The Prevalence and Influence of the Combination of Humor and Violence in Super Bowl Commercials

Blackford, Benjamin; Gentry, James W.; Harrison, Robert L.; Carlson, Les

doi:10.2753/joa0091-3367400408

Cited by 45 publications

(14 citation statements)

References 31 publications

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“…When they are presented in a humorous context, violence depictions may be more acceptable and likable (Blackford et al 2011), so the relation between visualization of comedic violent ads and behavior turns into a subject for investigation. According to Potter, "desensitization is enhanced when people believe that action viewed is fantasy and when they believe that everything will work out all right in the end" (1999: 117).…”

Section: Humor and Violence In Advertisingmentioning

confidence: 99%

Violence Dressed in Humor: Comedic Violence in Advertising

Gradinaru¹

2015

JMC

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This paper investigates the concepts of humor and violence and their complex relationships contextualized in the advertising domain. Thus, the main theories of humor and the most important elements from media violence paradigms are critically pointed out. The effects of comedic violence in advertising may be positive (great involvement with the ad message, retention of brand information, higher pass-along probability), and also negative (offending the audience, desensitization, damaging the reputation and the brand equity). A lot of factors change the perception of comedic violent ads (such as gender or social norm beliefs), so that a multidimensional analysis of consumer perceptions is needed if we want to draw a more accurate picture of this phenomenon. The analysis of the specific ad that I developed in the second part of this paper showed clearly the interplay between perceived humor and perceived violence and also the relevance of the cultural background in its interpretation.

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Section: Humor and Violence In Advertisingmentioning

confidence: 99%

Violence Dressed in Humor: Comedic Violence in Advertising

Gradinaru¹

2015

JMC

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“…Similarly, for the topic of violence in advertising-a concern among scholars and critics (Blackford et al, 2011;Gulas, McKeage, & Weinberger, 2010;Scharrer, 2004;Scharrer et al, 2006) and raised and discussed in the MLE program-we saw a general, unambiguous critique of violence and a direct but rather vague and undetailed call for its end in participating students' storyboards. Ranieri and Fabbro (2016) have shown in their multi-national sample that resonance between media education critiques of media and young people's own lived experiences tends to be potent.…”

Section: Discussionmentioning

confidence: 97%

Producing PSAs on consumer culture: youth reception of advertising

Olson

Lanthorn

Onut

et al. 2018

Critical Studies in Media Communication

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This study is a qualitative analysis of Public Service Announcement (PSA) storyboards produced by 177 fourth and sixth grade students as part of a Media Literacy Education program on advertising and commercial culture. The program curriculum addressed the ubiquity and hidden nature of ads, as well as gender portrayals, violence, and nutritional messages in advertising content. Textual analysis revealed differing patterns in student reception of the varied lesson topics. Students called for specific behavioral changes in PSAs for the topics of nutrition and gender, although most were limited to non-media related behaviors such as improving eating habits and encouraging fluidity across roles more traditionally associated with masculinity or with femininity. Analysis also suggested responsibility for the problems students identified with advertising were largely based on individual, consumerist perspectives rather than on collective or social, citizen-based terms. Fourth graders' storyboards especially indicated an apparent mimicry of mainstream commercial productions and practices. The analysis further explores these fourth and sixth graders' underlying orientations toward the U.S. commercial media system as well as the potential strengths and limitations of a production component in MLE programs to promote outcomes associated with critical media literacy.

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“…One is based on the content of its ads and the audience reaction to them and the other is based on the advertiser's share prices. Some researchers (Blackford et al, 2011) provide insight into the likeability, influence of the content on the audience, brand memory and recognition. Other and Tomkovick et al (2011), have concluded that Super Bowl ads impact the share prices of the firm.…”

Section: The Super Bowlmentioning

confidence: 99%

“…The question of Super Bowl effectiveness arises from the aforementioned simple fact that the Super Bowl is the single most viewed television event each year and it presents the most expensive platform for advertising. 3 Marketing researchers have long studied the effectiveness of Super Bowl's ad content using psychometric measures in terms of its remembrance and persuasion (Blackford et al, 2011). The difficulty in measuring market responses to advertising has been summarized quite wittily as: "about half the money spent on advertising is wasted, but the trouble is that advertisers don't know which half" (Evans, 2009).…”

Section: Hypothesis Developmentmentioning

confidence: 99%

Intangible Resource Values and Tobin’s Q: Evidence from the Super Bowl

Inamanamelluri¹,

Hutchinson²,

Bernacchi³

2019

JAF

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This paper investigates the issue of intangible resource valuation, specifically quantifying brand equity, through the use of Tobin's "q ratio". We performed a pair-wise comparison of the q ratios for Super Bowl advertisers versus non-advertisers from 1989 to 2016 (total of 178 firms), controlling for the Standard Industrial Classification code and relative size of the firm. The findings suggest lower q ratios, i.e. lower brand equity, for those firms who chose to participate. A more detailed analysis by SIC code, along with the explanatory power of marketing theory, however, may reveal a more nuanced story to this paradox.

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The Prevalence and Influence of the Combination of Humor and Violence in Super Bowl Commercials

Cited by 45 publications

References 31 publications

Violence Dressed in Humor: Comedic Violence in Advertising

Violence Dressed in Humor: Comedic Violence in Advertising

Producing PSAs on consumer culture: youth reception of advertising

Intangible Resource Values and Tobin’s Q: Evidence from the Super Bowl

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