Authors Frances Dalton Cleaver and Jessica de Koning (2015), define institutionalism as, “A contemporary body of thought that explores how institutions dynamically mediate relationships between people, natural resources and society” (p. 1). The recent Super Bowl presented an opportunity for institutions to market their individual brands to millions of spectators worldwide, in the form of commercial advertisements. This form of media is a specifically powerful weapon in the arsenal of institutions, having the ability to connect and influence millions of viewers all over the world. YouTube videos of specifically entertaining commercials, gather millions of views before and after the event. The Super Bowl commercials have become so prestigious,
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Most recently, the presidential election of Donald Trump sparked revolt and protest all over the country. “Worldviews are not necessarily hegemonic and unchanging – they are perceived, interpreted and drawn on variably by people” (Frances, 2015, p.1). Commercial media during the Super Bowl took many opportunities to speak out on the issues concerning this country such as, immigration, and equality. Budweiser’s commercial titled, “Born the Hard Way”, follows the travels of a German immigrants’ hardship in America while pursuing the craft of a perfect beer. This man faces many struggles during his adventures in the early United States, the most prominent being discrimination. In the end, he finds another German man and together they create the infamous Budweiser Beer, showing how important immigrants are too this country. Just before this Super Bowl, there was a ban on immigration from certain countries. This decision by Budweiser to air this advertisement was no mistake. Budweiser took the opportunity to broadcast a stance on a popular issue in our country with hopes of swaying others to follow. “In the “complexity” model advanced by Vorderer, media-induced negative affect, such as sadness, melancholy, or anxiety, could serve a different function at the situational or “object” level, while providing a meaningful or normalizing positive effect at a …show more content…
It is a yearly entertainment extravaganza that includes a football game, commercials embedded within the game, and a glitzy halftime show” (David et al, 2008, p.398). In our society, the Super Bowl has become far more than just a game. The role of media and advertisements during the Super Bowl has taken a commanding lead in entertainment value. The Super Bowl commercials have become so prestigious, that they provide more entertainment value to the average viewer than the football game itself. First, many commercials were centered around humor popular to a large variety of viewers. Next, the products advertised provided unrealistic and desired outcomes as a byproduct of purchasing their item. Finally, commercials address well known social issues and controversial events on a global scale. The humor presented in the commercials is widely accessible to any person of any age or background. The popularity of these advertisements is only bolstered by the millions of views gathered on YouTube of selected commercials. The ability of institutions to manipulate viewers minds into thinking they “need” a product is masterful. The use of idolized public figures is crucial to the success of this marketing scheme and only strengthens the grasp media has on the general consumer population. Finally, the commercials tapped into naturalistic human expressions of sadness, melancholy and empathy as viewers watched the struggles and success of immigrants
Most recently, the presidential election of Donald Trump sparked revolt and protest all over the country. “Worldviews are not necessarily hegemonic and unchanging – they are perceived, interpreted and drawn on variably by people” (Frances, 2015, p.1). Commercial media during the Super Bowl took many opportunities to speak out on the issues concerning this country such as, immigration, and equality. Budweiser’s commercial titled, “Born the Hard Way”, follows the travels of a German immigrants’ hardship in America while pursuing the craft of a perfect beer. This man faces many struggles during his adventures in the early United States, the most prominent being discrimination. In the end, he finds another German man and together they create the infamous Budweiser Beer, showing how important immigrants are too this country. Just before this Super Bowl, there was a ban on immigration from certain countries. This decision by Budweiser to air this advertisement was no mistake. Budweiser took the opportunity to broadcast a stance on a popular issue in our country with hopes of swaying others to follow. “In the “complexity” model advanced by Vorderer, media-induced negative affect, such as sadness, melancholy, or anxiety, could serve a different function at the situational or “object” level, while providing a meaningful or normalizing positive effect at a …show more content…
It is a yearly entertainment extravaganza that includes a football game, commercials embedded within the game, and a glitzy halftime show” (David et al, 2008, p.398). In our society, the Super Bowl has become far more than just a game. The role of media and advertisements during the Super Bowl has taken a commanding lead in entertainment value. The Super Bowl commercials have become so prestigious, that they provide more entertainment value to the average viewer than the football game itself. First, many commercials were centered around humor popular to a large variety of viewers. Next, the products advertised provided unrealistic and desired outcomes as a byproduct of purchasing their item. Finally, commercials address well known social issues and controversial events on a global scale. The humor presented in the commercials is widely accessible to any person of any age or background. The popularity of these advertisements is only bolstered by the millions of views gathered on YouTube of selected commercials. The ability of institutions to manipulate viewers minds into thinking they “need” a product is masterful. The use of idolized public figures is crucial to the success of this marketing scheme and only strengthens the grasp media has on the general consumer population. Finally, the commercials tapped into naturalistic human expressions of sadness, melancholy and empathy as viewers watched the struggles and success of immigrants