A longitudinal analysis of the changing roles of gender in advertising: a content analysis of Super Bowl commercials

2018 ◽  
pp. 106-124
Author(s):  
Leonidas Hatzithomas ◽  
Christina Boutsouki ◽  
Paschalina Ziamou
Keyword(s):  
Content Analysis ◽  
Longitudinal Analysis ◽  
Super Bowl ◽  
Changing Roles

Typology of Music in Advertising

2019 ◽  
Author(s):  
Emmanuel Mogaji
Keyword(s):  
Content Analysis ◽  
Common Element ◽  
Super Bowl ◽  
Theoretical Contribution ◽  
Popular Songs ◽  
Crucial Feature ◽  
Current Practices

Music in advertisement is influential and can be emotionally appealing, and it has become a common element and a crucial feature. The choice of which type of music used is a conscious and creative decision that needs to be strategic. While previous studies on music in advertisements have focused on popular songs, this study attempts to extend this research with a focus on the originality of the music and the level of interaction. A content analysis of UK Christmas advertisement and US Super Bowl advertisements was carried. The study introduced a new typology of music in advertisements, making a theoretical contribution by extending previous works on music in advertising. It further offers insight for current practices of the use of music, creative strategies with regards to the selection and integration of music.

scholarly journals Emotionalization and Privatization of Political Communication on Facebook

2021 ◽  
Vol 11 (22) ◽  
pp. 3-23
Author(s):  
Milica Vučković ◽  
Tanja Oblak Črnič
Keyword(s):  
Social Media ◽  
Content Analysis ◽  
Quantitative Analysis ◽  
Political Communication ◽  
Longitudinal Analysis ◽  
Private Life ◽  
Personal Life ◽  
Political Issues ◽  
Emotional Appeals ◽  
Political Figure

Social media are usually accused of being one of the major forces for personalization of ‏political communication and consequently for depolitization of recent politics. However, personalization ‏seems to stimulate certain users to pay more attention to political issues and to act more responsively to ‏such highly personalized political profiles. This article presents the results of a longitudinal analysis of ‏online presence of Barack Obama to assess his political communication through Facebook. It also answers ‏if presence of emotional appeals and private life cues in the posts have any effect on users’ responses in‏ terms of numbers of their likes, comments and shares. Based on a quantitative analysis of 2804 Facebook ‏posts, published in the period from 2008 to 2016, the results of content analysis revealed that Obama ‏used his Facebook fan page almost exclusively to communicate about political issues instead of his ‏personal life. The analysis also confirmed that a smaller number of posts, which contained emotional ‏appeals or cues from private life had significantly higher numbers of users’ responses than posts that ‏were not emotionalized or privatized. While personalization of Obama’s political figure is part of a wider‏ debate, this study confirms that the presence of private cues and emotional appeals stimulates greater‏ responsiveness from Facebook users.

Mega-Special-Event Promotions and Intent to Purchase: A Longitudinal Analysis of the Super Bowl

2008 ◽  
Vol 22 (4) ◽  
pp. 392-409 ◽  
Author(s):  
Norm O’Reilly ◽  
Mark Lyberger ◽  
Larry McCarthy ◽  
Benoît Séguin ◽  
John Nadeau
Keyword(s):  
Longitudinal Analysis ◽  
Television Programs ◽  
Super Bowl ◽  
Special Event ◽  
Intent To Purchase ◽  
Special Events ◽  
Consumer Markets ◽  
The World ◽  
Sponsorship Effectiveness ◽  
Television Audience

Mega-special-event properties (sponsees) have the ability to attain significant resources through sponsorship by offering exclusive promotional opportunities that target sizeable consumer markets and attract sponsors. The Super Bowl, one of the most watched television programs in the world, was selected as the mega-special-event for this study as it provides a rare environment where a portion of the television audience tunes in specifically for the purpose of watching new and entertaining commercials. A longitudinal analysis of consumer opinion related to the 1998, 2000, 2002, 2004, and 2006 Super Bowls provides empirical evidence that questions the ability of Super Bowl sponsorship to influence the sales of sponsor offerings. Results pertaining to consumers’ intent to purchase sponsors’ products—one of the most sought after metrics in relating sponsorship effectiveness to sales—demonstrate that levels of intent-to-purchase inspired by sponsorship of the Super Bowl is relatively low and, most importantly, that increases are not being achieved over time. These findings have implications for both mega-sponsees and their sponsors as well as media enterprise diffusing mega-special-events.

Popular music in Super Bowl commercials 2005-2014

2016 ◽  
Vol 17 (4) ◽  
pp. 333-348 ◽  
Author(s):  
David Allan ◽  
Stephanie A. Tryce
Keyword(s):  
Content Analysis ◽  
Popular Music ◽  
Design Methodology ◽  
Product Category ◽  
Future Research ◽  
Advertising Research ◽  
Super Bowl ◽  
Content Type ◽  
Growing Body ◽  
Song Lyrics

Purpose The purpose of this paper is to quantify and qualify the commercials in the Super Bowl. Design/methodology/approach This study is a content analysis of the placement of popular music in Super Bowl advertisements over a ten-year period (2005-2014). Findings More than a quarter of the commercials analyzed contained popular music. Although the use of popular music in commercials vacillated from year to year, popular music was most often observed in the product category of beverages; the music treatment most often used was original vocals; and song lyrics were most often relevant to the narrative of the commercial, rather than the brand. Originality/value This study extends the growing body of Super Bowl advertising research to popular music in commercials and provides a benchmark for all future research in this area.

scholarly journals Elections, Wars and Protests? A Longitudinal Look at Foreign News on Canadian Television

2011 ◽  
Vol 36 (3) ◽  
Author(s):  
Abby Goodrum ◽  
Elizabeth Godo
Keyword(s):  
Content Analysis ◽  
Geographic Distribution ◽  
Longitudinal Analysis ◽  
Communication Technologies ◽  
Broadcast News ◽  
News Production ◽  
Production Processes ◽  
Canadian Data ◽  
Foreign News ◽  
Analyse De Contenu

ABSTRACT  This study reports on the Canadian data from a recent international content analysis of broadcast news in 18 countries. With a mind to Robert A. Hackett’s longitudinal analysis of foreign news on CBC and CTV in 1989, the current study addresses questions of foreign news prominence, geographic distribution, topic coverage, and variation between networks, noting differences and similarities in the content of foreign news in light of shifting cultural, political, and economic environments; news production processes; and communication technologies. This analysis provides an update to Hackett’s seminal work, painting a picture of the Canadian foreign news landscape two decades later.RÉSUMÉ  Cette étude porte sur les données canadiennes provenant d’une analyse de contenu de nouvelles télévisées dans dix-huit pays. En s’inspirant de l’analyse longitudinale effectuée par Robert A. Hackett des informations étrangères de CBC et CTV en 1989, l’étude actuelle porte sur la place accordée de nos jours aux informations étrangères, leurs provenances géographiques, les sujets abordés et les variations entre les chaînes de diffusion, observant les différences et ressemblances du contenu des informations étrangères dans un contexte de changements culturels, politiques et économiques; elle porte aussi sur les processus de production de l’information et les technologies de la communication. Cette analyse offre une mise à jour de l’oeuvre importante de Hackett, donnant deux décennies plus tard une nouvelle image des informations étrangères au Canada.

The Changing Norms of Gendered News Coverage: Hillary Clinton in the New York Times, 1969–2016

2018 ◽  
Vol 15 (03) ◽  
pp. 599-621 ◽  
Author(s):  
Diana Zulli
Keyword(s):  
New York ◽  
Content Analysis ◽  
Longitudinal Analysis ◽  
Media Coverage ◽  
News Coverage ◽  
New York Times ◽  
Double Bind ◽  
Hillary Clinton ◽  
Female Politicians ◽  
Gender Traits

Research on female politicians suggests that women face a double bind. Female politicians must embrace their femininity but not be too feminine, and they must demonstrate masculinity without deviating from gender norms. Hillary Clinton has often struggled with this balance, which has resulted in conflicting and inconsistent portrayals of her in the news. To examine the extent of this coverage, this study provides a longitudinal analysis of Clinton's personal and professional media coverage in the New York Times. A content analysis of news coverage of Clinton from 1969 to 2016 shows that she has largely not been bound to gender labels, gender traits, or mentions of physical appearance. In addition, Clinton was not overly discussed as a novelty or norm challenger. These findings contradict previous literature, demonstrating a potential trend away from using gender as a descriptor for or limitation to female politicians.

The Effect of Content on Perceived Affect of Super Bowl Commercials

2004 ◽  
Vol 18 (4) ◽  
pp. 398-420 ◽  
Author(s):  
Scott W. Kelley ◽  
L. W. Turley
Keyword(s):  
Content Analysis ◽  
Super Bowl ◽  
Emotional Appeals ◽  
Variable Content ◽  
Message Format ◽  
Usa Today ◽  
Advertising Content

The Super Bowl television broadcast is the premier sports viewing spectacle each year. Although large sums of advertising dollars are spent on the production and placement of Super Bowl advertisements, little is known about the content of these advertisements and the level of affect associated with various aspects of the content of Super Bowl advertisements. This study explores the content of commercials shown during the 1996-2002 Super Bowls and uses USA Today Ad Meter scores as a dependent variable. Content analysis is used to analyze the data along with follow-up analyses investigating the relationships among advertising content and affect toward the advertisement. The findings suggest that higher levels of affect are associated with advertising goods rather than services in Super Bowl advertisements, and strategies include the following: using emotional appeals, avoiding straight announcements as a message format, including animals, and not making quality claims.

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