Super bowl advertising as commercial celebration

Research output: Contribution to journalArticlepeer-review

22 Scopus citations


The Super Bowl symbolizes the increasing acceptance and prevalence of advertising in society. The essay analyzes the discourse around Super Bowl advertising. After first examining the reasons why national advertisers are attracted to the Super Bowl, the essay then examines pre-event discourse about Super Bowl advertising, discourse that elevates advertising during the event, and post-event discourse about Super Bowl advertising. Ultimately, the paper argues that because Super Bowl advertising has been granted such social attention and legitimacy, it encourages the celebration of advertising as a beloved form of mediated entertainment.

Original languageEnglish (US)
Pages (from-to)403-428
Number of pages26
JournalCommunication Review
Issue number4
StatePublished - Dec 1999

All Science Journal Classification (ASJC) codes

  • Communication


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