The Marketing Strategies Used in Super Bowl Advertisements.

Abstract

Abstract: Companies depend on advertising and other marketing tools to support their business by increasing revenue (Schuman, Wangenheim, & Groene, 2014). During the increase of social movements in the year 2016 spiked by large influencers such as Colin Kaepernick kneeling during the national anthem in support of racial equity, the researcher analyzed whether or not large companies would begin to use social values such as women empowerment, racial equity, etc. in their advertisements in order to appeal to a larger audience. Thus, in this research paper, the researcher performed a content analysis of a series of advertisements released through the 2016-2019 Super Bowls using a mixed qualitative and quantitative method of coding to determine which variable was most often found in Super Bowl advertisements: conventional marketing strategies or social value strategies.