The Miller High Life One Second Ad

Super Bowl Sunday is an important day not only for the NFL, but also for advertisers. Considering that over one-hundred million viewers watch the annual championship game, it’s consequently one of the most highly sought events for advertisers. Giving companies the opportunity to immense exposure comes at a cost, however. Not only does creativity needs to be at its peak, but so do budgets. The cost to air an ad is about $5 million per thirty seconds, which doesn’t include the cost of production and any other required marketing activities. Although this Super Bowl LI has proven to be a lackluster year with advertisements, there were a few noteworthy commercials that exhibited a strong understanding of consumer behavior.

When it comes to the topic of commercials, most of us readily agree that commercials are irritating. Where this agreement usually ends, however, is on the purpose of the commercial. Whereas some are convinced that commercials are meaningless, others maintain that commercials tell a story. Effective commercials are repetitive and illustrate a story. Marketers use rhetoric marketing, the art of persuasive speaking and writing, when persuading an audience to buy a product. Rhetoric marketing is especially effective through the illustration of a story. It is effective because the marketer is able to relate to the consumer with a story or message. Advertisers also use the appeals of logic, credibility, and emotions to intrigue interest in a company. Coca-Cola’s advertisement, “Falling,” depicts the product as a confidence building companion suitable for young love through a series of logical and emotional appeals that visibly promotes the brand’s credibility.

Since the mid to late 1900’s, the advertising industry has taken off and found new ways to persuade consumers to purchase products. As is the case with most things nowadays, social media has been a monumental part in the above mentioned forward progression the advertising industry has faced. Therefore, given the modern day advances of technology, social media and advertisers have found it increasingly more easy to join forces along the journey of fusing consumers into one massive cache. However, regardless of new advances, analysts have made an abundance of shocking discoveries that besmirch advertisers and their work in recent decades. As Jack Solomon wrote in his article, “Masters of Desire: The Culture of American Advertising”, “if

Each year the SuperBowl commercials generate exceptionally high advertising revenues due to this event's ability to attract a very broad audience. Advertisers pay close attention to the demographics and psychographics of the viewers, looking for an opportunity to speak directly to their core demographic and psychographic segments with clear, compelling and emotionally stirring messages. The costs of producing and airing a SuperBowl commercial are so significant that many advertisers complete extensive tests of their concepts and multiple versions of their ads before choosing the best possible one for the expensive time slots purchased (Vranica, 2012).

Most of us have probably not seen the ESPN commercial featuring the 2013-14 Texas A&M Mascot Corporal, Parker Smith. These commercials first aired in August 2014, and have since become an entire series of very popular multimedia commercials for college athletics. however, what is it about these ads that make them so appealing? To answer this question, this paper will focus on the commercial for Texas A&M University: “The SEC Network 'Take It All In' -- Texas A&M Extended Cut.” Although this commercial does astonishingly little to actually depict the product it is advertising, its clever and inconspicuous use of modes of appeal persuaded a copious amount of people to purchase the SEC Network from their cable or satellite providers. At the

The most effective advertisement that I saw during the last-half hour would have to be the United HealthCare TV, “Our Song” commercial. The commercial includes a couple dancing to “(I’ve Had) The Time of My Life” and preformed the infamous lift scene from the movie “Dirty Dancing.” The ad includes the components of Logos and Pathos. The Pathos relates to the couple’s nostalgia and their “moment.” The Logos refers to the major fall the couple had and the possible need for the healthcare provider in case they sustained any injuries. Also, the humor displayed within the passage makes the experience more relatable and persuasive

In television commercials and magazine ads, Miller uses sex, and woman as a way to grab your attention and to sell the product. We all have heard the saying "sex sells" but how far can alcohol companies take it. In their latest commercials, Miller uses two very attractive female twins that argue about to positive aspects for why they drink Miller. One argues she drinks it for the great taste and the other because it 's less filling. This leads to a fight between these two very sexy twins ripping each others clothes off and wrestling around in a fountain of water; they strip each other down to just their underwear.

(alt title? Are your Super Bowl commercials effective? A study into consumer brand recall against the creative treatment of Super Bowl commercials) – 06_11_14

Many Americans gather and tune into their televisions to take part of an annual tradition that’s decides who takes home the football championship- the Superbowl. This television program annually commands the attention of the entire nation and captures an audience larger than any other television program throughout the year. The game has become more than just an annual sports event, but a well anticipated American tradition that initiates a sense of gathering. Advertisers are aware of the monumental impact that the Super bowl has over consumers. As the result, advertisers spend a respectable amount of time strategically planning in order to create content to capture the attention, and manipulate the audiences that they intend

The campaign utilizes controversial and comedic celebrities to draw the attention of the younger generation. This is an example bandwagon effect at work. These celebrities include people from shows like Keeping Up With the Kardashians and Jersey Shore, which intrigue the younger target market because they feel they can relate to these people. The target market of this campaign is women raging from ages of 18 to 34. This includes both women in the workforce and women attending college. The average consumer in this target market strives to be one step ahead of celebrity gossip and social media. The viewers feel excellent about providing a healthy alternative snack for their children while still providing the salty snack that most children crave. It has been concluded through studies conducted on a national

“The Budlight Party”, a Superbowl beer ad, depicts Budlight as a political party led by two celebrity spokespersons acting as presidential candidates. The ad features popular celebrities, along with American crowds vouching for the “Budlight Party”. Portrayed through a campaign and scenes of American cultural symbols, the ad uses celebrity endorsers with the source quality likeability and appeals to positive emotions and broad cultural values. By portraying the sources as charismatic leaders, linking beer with mirth, and tapping into shared values of Americans, the ad somewhat effectively persuades the target audience, urging both adults and elders to use the product to be a loyal citizen and have an amusing time.

The Super Bowl is a big deal for many Americans, with merely 103 million viewers this year alone. It has become tradition for friends and families to gather for this nationally televised football game. While watching the football game may be entertaining, many people are focused mainly on the commercials. Major advertisers spend almost 5 million dollars for 30 seconds of television time. With money, these commercials also take a lot of time and effort, and advertisers have to be sure that they represent America and its people well. Sometimes they show the negative sides of Americans in order to provide entertainment. These commercials imply that Americans are unhealthy, ignorant, and unmotivated.

My research supports the choice to market toward women and millenials. According to Nielsen (2017) conducted research about viewership demographics from NFL regular season nationally televised broadcasts games from 2013 through 2016, viewership among all markets is declining. The largest and most steady view base is white adult males ages 25 to 54 (Nielsen, 2017). These viewers are the oldest age group studied and are most likely life-long fans. As a result, the NFL’s previous years advertisements, which focused heavily on past game highlights, have been successful at reaching this market. However, the data displays that across Asian, Black, Hispanic, and White adults, full regular season viewership of women is about half men’s viewership in the same racial category (Nielsen, 2017). In addition, adults ages 18 through 34 accounted for only 17 percent of viewership during 2016 in three key age breaks: 18-34, 18-49, and 25-54 (Neilson, 2017). After reviewing these findings, I agree with the NFL’s shift to women and millennials as the target publics for its advertising

The article by John Burnett et al. depicts how the field of sports is one of the most highly visible and rapidly growing segments of the marketplace. Ultimately, the sports market is estimated to have a sales value of over $179 billion and an annual growth rate of 20%. The article discussed a study that was conducted to gain a better understanding of sports spectators and participants in terms of their socioeconomic characteristics, media habits, and attitudes. The results depicted revealed participants are younger, better educated, have a larger proportion of males, and more likely to have better jobs than spectators. In terms of media habits, high male and female participants were found to be heavy users of sports media.

Only recently being recognized as a discipline in itself, modern day professional public relations practices can trace its roots to the early 1900s where the first public relations firm, the Publicity Bureau, was founded in Boston. In 1923, Austrian-American public relations pioneer, Edward Bernays, identified three fundamental concepts of public relations. In 1984, American theorists, Grunig and Hunt, conceptualized the now-famous four models of public relations and the excellence theory that were generally adopted by public relation agencies across the globe. With so many significant milestones and theories of public relations established in the United States, it stands to reason that public relation practices would naturally adopt a western perspective.