TY - JOUR
T1 - Super bowl advertising as commercial celebration
AU - McAllister, Matthew P.
PY - 1999/12
Y1 - 1999/12
N2 - 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.
AB - 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.
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U2 - 10.1080/10714429909368592
DO - 10.1080/10714429909368592
M3 - Article
AN - SCOPUS:84991504894
SN - 1071-4421
VL - 3
SP - 403
EP - 428
JO - Communication Review
JF - Communication Review
IS - 4
ER -