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1 – 2 of 2David Allan and Stephanie A. Tryce
The purpose of this paper is to quantify and qualify the commercials in the Super Bowl.
Abstract
Purpose
The purpose of this paper is to quantify and qualify the commercials in the Super Bowl.
Design/methodology/approach
This study is a content analysis of the placement of popular music in Super Bowl advertisements over a ten-year period (2005-2014).
Findings
More than a quarter of the commercials analyzed contained popular music. Although the use of popular music in commercials vacillated from year to year, popular music was most often observed in the product category of beverages; the music treatment most often used was original vocals; and song lyrics were most often relevant to the narrative of the commercial, rather than the brand.
Originality/value
This study extends the growing body of Super Bowl advertising research to popular music in commercials and provides a benchmark for all future research in this area.
Details
Keywords
Brent Smith, Stephanie A. Tryce and Carol Ferrara
To measure the relationships between varieties of patriotism and fan reactions to anthem-linked athlete activism and to test the effects of teammate allyship.
Abstract
Purpose
To measure the relationships between varieties of patriotism and fan reactions to anthem-linked athlete activism and to test the effects of teammate allyship.
Design/methodology/approach
In this study of US sport fans (n = 519), the authors examine whether two varieties of patriotism—the affective “symbolic patriotism” and the cognitive “uncritical patriotism”—might explain fans' reactions (support v. opposition) to anthem-linked athlete activism. The authors also consider whether fans' acceptance of nonactivist teammate allyship moderates patriotism influences on those reactions.
Findings
Using partial least squares structural equation modelling (PLS-SEM), the authors posit and show that fans' reactions to athlete activism are driven more strongly by uncritical patriotism than by symbolic patriotism. The authors also show that fans' acceptance of nonactivist teammate allyship significantly moderate the strength and direction of fans' reactions to athlete activism.
Research limitations/implications
The authors contribute substantive, new knowledge into the sways of athlete activism, teammate allyship and fan patriotism within the sport world. By way of novel heterotrait-monotrait ratio of correlations, the authors show evidence of discriminant validities of symbolic patriotism and uncritical patriotism. Using PLS-SEM moderation tests, the authors also show that fans' acceptance of teammate allyship moderates the influences of these patriotism types differently.
Originality/value
Few empirical studies to date have investigated sport fans' reactions to athletes' displays of social activism (e.g. taking a knee to protest racism).
Details