant shifting in the cultural paradigm, staying on top of demographic trends is vital to marketing success. Hitting target audiences without alienating other cultural viewers is a real concern for advertising firms. But it's not just about the U.S. market, it has become a global market. 750 million viewers worldwide is one of the largest audiences the planet has ever seen. And with the global expansion of westernized businesses such as Coca Cola, McDonald's and various dot.com companies, this global audience is just what marketing departments and advertisers need to justify the expensive price tag for a 30-second commercial. It also means that advertisers are not just promoting their products, but an American way of life. Will violence and sex be accepted in other countries, or will foreign cultures view these commercials as sophmoric and childish? With digital literacy at an all-time high, results to these questions could just be a click away.
Methodolgy for Collecting Data from Super Bowl Commercials
The following information is a collection of cultural and gender-related observances that were viewed during the commercials of Super Bowl XLII. The data was not scientifically calculated. The data comes from the viewpoint of a spectator. Data was only collected if it could be visually obtained without the use of magnification, pausing advertisements, or secondary tools, since this is the method that children would view these ad placements. When large numbers of actors were utilized, only those who appeared prominently were counted. When it comes to the different categories, it was left up to the observer’s judgment to determine placement of a cultural representation. The category of “violence” was defined as, “Any act in which a person puts themselves or others in harm’s way using physical contact.” An act of verbal aggression would not count as violence unless physical contact was made. The use of sex objects can apply to male or female and is defined for the purposes of this research as, “A person acting in a provocative manner through physical actions or language for the sole purpose of gaining the viewer’s attention.” Because the information was obtained using the television broadcast in metro-Detroit, Michigan, regional differences might be recognized by the reader. A total of sixty commercials were analyzed for the purpose of this paper.
Compiled Data and Statistical Results for Advertisements run in Super Bowl XLII
Key Findings Related to Data
1. Commercials with large minority representation
2. Commercials with high number of actors without minority portrayal
3. Total cultural/gender representation
4. How violence and sex appeal was applied to commercials to promote product (out of 60)
5. Use of animal figures and/or characters in commercials - 24 times
How Data Could be Interpreted by Society
Some might find it surprising, even unsettling, that animals received more airtime than Asians and Hispanics combined. The 2000 U.S. Census Bureau reports 14.8% of the population were Hispanics and 4.4% were Asian. Half of the six Hispanics that were visibly recognizable during the 60 commercials (30 minutes worth of
the Super Bowl) were portrayed in a Taco Bell commercial where they were dressed in stereotypical Mariachi garb with traditional sombreros to match. 
The same goes for the Asian representation during the commercials. Three of the seven people of Asian descent that appeared during the Super Bowl were portrayed as Japanese teppanyaki chefs at a Benihana-style restaurant. Hispanics and Asians are established cultural entities in the United States, not to mention their global representation, and should be worthy of an attainable target audience instead of being portrayed in a potentially offensive manner as advertisers attempt to reach a particular target audience. Many Asians and Hispanics drive Toyotas, use Dell computers, and eat Doritos, yet they only appeared in stereotypical roles to create an amusing feeling to the commercial.
To neglect one cultural identity to appease a different cultural identity that might appear more influential with deeper pockets can be a risky game of profiling. This can create more harm than good in the long run.
The 2000 U.S. Census Bureau also shows that Hispanics are the largest minority population in the country with 14.8%. Second on the list is African American with 12.8%. Yet the Super Bowl ads showed a significant difference in representation: Hispanics at a low 1.68% whereas African Americans were at 14.4%. It is unlikely that less than 2% of the Super Bowl’s viewing audience was Hispanic. African American viewers would probably register higher than 14.4% as well. However, this is about target audiences. White/non-Hispanics make up 80.1% of this country’s overall population and the advertising data presented in the preceding pages nearly mimics that with white/non-Hispanic numbers at 80.5%. The reflection of commercial representation to that of the actual United States population is uncanny, but is it responsible advertising? If other cultural groups are feeling ostracized or used for entertainment purposes only, then target audiences need to be refined or altered to cater to the potential loss of clients due to cultural insensitivity.
Of the 60 commercials that were analyzed, 26 relied on violence to sell their products. The definition of violence in television advertising has been difficult for advertisers and television watchdog groups to agree upon. When attempting to measure violence or aggression in media content, among the central disagreements are whether accidents, psychological harm stemming from verbal rather than physical abuse, and slapstick comedy and other forms of humorous violence should be included (Mustonen & Pulkkinen, 1997). People are becoming more and more desensitized to television violence and the determination
Children emulate what they see. The genuine concern is that children will reenact a violent scene from a television commercial, video game, or cartoon in their daily routine. Roy F. Fox discusses in depth how people, especially children, will assume the identity of characters they see portrayed during commercials.
Tim Duncan is considered to be a positive role model and not threatening when a child identifies with him. However, there is the possibility of negative repercussions when children begin to assume the identities of athletes who lead a less-than moral lifestyle of drugs or violence. Bryan, mentioned above in Fox’s quote, seems to have difficulty distancing himself from the character he idolizes. The use of the word “me” in his quote clearly places him in the character’s shoes. “Bryan does not impose any clear or logical distance by introducing his response with a phrase like, ‘This commercial is about a triathlete who says…..’ Instead, he leaps instantly and completely into the persona of the commercial’s character, with no explanation (Fox, p. 41).” Ultimately, society needs to ask itself about the dangers of children who adopt the identity of a commercial character.
There needs to be some level of trepidation about Fox’s theory of assuming identities since approximately 17 million children were watching Super Bowl XLII (Fitzgerald, 2008). There were multiple commercials that set the stage for negative “mirroring” of identities in the under-18 demographic. The question of responsible advertising is brought to light when this demographic is discussed. Commercials that cross over from sex appeal into violence and again into humor can become very entertaining for an adult audience that hopefully has the mental conditioning to decipher the line between entertainment and reality. However, this line becomes more blurry with the descension of age. An historical culprit of using the three-tiered genre is alcohol companies. When humor is injected into a commercial spot, particularly with the use of animals, mascots, or cartoons, it is inevitable that children will pay closer attention to that spot. Although beer companies claim they are not marketing to children, it doesn’t mean children aren’t being influenced just the same.
According to Nielson Media Research, 97.5 million people in the United States watched Super Bowl XLII
Apple’s “1984” changed the way advertisers approach the Super Bowl the same way its Macintosh changed personal computers. The flood gates of creativity were opened and with the growing popularity of football came the growth of television advertising. The United States has seen incredible change in its population over the past 20 years. The introduction of new cultures and the evolution of existing cultures have altered target audiences. It’s not as simple as age and gender anymore. Other factors need to be considered. Ethical boundaries are being tested and the concept of what is socially acceptable is being pushed to the limits. Advertisers, parents and producers need to consider the ramifications on society as well as the economic considerations when creating advertisements. In the case of the National Collegiate Athletic Association (NCAA), they have developed self-imposed regulations regarding beer advertising during its sporting events (O’Toole & Wieberg, 2008, p. 2C). They only allow 60 seconds of beer advertising during any hour of sports programming on television. If other sporting arenas would recognize the impact that their programs have on society’s youth, maybe more responsible programming can lead to less dangerous character identification in the youth of the United States and the World as a whole.
Works Cited
Bergstrom, A., Paradise, A., Ren Q., & Scharrer, E. (December 1, 2006). Laughing to keep from crying: Humor and aggression in television commercial content. Journal of Broadcasting & Electronic Media.
Fitzgerald, T. (2008, February 1). Kids group: End Super Bowl beer ads. Media Life Magazine retrieved from www.medialifemagazine.com on April 19, 2008.
Fox, R.F. (1996). Harvesting Minds: How TV commercials control kids. Westport, Connecticut: Praeger Publishing.
Kanner, B. (2004). The Super Bowl of advertising: How the commercials won the game. Princeton, New Jersey: Bloomberg Press.
Mustonen, A. & Pulkkinen (1997). Television Violence: A development of a coding scheme. Journal of Broadcasting & Electronic Media, 41, 168-189.
O’Toole, T. & Wieberg, S. (2008, April 25). NCAA says it followed self-limit on Final Four beer ads. USA Today, p. 2C.
Peppers, D. & Rogers, M. (1993). The one to one future: Building relationships one customer at a time. New York: Doubleday.
Potter, W.J. (1999). On media violence. Thousand Oaks, CA: Sage.
Seiden, H. (1990). Advertising Pure and Simple. New York: Amacom.
U.S. Census Bureau (2008, January 2). USA quickfacts. Retrieved from http://quickfacts.census.gov on April 19, 2008.
Affect of Media on Globalization
Technology has allowed society to stay in touch with itself and the cultural identity of others around the world. One of the most easily accessible forms of literacy that can affect the thoughts and beliefs of many is the media. People use the media to form both educated responses and reinforce stereotypes by what they see and read in the media. While many people feel it is the responsibility of the media to portray cultures of both the U.S. and other nations in an accurate manner, this will not always be true. It is up to the individual to understand how to interpret media representation so that positive portrayals remain the status quo and not negative reinforcements that can be construed from irresponsible postings.
How Children Learn from Media Representations
Children are constantly absorbing and learning from what they observe around them. Unfortunately, they often take what they see to be fact. As adults, we know this is not necessarily true. It is the repsonsibility of the adults around them to both report cultural representations accurately and factually. When liberties are taken by adults, in this case within the media, children can misinterpret the information. From newpaper reports to television commercials, students often formulate opinions based on what they see. When they see a commercial that encourages violent behaviors to protect properties, children may assume that is how society handles these situations. As mentors and role models for the youth of not just America, but the World, we must hold people accountable for their actions and teach students what is true and false about their observations.
Globalization Reaches more People Today than ever Before
Advertisers need to find their target audience to be successful. The point of a target audience is to hit the right people at the right time with the proper persuasive skills. The Super Bowl is one event when people of all cultures, genders, and ages watch simultaneously. 750 million viewers is a great chance to showcase talents and increase the odds that advertisers will hit that elusive target audience. But it comes with a heavy price tag. As mentioned, Apple paid $1 million dollars for a 60-second spot 24 years ago. The going rate for a 30-second spot in 2007 was over $2.6 million. As the United States has acquired technological advancements that stagger the imagination, the attention span of the television viewing audience seems to have regressed. Gone are the 60-second advertising spots that made “1984” famous. In today’s world of media-saturation, 30-seconds is all advertisers are going to have to reach into a person’s mind and convince them that the product being pitched is worthy of their time and money. The new popular formula was born: The three-scene format.
| To build suspense and interest in the commercial, three vignettes are used to dramatize and drive home the same point. One scene would stretch out too long for the time span and be dull. Two aren't convincing or memorable enough. Three scenes seem to be just right to make the point, add interest, and fit perfectly into the allotted time (Seiden, 1990, p. 74). |
In translation, advertisers are not only saying that the average television viewer’s attention span is incapable of operating at functioning levels for 30-seconds, but that a series of three 10-second stories might be more suitable and memorable to the average viewer. Commercials are shorter in duration, but the quantity of commercials is growing out of control. .
The United States is world-renowned for its cultural diversity. Once known as the melting pot, people from all over the world have migrated to the United States. This can become a difficult task when advertisers develop commercials. As a rule, the advertiser has to be able to relate to, and understand, the customer. With constant shifting in the cultural paradigm, staying on top of demographic trends is vital to marketing success. Hitting target audiences without alienating other cultural viewers is a real concern for advertising firms. But it's not just about the U.S. market, it has become a global market. 750 million viewers worldwide is one of the largest audiences the planet has ever seen. And with the global expansion of westernized businesses such as Coca Cola, McDonald's and various dot.com companies, this global audience is just what marketing departments and advertisers need to justify the expensive price tag for a 30-second commercial. It also means that advertisers are not just promoting their products, but an American way of life. Will violence and sex be accepted in other countries, or will foreign cultures view these commercials as sophmoric and childish? With digital literacy at an all-time high, results to these questions could just be a click away.
Methodolgy for Collecting Data from Super Bowl Commercials
The following information is a collection of cultural and gender-related observances that were viewed during the commercials of Super Bowl XLII. The data was not scientifically calculated. The data comes from the viewpoint of a spectator. Data was only collected if it could be visually obtained without the use of magnification, pausing advertisements, or secondary tools, since this is the method that children would view these ad placements. When large numbers of actors were utilized, only those who appeared prominently were counted. When it comes to the different categories, it was left up to the observer’s judgment to determine placement of a cultural representation. The category of “violence” was defined as, “Any act in which a person puts themselves or others in harm’s way using physical contact.” An act of verbal aggression would not count as violence unless physical contact was made. The use of sex objects can apply to male or female and is defined for the purposes of this research as, “A person acting in a provocative manner through physical actions or language for the sole purpose of gaining the viewer’s attention.” Because the information was obtained using the television broadcast in metro-Detroit, Michigan, regional differences might be recognized by the reader. A total of sixty commercials were analyzed for the purpose of this paper.
Compiled Data and Statistical Results for Advertisements run in Super Bowl XLII
| Representation Viewed | Total Number Viewed | Percentage of Total |
| Total people observed | 345 | 100% |
| White adult males | 186 | 54.4% |
| White adult females | 71 | 20.5% |
| White male children | 10 | 2.9% |
| White female children | 11 | 3.1% |
| Black adult males | 39 | 11.3% |
| Black adult females | 12 | 3.4% |
| Asian adult males | 7 | 2.0% |
| Asian adult females | 3 | 0.8% |
| Hispanic adult males | 5 | 1.4% |
| Hispanic adult females | 0 | 0.3% |
Key Findings Related to Data
1. Commercials with large minority representation
- T-Mobile (72.7%)
- Taco Bell (50%)
- Bud Light (45.4%)
2. Commercials with high number of actors without minority portrayal
- Toyota - 12 actors (0% minority)
- www.godaddy.com – 11 actors (0% minority)
- Garmin GPS systems – 7 actors (0% minority)
3. Total cultural/gender representation
- White/non-Hispanic (80.5%)
- Total minorities (18.9%)
- Black/African American (14.4%)
- Asian/Indian (2.8%)
- Hispanic (1.68%)
- Male representation-regardless of culture (71.6%)
- Female representation-regardless of culture (28.04%)
4. How violence and sex appeal was applied to commercials to promote product (out of 60)
- 26 used violence (43.3%)
- 16 used men and women as sex objects (26.6%)
- 7 used both violence and sex objects (11.6%)
5. Use of animal figures and/or characters in commercials - 24 times
How Data Could be Interpreted by Society
Some might find it surprising, even unsettling, that animals received more airtime than Asians and Hispanics combined. The 2000 U.S. Census Bureau reports 14.8% of the population were Hispanics and 4.4% were Asian. Half of the six Hispanics that were visibly recognizable during the 60 commercials (30 minutes worth of
the Super Bowl) were portrayed in a Taco Bell commercial where they were dressed in stereotypical Mariachi garb with traditional sombreros to match. The same goes for the Asian representation during the commercials. Three of the seven people of Asian descent that appeared during the Super Bowl were portrayed as Japanese teppanyaki chefs at a Benihana-style restaurant. Hispanics and Asians are established cultural entities in the United States, not to mention their global representation, and should be worthy of an attainable target audience instead of being portrayed in a potentially offensive manner as advertisers attempt to reach a particular target audience. Many Asians and Hispanics drive Toyotas, use Dell computers, and eat Doritos, yet they only appeared in stereotypical roles to create an amusing feeling to the commercial. | Never forget that every customer of your is a human being - an organic, intelligent individual with a constantly evolving set of attitudes...... Instead of reaching your target audience, think of having a conversation with these individuals (Peppers & Rogers, 1993, p. 34). |
To neglect one cultural identity to appease a different cultural identity that might appear more influential with deeper pockets can be a risky game of profiling. This can create more harm than good in the long run.
The 2000 U.S. Census Bureau also shows that Hispanics are the largest minority population in the country with 14.8%. Second on the list is African American with 12.8%. Yet the Super Bowl ads showed a significant difference in representation: Hispanics at a low 1.68% whereas African Americans were at 14.4%. It is unlikely that less than 2% of the Super Bowl’s viewing audience was Hispanic. African American viewers would probably register higher than 14.4% as well. However, this is about target audiences. White/non-Hispanics make up 80.1% of this country’s overall population and the advertising data presented in the preceding pages nearly mimics that with white/non-Hispanic numbers at 80.5%. The reflection of commercial representation to that of the actual United States population is uncanny, but is it responsible advertising? If other cultural groups are feeling ostracized or used for entertainment purposes only, then target audiences need to be refined or altered to cater to the potential loss of clients due to cultural insensitivity.
Of the 60 commercials that were analyzed, 26 relied on violence to sell their products. The definition of violence in television advertising has been difficult for advertisers and television watchdog groups to agree upon. When attempting to measure violence or aggression in media content, among the central disagreements are whether accidents, psychological harm stemming from verbal rather than physical abuse, and slapstick comedy and other forms of humorous violence should be included (Mustonen & Pulkkinen, 1997). People are becoming more and more desensitized to television violence and the determination
Children emulate what they see. The genuine concern is that children will reenact a violent scene from a television commercial, video game, or cartoon in their daily routine. Roy F. Fox discusses in depth how people, especially children, will assume the identity of characters they see portrayed during commercials.
| Kids were involved (in commercials) when they assumed or "took over" the identities of people they watched on TV commercials. Kids assumed identities in many ways. Judson Wells called himself "Shaq" Wells (for Shaquille O'Neal). Judson even signed his name in yearbooks as "Shaq." They automatically "switched viewpoints" with a character in a commercial. When I asked Bryan what the new Gatorade commercial was about, he immediately replied with the commercial's exact words, "And the best part is, you get to go out there and watch me! (Fox, 1996, p. 41). |
Tim Duncan is considered to be a positive role model and not threatening when a child identifies with him. However, there is the possibility of negative repercussions when children begin to assume the identities of athletes who lead a less-than moral lifestyle of drugs or violence. Bryan, mentioned above in Fox’s quote, seems to have difficulty distancing himself from the character he idolizes. The use of the word “me” in his quote clearly places him in the character’s shoes. “Bryan does not impose any clear or logical distance by introducing his response with a phrase like, ‘This commercial is about a triathlete who says…..’ Instead, he leaps instantly and completely into the persona of the commercial’s character, with no explanation (Fox, p. 41).” Ultimately, society needs to ask itself about the dangers of children who adopt the identity of a commercial character. There needs to be some level of trepidation about Fox’s theory of assuming identities since approximately 17 million children were watching Super Bowl XLII (Fitzgerald, 2008). There were multiple commercials that set the stage for negative “mirroring” of identities in the under-18 demographic. The question of responsible advertising is brought to light when this demographic is discussed. Commercials that cross over from sex appeal into violence and again into humor can become very entertaining for an adult audience that hopefully has the mental conditioning to decipher the line between entertainment and reality. However, this line becomes more blurry with the descension of age. An historical culprit of using the three-tiered genre is alcohol companies. When humor is injected into a commercial spot, particularly with the use of animals, mascots, or cartoons, it is inevitable that children will pay closer attention to that spot. Although beer companies claim they are not marketing to children, it doesn’t mean children aren’t being influenced just the same.
According to Nielson Media Research, 97.5 million people in the United States watched Super Bowl XLII
Apple’s “1984” changed the way advertisers approach the Super Bowl the same way its Macintosh changed personal computers. The flood gates of creativity were opened and with the growing popularity of football came the growth of television advertising. The United States has seen incredible change in its population over the past 20 years. The introduction of new cultures and the evolution of existing cultures have altered target audiences. It’s not as simple as age and gender anymore. Other factors need to be considered. Ethical boundaries are being tested and the concept of what is socially acceptable is being pushed to the limits. Advertisers, parents and producers need to consider the ramifications on society as well as the economic considerations when creating advertisements. In the case of the National Collegiate Athletic Association (NCAA), they have developed self-imposed regulations regarding beer advertising during its sporting events (O’Toole & Wieberg, 2008, p. 2C). They only allow 60 seconds of beer advertising during any hour of sports programming on television. If other sporting arenas would recognize the impact that their programs have on society’s youth, maybe more responsible programming can lead to less dangerous character identification in the youth of the United States and the World as a whole.
Works Cited
Bergstrom, A., Paradise, A., Ren Q., & Scharrer, E. (December 1, 2006). Laughing to keep from crying: Humor and aggression in television commercial content. Journal of Broadcasting & Electronic Media.
Fitzgerald, T. (2008, February 1). Kids group: End Super Bowl beer ads. Media Life Magazine retrieved from www.medialifemagazine.com on April 19, 2008.
Fox, R.F. (1996). Harvesting Minds: How TV commercials control kids. Westport, Connecticut: Praeger Publishing.
Kanner, B. (2004). The Super Bowl of advertising: How the commercials won the game. Princeton, New Jersey: Bloomberg Press.
Mustonen, A. & Pulkkinen (1997). Television Violence: A development of a coding scheme. Journal of Broadcasting & Electronic Media, 41, 168-189.
O’Toole, T. & Wieberg, S. (2008, April 25). NCAA says it followed self-limit on Final Four beer ads. USA Today, p. 2C.
Peppers, D. & Rogers, M. (1993). The one to one future: Building relationships one customer at a time. New York: Doubleday.
Potter, W.J. (1999). On media violence. Thousand Oaks, CA: Sage.
Seiden, H. (1990). Advertising Pure and Simple. New York: Amacom.
U.S. Census Bureau (2008, January 2). USA quickfacts. Retrieved from http://quickfacts.census.gov on April 19, 2008.
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