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Creative strategies of Super Bowl commercials 2001-2009: an analysis of message strategies

Kihan Kim (Assistant Professor, Global Sport Management Department of Physical Education, Seoul National University)
Yunjae Cheong (Assistant Professor, Division of Journalism and Mass Communication College of Social Science, Hankuk University of Foreign Studies 270 Imun-Dong, Dongdaemun-gu, Seoul, 130-791, Korea)

International Journal of Sports Marketing and Sponsorship

ISSN: 1464-6668

Article publication date: 1 October 2011

Abstract

This study employs creative strategies to contentanalyse Super Bowl commercials from 2001 to 2009, focusing specifically on message strategies. The findings aim to answer four research questions. What are the message strategies commonly employed in Super Bowl commercials? What are the trends of the message strategies employed in Super Bowl commercials over time? What are the relationships between the message strategies and the commercial likeability? What are the specific roles played by the high- vs. low-involvement product categories?

Keywords

Citation

Kim, K. and Cheong, Y. (2011), "Creative strategies of Super Bowl commercials 2001-2009: an analysis of message strategies", International Journal of Sports Marketing and Sponsorship, Vol. 13 No. 1, pp. 2-17. https://doi.org/10.1108/IJSMS-13-01-2011-B002

Publisher

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Emerald Group Publishing Limited

Copyright © 2011 by Winthrop Publications Limited