USING SUPER BOWL ADS IN THE CLASSROOM
©2006 Frank Baker, Media Educator
Here are some questions you might have your students ponder before the game:
- What do you know about the Super Bowl game? Where did you learn it?
- Why does the game get tremendous media attention every year?
- What makes advertisers want to put their ads on this once-a-year sporting event?
- Why does ad time cost $5 million for just one 30-second ad?
- Who decides what order the ads air during the game?
- How do advertisers create buzz about their ads, even before the game is broadcast?
- Create a chart listing the known advertisers and research their parent companies.
- How many ads are for: alcohol? cars? TV shows? movies? Why is this so?
- Which ad(s) are you looking forward to viewing and why?
- Which propaganda/persuasion techniques would you expect to be used in each ad?
- How do advertisers make money from their Super Bowl spots?
- Might you find ads inside/outside/above the stadium? If so, where?
Be on the lookout for not-so-obvious ads during the broadcast. (Students might want to create a list)
- Based on the ads scheduled to be broadcast, what demographic (gender, age) do you think each advertiser is trying to reach?
- How was social media used, if at all, by advertisers before and during the game itself?
- How do you plan to use social media, it at all, during the game?
Here are some questions to consider after the game:
- What ad(s) did you find most entertaining, and why? (students should be specific and give details here)
- What ad(s) did you find the most dull, and why?
- Which ad(s) did you think were most effective, and why?
- Which ad(s) were you most willing to share with a friend?
- Which ad(s) featured well-known personalities? Why?
- Identify the “pathos/ethos/logos” and “techniques of persuasion” used in each ad.
- Calculate the total cost the TV network gains if each ad costs an estimated $5 million.
- How do Super Bowl advertisers get mileage for their message before and after the game?
- How many ads did you spot inside the stadium? List them.
- How was social media used inside the broadcast; how did you use it, if at all?
Survey classmates, parents, grandparents: ask each to list their 3 favorite ads.
Compare and contrast responses. Why do some ads appeal to different genders and age groups?
- core concepts of media literacy;
- critical thinking/viewing questions
- and the common techniques of persuasion
- Analyzing & Deconstructing A TV Commercial
- Persuasive Techniques in Advertising
- The Super Bowl Ads & Media Literacy
- Top 12 Super Bowl Activities for the Classroom
- 7 Super Bowl Lesson Plans/ Resources for the Classroom
- Media Literacy in Super Bowl Ads