Super Bowl Advertising Analysis

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Depictions of racial and gender stereotypes in Super Bowl 2018 commercials Introduction Due to the importance of Super Bowl advertising and the overall influence that this sports event has on its consumers, it is essential to note and examine the current portrayal of racial and gender stereotypes in these advertising commercials. Likewise, a research study of these particular standards of racial and gender behaviors are imperative to understand the needed measures to make better advertising decisions for future Super Bowls. The purpose of this study was also to detect shifts in gender and racial stereotypes in the advertising messages to the culturally diverse audience of the Super Bowl. Literature Review Super Bowl Advertising Previous studies…show more content…
Due to the attractive size and demographics of the Super Bowl audience, companies are even more eager to invest in the game because research has demonstrated that these viewers are keenly attentive to Super Bowl advertisements (Gunter & Furnham, 1997). With that being said, research notes that the degree to which viewers are involved and attentive to is another important factor for advertising. Moreover, the cost of advertising in the Super Bowl is expensive, and the cost of it has risen exorbitantly over the years. Advertisers can spend up to millions of dollars creating and producing commercials for the Super Bowl, in spite of the fact that the cost of airing Super Bowl commercials has increased steeply over the years (Gunter & Furnham, 1997). The cost of airtime during the Super Bowl has not yet hindered marketing and advertising channels to put an end to spending high dollar amounts to get their business’ name out. Ultimately, these companies expect to see a greater return on their…show more content…
Building on this research, our class decided to observe racial and gender stereotypes in Super Bowl 2018 commercials since no one has yet to combine racial and gender stereotypes. To better understand how advertising portrays individuals, our research focuses on observing the depictions of white men and women as well as men and women of color. Significantly, our research centers on examining these racial and gender stereotypes in Super Bowl 2018 commercials to obtain information for advertising purposes. Our hypotheses are formulated as follows: H1: Individuals of color are portrayed with more gender stereotypes than white individuals in the Super Bowl 2018 commercials. H2: Women of color are portrayed with more gender stereotypes than white women in the Super Bowl 2018 commercials. H3: Men of color are portrayed with more gender stereotypes than white men in the Super Bowl 2018 commercials. Methodology Sample of Super Bowl
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