Every year, millions of viewers from around the world tune in to watch one of the most exhilarating events in sports unfold--the Super Bowl. The one-game, winner-take-all contest for supremacy in the National Football League has grown into more than just a football game opposing the best teams of the NFL. It has become the premier event for new television advertising. With half of the ten, all-time most watched television events having been Super Bowls; networks are able to sell precious seconds of airtime to large companies for millions of dollars. As we move into the 21st century, publicity for the game’s commercials has come to rival that of the game itself.
Since it’s beginning, the Super Bowl has drawn top sponsor dollars and high television ratings. But there are two key events that are linked to the phenomenal rise seen in Super Bowl advertising to what it is today. In 1969, Joe Namath led his New York into Super Bowl III, where they knocked off the Baltimore Colts in one of the most shocking Super Bowl upsets of all time, giving the American Football Conference credibility and causing Super Bowl ad rates to skyrocket. Fifteen years later, in what is widely accepted as the most famous Super Bowl spot of all time, the Apple Computer was introduced, making it a household name and setting a new standard for Super Bowl advertising (Lohse 14).
The incredible climb of Super Bowl advertising is most clearly shown by the current prices for airtime. In last year’s Super Bowl matchup between the New York Giants and Baltimore Ravens, companies paid CBS close to 2.4 million dollars for a thirty second slot. That amounts to over 75,000 dollars per second. CBS also heavily promoted and aired the show: “The Super Bowl’s Greatest Commercials,” the night before the big game. “The Super Bowl has become a phenomenon in and of itself for commercials. It provides a breeding ground for advertiser competition and creativity” (Simmons 18). It is the true test of successful advertising.
Prestige, worldwide attention, and the desire to increase sales are some of the most obvious reasons companies want to have their ad shown during the Super Bowl. But there is another advantage that can come out of having your name or product aired during the big game. Free publicity. The social factor of public fascination with Super Bowl advertisements can crea...
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...ers and viewers as possible. By bringing a more diversified market that not only follows football, but also ads, they have accomplished exactly that (Lefton).
Works Cited
Posman, Adam. (1-24-01). Bully for the Super Bowl? INT Media. {On-Line}, xx. Available: http:// www.clickz.com/media/agency_stat/article.php/835871
Lohse, Deborah. (1-22-01). The Real Super Bowl Competition Is Among Ads. Mercury News. P.14.
Blakehorne, Dana. (1-17-2001). Advertising During The Super Bowl: A Mixed Bag. E-Business Report. {On-Line}, Available: http://www.clickz.com/ebiz/ebiz_report/article/ pnp/835901.
Bentman, Hillary. (1-26-2001). Dot-coms benched for Super Bowl kick-off. The Daily Free Press (Boston U.) p.7.
Geddes, Darryl. (1-22-01) Corporate game plans for Super Bowl Ads. Cornell University Newsletter. P.3
Goldberg, Marvin. (1-5-01). Advertising during the Super Bowl can be prime-time blunder. Penn State University College of Business Administration, vol.11, p.15-16.
Lefton, Terry. (2-10-99). It Ads Up. Sport, vol.90,i2, p.26-27.
Simmons, Mark. (2-7-2000). Super Bowl: Sports vs. Advertising. Ask Men, vol.8,i10, p.18-20.
Ryan
The Super Bowl is a game that multiple people look forward to and get together in numbers to enjoy. Male and female teenagers and adults are the average viewers of the Super Bowl. This is also the main audience that is the most interested in vehicles, teenagers that have just gotten their license and will be trying to persuade their parents for a vehicle. Cars are a big part of everyone’s everyday life, the interest of getting a new car will attract people throughout time. Using Kairos the commercial is shown to try to interest the audience to buy their product. Knowing
Web. The Web. The Web. 27 Feb. 2014. “Hall Of Shame.” Scholastic News – Edition 4 75.17 (2013): 2.
The Grapes of Wrath displays one of America’s greatest stumbles during the establishment of our country. The story follows a family hit with the struggles of the Dust Bowl and the Great Depression. Drought, economic hardship, agricultural changes, and bank foreclosures rip the Joads from the quaint town of Sallisaw, Oklahoma, forcing them to take the dreadful journey across the country. Nevertheless, the Joads drag their feet along the trodden path, dragged on by an unassured perseverance. The Joads were driven by a burning fire of desperation, grounded by the hope promised by orange handbills laden with the deceitful lies of the rapacious. For the hopeless seek hope, an elusive destiny sated by lying promises. Steinbeck’s unique style of writing inculcates an abortive hope in the minds of the readers, instilling a lust for the untouched and unloved land which in turn reveals the impossibility of the “American Dream”; through complex symbols and innovative themes, Steinbeck also educates the ignorant, blinded by the vague history books that blot out the full intensity of the calamities and suffering endured by hopeful Okies on their treacherous journey into the unknown.
Wyatt, David ed. New Essays on The Grapes of Wrath. Cambridge: Cambridge University Press, 1990.
“Everybody wants a little piece of lan'. I read plenty of books out here. Nobody never gets to heaven, and nobody gets no land. It's just in their head. They're all the time talkin' about it, but its jus' in their head.” (Steinbeck) The Grapes of Wrath is most often categorized as an American Realist novel. It was written by John Steinbeck and published in 1939. As a result of this novel, Steinbeck won the Pulitzer Prize, the National Book Award, and prominently cited the novel when he won the Nobel Prize a little over twenty years after the text’s publication. This text follows the Joad family through the Great Depression. It begins in Oklahoma, watching as the family is driven from their home by drought and economic changes. Within the introduction of the novel the living conditions is described, “Every moving thing lifted the dust into the air: The walking man lifted a thin layer as high as his waist, and a wagon lifted the dust as high as the fence tops and an automobile boiled a cloud behind it.” (Grapes, 1) This novel is and will remain one of the most significant novels of the Great Depression. Despite its controversial nature it is timeless. In fact, the ending of this text is one of the most controversial pieces of literature written during the time period, and has never accurately made its way into film. The ending to John Steinbeck’s novel The Grapes of Wrath is the most significant portion of the novel due to its historical accuracy as well as its message about the American spirit.
The Grapes of Wrath was a book written by John Steinbeck and portrayed life during the Great Depression and the Dust Bowl. It followed a family of Oklahoma tenant farmers as they traveled westward to California while undergoing dark and gruesome circumstances. One theme in this story is altruism and another is the greed of the banks. Though these two themes heavily contrast, the migrants in this story understood in order to survive they would need to help each other out. Steinbeck really puts these two themes against each other, but he also shows how altruism can keep you going in a time of need.
Advertising (marketing) in America is long past its zenith. There may have been a time when people actually paid attention to all of the flash, the glitz, and the hype, but most consumers (especially those in Generation X) are savvy and somewhat skeptical. The public is less impressed and views these types of marketing attempts as desperate, and even pathetic. Marlboro Friday (977) may stand out as a monumental day in the minds of advertisers, but there is another moment that stands out in the minds of consumers; the night a woman disrobed during half-time show at the Super Bowl. It was as if time stood still as a nation witnessed advertising shorn of its pretense. This one event exposed the true state of marketing in America. It seems every attempt to hoodwink and capture the attention of the population has already been tried; there is nowhere new to go. Stooping to nudity to try and capture the attention of the public confirms what the consumer already knows; it doesn’t matter how firms try and “clothe” their products; underneath they are all the same.
When the U.S prepares for the Super Bowl, Americans become excited for two things, football and commercials. This February, the NFL had its 48th annual Super Bowl in conjunction with the highly anticipated commercials. There was one commercial released by a world famous soda producer, Coca Cola, which has created much controversy. Coca Cola took a unique take on the classic “America the Beautiful” song that has caused quite an uproar regarding prejudice, discrimination, and ethnicity in America.
The National Football League (NFL) and NASCAR thrive on sponsors and vice versa. An NFL game is by far the most watched single game event in the country and gaining popularity exponentially worldwide. Their championship, the Super Bowl, is arguably the most watched television program in that particular year. In NASCAR, the Daytona 500 is their “Super Bowl” and is a very large event in its own right. Corporations all over the world jump on these mega advertising vehicles with the hope that their name is popularized which will result in profitability. In many cases, most of those who do buy airtime during NFL games, the Super Bowl, and during the major NASCAR races are very visible names and products that we already know about. Most of the time, these companies are trying to market new products or products that have been enhanced.
According to Robert Scholes, author of On Reading a Video Text, commercials aired on television hold a dynamic power over human beings on a subconscious level. He believes that through the use of specific tools, commercials can hold the minds of an audience captive, and can control their abilities to think rationally. Visual fascination, one of the tools Scholes believes captures the minds of viewers, can take a simple video, and through the use of editing and special effects, turn it into a powerful scene which one simply cannot take his or her eyes from. Narrativity is yet another way Scholes feels commercials can take control of the thoughts of a person sitting in front of the television. Through the use of specific words, sounds, accompanying statements and or music, a television commercial can hold a viewer’s mind within its grasp, just long enough to confuse someone into buying a product for the wrong reason. The most significant power over the population held by television commercials is that of cultural reinforcement, as Scholes calls it. By offering a human relation throughout itself, a commercial can link with the masses as though it’s speaking to the individual viewer on an equal level. A commercial In his essay, Scholes analyzes a Budweiser commercial in an effort to prove his statements about the aforementioned tools.
John Steinbeck wrote the The Grapes of Wrath in 1939 to rouse its readers against those who were responsible for keeping the American people in poverty. The Grapes of Wrath tells the story of the Joad family, migrant farmers from Oklahoma traveling to California in search of an illusion of prosperity. The novel's strong stance stirred up much controversy, as it was often called Communist propaganda, and banned from schools due to its vulgar language. However, Steinbeck's novel is considered to be his greatest work. It won the Pulitzer Prize, and later became an Academy Award winning movie in 1940. The novel and the movie are both considered to be wonderful masterpieces, epitomizing the art of filmmaking and novel-writing.
Steinbeck's The Grapes of Wrath is a realistic novel that mimics life and offers social commentary too. It offers many windows on real life in midwest America in the 1930s. But it also offers a powerful social commentary, directly in the intercalary chapters and indirectly in the places and people it portrays. Typical of very many, the Joads are driven off the land by far away banks and set out on a journey to California to find a better life. However the journey breaks up the family, their dreams are not realized and their fortunes disappear. What promised to be the land of milk and honey turns to sour grapes. The hopes and dreams of a generation turned to wrath. Steinbeck opens up this catastrophe for public scrutiny.
Over the past twenty years, many things have changed and evolved to impact our economy. From cell phones to music to media, we are all constantly affected. The most influential aspect, though, in my opinion, has been America’s biggest game, the Super Bowl. The Super Bowl by all means affects our economy in every way, shape, and form. Sport is one of the most complex social institutions in American society.
The Grapes of Wrath is a novel by John Steinbeck that exposes the desperate conditions under which the migratory farm families of America during the 1930's live under. The novel tells of one families migration west to California through the great economic depression of the 1930's. The Joad family had to abandon their home and their livelihoods. They had to uproot and set adrift because tractors were rapidly industrializing their farms. The bank took possession of their land because the owners could not pay off their loan. The novel shows how the Joad family deals with moving to California. How they survive the cruelty of the land owners that take advantage of them, their poverty and willingness to work.
Goodrum, Charles and Dalrymple, Helen, Advertising in America: The First 200 Years. (New York: Harry N. Abrams, Inc., Publishers, 1990). 37.