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Last chance to turn in research papers!2 more Greek and Latin RootsReview SOAPSTone homework assignmentThe Superbowl and Advertising. Homework: Answer four of the nine questions regarding ads featured in Sunday’s game.
Each slide will contain:RootDefinitionDerivatives (examples of words that come from the root)Copy all of the information downWrite down two additional derivativesWrite two sentences that use two of the derivatives. Sentences should demonstrate an understanding of the word.
Add a picture to help you better understand or remember each root
Uncoordinated (not coordinated)
Untie (not tied)Unbelievable (not able to be believed)Un-
Subcommittee (smaller group under supervision of a larger group)
Subscribe (agree—sign on the bottom line)Subtitle (dialogue under the main screen)Sub-
Definition: under Slide5
SOAPSToneRead and reflect on the following:SpeakerOccasionAudiencePurposeSubject Tone
L AdvertisingUnderstanding the HypeSlide7
Advertising Super Stardom:
It’s a national barometer of what’s hip. According to results from The Nielsen Company, the broadcast of Super Bowl 48 on FOX had an average audience of 111.5 million viewers
, which surpassed the previous year’s Super Bowl, and became the most watched television program of all time.
this year will sell at an average price of
$4.5 million per thirty-second ad
, by far the highest rate for Super Bowl advertising in the event's history,
up about $400,000 from last year
$-BIG INVESTMENTS BRING BIG REWARDS-$
Not only are Super Bowl ads expensive to purchase, they are often pricey to produce. Audi told USA Today it paid anywhere from $500,000-$1.5 million just for the right to use “The Godfather” imagery in their 2008 ads.
shoots more than twice as many commercials as it uses, and then
spends money to test them
in focus groups around the U.S.
who appear in Super Bowl ads, such as Justin Timberlake and Carmen Electra, demand a premium fee.
Arnold Schwarzenegger $1,000,000.00
to appear in its ads last year.
Expanding its Scope
For this year's game, NBC is allowing viewers to watch the game on more than just their television. The network announced on Tuesday that it will allow viewers to watch its Super Bowl coverage online for free. The network also announced that its digital unit will launch a Tumblr that will act as a one-stop shop for the highly priced commercials shown during this year's Super Bowl XLIX.
page will showcase the big game's TV advertisements immediately after they air during NBC's broadcast of the game on February 1.
A single Super Bowl commercial can change the way a society snacks. Consider: The first “Diva” ad for a candy bar featuring Betty White. http://youtu.be/18ya0-OZ58s
It can change what makes us laugh. Consider: Doritos Snack Attack Samurai http://youtu.be/EbvrcaxCc9Y
It can change what consumer’s buy.“The 1984 Guy” Steve Hayden wrote the wildly popular “1984” ad for Macintosh is credited with transforming the Super Bowl from a football game into a showcase for Madison Avenue’s best work. http://youtu.be/2zfqw8nhUwA
It’s Really All Academic…
At Northwestern University The Kellogg School Super Bowl Advertising Review ranks ads using a set of criteria developed by Kellogg professors, known as AD-PLAN: 13Slide14
The professors challenge their students to think about these questions in regards to the advertising:
What are the 2015 advertising trends for the Super Bowl and what changes can viewers expect? What qualities are essential in producing an effective Super Bowl ad?How has
digital and social media
become integrated in marketers’ Super Bowl advertising strategies?
should marketers leverage buzz to increase
?( Return On Investment
does Super Bowl advertising reflect the
the American economy
In 2014, Microsoft earned top marks for its “Empowering” ad, winning the 10th Annual Kellogg School Super Bowl Advertising Review. Other 2014 top-ranked advertisers include Cheerios, Heinz, Volkswagen, Butterfinger and Budweiser, while CarMax, SUBWAY and Audi ranked at the bottom. https://
At the University of South Carolina, Bonnie Drewniany, an Associate Professor of Journalism teaches an Honors College course on Super Bowl Advertising. For the past nine years her students have gathered during the big game to discuss the merits of each ad and vote on the winning commercial.
judge each ad based upon Persuasion, Brand Identity and Likability.
a different move than Northwestern,
Ad “Gracie” as their winner.
has studied Super Bowl advertising for nearly 20 years and has taught the nation’s only course on the subject for nine years.
What other businesses benefit from
the Super bowl?18Slide19
Cost of Super Bowl rings
: League pays for up to 150 rings at $5,000 per ring (plus adjustments for increases in gold and diamonds). The League also pays for 150 pieces of jewelry for the losing team, which may not cost more than one-half the price set for the Super Bowl ring. Most Food Consumed The championship game is the top home-party event of the year and the second-biggest day for food consumption – topped only by the 4th of July.
Techniques:Loaded LanguageSometimes called buzzwords, these are expressions that produce an instant, unthinking reaction in an audience. An
American audience will probably
to such works and phrases as
free enterprise, family values, justice, equality and peace.
will probably react
negatively to communism, bureaucracy, politician and inflation.
advertising companies use words to help you associate their product with the words every time you here
BandwagonPropagandists often urge people to jump on the bandwagon – to join in a movement or crusade simply because everyone else is doing it. People who want to feel part of a winning team are very vulnerable to this appeal.
, those who do not join are made to feel insulted or threatened.
advertising a company will tell you to use their
product because everybody does
StereotypingStereotyping takes advantage of people’s tendency to lump all members of a particular group together in their minds without making distinctions between them as individuals. Propaganda uses stereotypes to appeal listeners’ biases against the group.
you heard stereotyping like the following at your school?
cheerleaders are airheads.
players are subhuman.
Propaganda Techniques: Emotional Appeals
Emotional appeals are used to arouse emotion, however, some may distort the truth or provoke irrational desires and fears. Good listeners respond to an emotional appeal, but demand support for any conclusion presented.
advertising the most memorable are the “Mean Joe Green” Coke commercial and the “Budweiser Horses kneeling at Ground Zero post 9/11.”
After the game… (Answer four for Monday)
1. What ad(s) did you find most entertaining, and why? (students should be specific and give details here) 2. What ad(s) did you find the most dull, and why? 3. Which ad(s) did you think were most effective, and why? 4. Which ad(s) were you most willing to share (email, blog about) with a friend?
. Which ad(s) featured well-known personalities? Why?
. Which “techniques of persuasion” were used in each ad?
. Calculate the total cost to the TV network if each ad costs an estimated $3 million.
. How do Super Bowl advertisers get mileage for their message after the game is over?
. How many ads did you spot inside the stadium?
Last chance to turn in research papers 2 more Greek and Latin Roots Review SOAPSTone homework assignment The Superbowl and Advertising Homework Answer four of the nine questions regarding ads featured in Sundays game ID: 146448 Download Presentation