Depictions of racial and gender stereotypes in Super Bowl 2018 commercials
Introduction
Previous studies suggest that Super Bowl advertisements are worth examination due to the fact that it is the most watched sports event in the United States. With the rising amount of advertisement commercials in Super Bowls over the years, it has become so much more than just about the game itself. Instead, it has since progressed into an appealing marketing channel for launching and promoting products to the largest media audience in the country. In this regard, 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 standards of racial and gender behaviors is imperative to understand the needed measures to make better advertising decisions for future Super Bowls. The purpose of this study was to also detect shifts in gender and racial stereotypes in the advertising messages.
Literature Review
Super Bowl Advertising
Current research indicates that US advertisers love the Super Bowl because it has reached an average television audience of over 120 million US viewers for the last 10 years (Tomkovick, Yelkur, & Christians, 2001). Additionally, there has been well over 400 Super Bowl ads aired …show more content…
after the millennium. The makeup of this research focused on detecting shifts in the cultural notions of gender constructed in advertising messages. Specifically, their framework helped to identify a plethora of male and female stereotypes to gain insights into the representation of gender stereotypes. Similarly, the researchers examined the various types of female and male stereotypes depicted in Super Bowl commercials and how these stereotypes vary across product categories (Hatzithomas et al.,
Introduction
Previous studies suggest that Super Bowl advertisements are worth examination due to the fact that it is the most watched sports event in the United States. With the rising amount of advertisement commercials in Super Bowls over the years, it has become so much more than just about the game itself. Instead, it has since progressed into an appealing marketing channel for launching and promoting products to the largest media audience in the country. In this regard, 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 standards of racial and gender behaviors is imperative to understand the needed measures to make better advertising decisions for future Super Bowls. The purpose of this study was to also detect shifts in gender and racial stereotypes in the advertising messages.
Literature Review
Super Bowl Advertising
Current research indicates that US advertisers love the Super Bowl because it has reached an average television audience of over 120 million US viewers for the last 10 years (Tomkovick, Yelkur, & Christians, 2001). Additionally, there has been well over 400 Super Bowl ads aired …show more content…
after the millennium. The makeup of this research focused on detecting shifts in the cultural notions of gender constructed in advertising messages. Specifically, their framework helped to identify a plethora of male and female stereotypes to gain insights into the representation of gender stereotypes. Similarly, the researchers examined the various types of female and male stereotypes depicted in Super Bowl commercials and how these stereotypes vary across product categories (Hatzithomas et al.,