Super Bowl 2012: Intro Advertising

Today we begin to tackle Super Bowl commercials from 2012.   Our goal: to give you some articles and videos to begin a unit on teaching advertising. Hopefully by now your heartburn and disdain for Mr. Quiggly has worn off.

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To begin, consider having students read The New York Times article, “Before the Toss, Super Bowl Ads.” This year, most Super Bowl advertisers have released ads early or offered up 30-second teasers.  As a result, Super Bowl ads have been viewed, liked, tweeted and reblogged millions of times.  This shift in marketing should be one of the primary focuses of their annotation as they read the article.  You’ll also want them to examine the accompanying infographic.

Consider using the following questions for classroom discussion or written response:

  1. Discuss the pros and cons of releasing a full length commercial before the Super Bowl.
  2. What type of argument do companies make about their products by creating a “teaser” or “trailer?”
  3. Examine the infographic.  Consider the number of ads presented by individual companies as well as the quarters in which the commercials air.  Construct two implicit arguments based on the information.  (THINK: what impact does timing have on an advertisement and/or brand?)

NPR also has an excellent story about the “Three Hidden Themes of This Year’s Super Bowl’s Ads” that you might consider having your students examine too.  Be forewarned.  The third theme is “sex” and specific reference is made to a drinking game based on the types of commercials that appear during the game.  If you choose to give your students only a section, stick to number one and two on the list.

Consider using the following questions for student response. 

  1. Why might “nostalgia” be one of the best ways to market towards any audience?  Identify what types of objects, characters, music, etc. would trigger your own nostalgia and make you more likely to buy a product.  See if you can do the same for types of “nostalgia” might “trigger” your parents.
  2. The story argues that human attention is “arrested” when animals appear on screen.   Why do animal ads sell?  Remember not all advertising includes “cute” kittens/puppies.
  3. What is it about ads with sex appeal that sells an item?  Do commercials that appeal to sex draw audience focus away from the actual product?

Finally, consider using the video below from sharethrough.  Their tagline is “every day should be the Super Bowl.”  Have students watch the video looking specifically to identify implicit arguments.

  1. What is implied by the use of the phrase “a battle of advertisement?”
  2. Define “content” according to the video.  Explain the difference between “contents” impact on the viewer versus “ads.”
  3. What is implied about consumers’ power in regards to advertising?  What role does technology play?
  4. The video ends by saying that this type of shift will make good advertising a “lasting part of our culture.”  Explain what the cultural role of advertising should be.

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