{"id":140,"date":"2014-01-28T16:17:28","date_gmt":"2014-01-28T16:17:28","guid":{"rendered":"http:\/\/thesocietypages.org\/trot\/?p=140"},"modified":"2015-10-13T19:10:30","modified_gmt":"2015-10-13T19:10:30","slug":"marketing-men-at-the-superbowl","status":"publish","type":"post","link":"https:\/\/thesocietypages.org\/trot\/2014\/01\/28\/marketing-men-at-the-superbowl\/","title":{"rendered":"Marketing Men at the Superbowl"},"content":{"rendered":"<p>Well everyone, it looks like it\u2019s that time of the year again! That time when men and women across the nation gather together in bars and living rooms to share in the great American pastime of&#8230;watching commercials? Of course, there\u2019s that pro football game, too. But diehard fans know that the game breaks are where the real action is at. Corporations, it appears, also agree with this sentiment. Why else would they dole out around <a href=\"http:\/\/adage.com\/article\/special-report-super-bowl\/super-bowl-ad-chart-buying-super-bowl-2014\/244024\/\">$4 million dollars for 30 seconds worth of ad time<\/a> between plays? Given the Super Bowl\u2019s chart-topping viewer ratings and its exorbitant costs for ad time, advertisers are willing to do all it takes to make their commercials leave a lasting impression. Yet, doing so is easier said than done. What kind of tactics have corporations used in the past?<\/p>\n<h5>Researchers argue that marketers are well aware of the male-centric bias of professional sports viewership and tend to focus products and ads that they think will appeal to them:<\/h5>\n<ul>\n<li><a href=\"http:\/\/cfa.lmu.edu\/programs\/communicationstudies\/faculty\/tenurelinefaculty\/lawrencewenner\/\">Lawrence A. Wenner<\/a> and <a href=\"http:\/\/physed.otago.ac.nz\/staff\/sjackson.html\">Steven Jackson<\/a>. 2009. \u201cSport, Beer, and Gender in Promotional Culture: On the Dynamics of a Holy Trinity.\u201d In<a href=\"http:\/\/www.amazon.com\/Sport-Beer-Gender-Promotional-Contemporary\/dp\/1433100762\"><em> Sport, Beer, and Gender in Promotional Culture and Contemporary Social Life<\/em><\/a>, 1\u201334. New York: Peter Lang.<\/li>\n<\/ul>\n<h5>As times and demographics change, however, so do the ads. For instance, Super Bowl ads in the early-to-mid 2000s relied on the trope of men as \u201chappy losers\u201d as a way of attracting a wider audience:<\/h5>\n<ul>\n<li><a href=\"http:\/\/dornsife.usc.edu\/cf\/faculty-and-staff\/faculty.cfm?pid=1003528\">Michael A. Messner<\/a> and <a href=\"http:\/\/www.uccs.edu\/~soc\/faculty-profiles\/jeffrey-montez-de-oca.html\">Jeffrey Montez de Oca<\/a>. 2005. <a href=\"http:\/\/www.jstor.org\/discover\/10.1086\/427523?uid=3739736&amp;uid=2&amp;uid=4&amp;uid=3739256&amp;sid=21103311134561\">\u201cThe Male Consumer as Loser: Beer and Liquor Ads in Mega Sports Media Events.\u201d<\/a> <em>Signs<\/em> 30(3): 1879\u20131909.<\/li>\n<\/ul>\n<h5>In more recent years, though, researchers have noticed a backlash of sorts to the \u201chappy loser\u201d motif, with an increase in Super Bowl ads touting a supposed \u201ccrisis of masculinity\u201d:<\/h5>\n<ul>\n<li><a href=\"http:\/\/www.soc.umn.edu\/people\/gradprofile.php?UID=green894\">Kyle Green<\/a> and <a href=\"http:\/\/www.soc.umn.edu\/people\/gradprofile.php?UID=vanoo009\">Madison Van Oort<\/a>. 2013. <a href=\"http:\/\/www.jstor.org\/discover\/10.1086\/668618?uid=3739736&amp;uid=2&amp;uid=4&amp;uid=3739256&amp;sid=21103311134561\">&#8220;\u201cWe Wear No Pants\u201d: Selling the Crisis of Masculinity in the 2010 Super Bowl Commercials.&#8221; <\/a><em>Signs<\/em> 38(3): 695-719.<\/li>\n<\/ul>\n<h5>Which theme will prevail this year? Watch and find out!<\/h5>\n<p>&nbsp;<\/p>\n<p><script src=\"\/\/pagead2.googlesyndication.com\/pagead\/js\/adsbygoogle.js\" async=\"\"><\/script><!-- TSP testing --> <ins class=\"adsbygoogle\" style=\"display: inline-block; width: 234px; height: 60px;\" data-ad-client=\"ca-pub-4670099812817063\" data-ad-slot=\"1069646635\"><\/ins><script>\/\/ <![CDATA[\n(adsbygoogle = window.adsbygoogle || []).push({});\n\/\/ ]]><\/script><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-medium wp-image-2638\" src=\"https:\/\/thesocietypages.org\/editors\/files\/2014\/03\/Picture-2-330x38.png\" alt=\"Picture 2\" width=\"330\" height=\"38\" \/><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Well everyone, it looks like it\u2019s that time of the year again! That time when men and women across the nation gather together in bars and living rooms to share in the great American pastime of&#8230;watching commercials? Of course, there\u2019s that pro football game, too. But diehard fans know that the game breaks are where [&hellip;]<\/p>\n","protected":false},"author":1951,"featured_media":509,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[15,55],"tags":[750,38545,50],"class_list":["post-140","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-culture","category-gender","tag-advertising","tag-gender","tag-sport"],"jetpack_featured_media_url":"https:\/\/thesocietypages.org\/trot\/files\/2014\/01\/8426109718_6a21b15cb4_m.jpg","_links":{"self":[{"href":"https:\/\/thesocietypages.org\/trot\/wp-json\/wp\/v2\/posts\/140","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/thesocietypages.org\/trot\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/thesocietypages.org\/trot\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/thesocietypages.org\/trot\/wp-json\/wp\/v2\/users\/1951"}],"replies":[{"embeddable":true,"href":"https:\/\/thesocietypages.org\/trot\/wp-json\/wp\/v2\/comments?post=140"}],"version-history":[{"count":4,"href":"https:\/\/thesocietypages.org\/trot\/wp-json\/wp\/v2\/posts\/140\/revisions"}],"predecessor-version":[{"id":510,"href":"https:\/\/thesocietypages.org\/trot\/wp-json\/wp\/v2\/posts\/140\/revisions\/510"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/thesocietypages.org\/trot\/wp-json\/wp\/v2\/media\/509"}],"wp:attachment":[{"href":"https:\/\/thesocietypages.org\/trot\/wp-json\/wp\/v2\/media?parent=140"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/thesocietypages.org\/trot\/wp-json\/wp\/v2\/categories?post=140"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/thesocietypages.org\/trot\/wp-json\/wp\/v2\/tags?post=140"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}