Grade Level: High School (Grades 10-12)
Subject: Media Literacy, Marketing, and English Language Arts
Super Bowl commercials have evolved into a cultural phenomenon, often rivaling the game itself in terms of anticipation and discussion. The inaugural Super Bowl in 1967 featured 30-second ad slots priced at approximately $37,500, a modest sum compared to today’s rates.
A pivotal moment in Super Bowl advertising history occurred in 1984 when Apple unveiled its “1984” commercial, directed by Ridley Scott. This ad, introducing the Macintosh computer, is often credited with transforming Super Bowl commercials into high-concept productions that generate significant public interest. Over the years, companies have leveraged the Super Bowl’s massive viewership to debut memorable ads. Notable examples include Coca-Cola’s “Hey Kid, Catch!” featuring “Mean” Joe Greene in 1980, and Budweiser’s “Whassup?” campaign in 1999. In recent years, Super Bowl ads have become more risk-averse, focusing on feel-good themes and avoiding controversial topics. This shift reflects a broader trend in advertising, where brands aim to appeal to a wide audience without alienating viewers.
In recent years, Super Bowl advertisements have become notably more cautious, steering clear of political and social issues in favor of lighthearted and nostalgic themes. This shift marks a departure from previous years when brands like Budweiser and Airbnb used their Super Bowl spots to address topics such as immigration and travel bans. The change reflects a broader trend of companies avoiding potentially divisive subjects, especially following incidents like the backlash Bud Light faced in 2023 over a partnership with a transgender influencer. Additionally, the NFL replaced the “End Racism” message in the end zone with “Choose Love,” coinciding with President Trump’s attendance at the game. Overall, advertisers are now prioritizing universally appealing content to avoid controversy. The Altantic
Objective:
- Critically analyze Super Bowl 2025 commercials to understand persuasive techniques, target audiences, and cultural impact.
- Evaluate the effectiveness of these commercials and discuss ethical considerations in advertising.
- Explore the evolution of Super Bowl advertising and its significance in American culture.
Standards Alignment:
- CCSS.ELA-LITERACY.RI.11-12.7: Integrate and evaluate multiple sources of information presented in different media or formats.
- CCSS.ELA-LITERACY.SL.11-12.1: Initiate and participate effectively in a range of collaborative discussions.
Lesson Activities:
Introduction to Super Bowl Advertising
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Hook
- Discuss the significance of Super Bowl commercials in American culture.
- Ask students to share any memorable Super Bowl ads they’ve seen and why they stood out.
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Presentation on Persuasive Techniques
- Introduce common persuasive techniques used in advertising, such as emotional appeal, celebrity endorsement, humor, and bandwagon. The New York Times
- Provide examples of each technique using real commercial clips.
- Super Bowl 2025 ads that had people around the world glued to their screens.
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Viewing Commercials
After each viewing, facilitate a discussion to identify the persuasive techniques used.
Deep Dive Analysis
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Group Activity
- Divide students into small groups and assign each group a specific commercial from the Super Bowl 2025 lineup.
- Provide an analysis framework, including:
- Target audience
- Persuasive techniques used
- Cultural references or implications
- Effectiveness of the ad
- Ethical considerations
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Group Presentations
- Each group presents their analysis to the class.
- Encourage questions and discussions after each presentation.
Critical Discussion and Reflection
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Class Debate
- Pose a statement such as, “Super Bowl commercials prioritize entertainment over ethical advertising.”
- Divide the class into two groups to debate for and against the statement.
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Individual Reflection
- Students write a reflective essay on how Super Bowl commercials influence public perception and consumer behavior.
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Closing Discussion
- Discuss the role of advertising in society and the responsibility of advertisers to their audience.
Assessment:
- Group analysis presentations
- Participation in class discussions and debates
- Reflective essay
Extension Activity:
- Assign students to create their own storyboard for a Super Bowl commercial, incorporating persuasive techniques discussed in class.
Opinion:
Super Bowl commercials have evolved into a cultural phenomenon, often overshadowing the game itself. While they showcase creativity and marketing prowess, it’s essential to critically assess their content and the messages they convey. By analyzing these commercials, students can gain insights into the persuasive power of media and the ethical responsibilities of advertisers. This lesson not only enhances media literacy but also encourages students to become more discerning consumers in a media-saturated world.
