Collier 1

Joshua Collier
Mrs. Thomas
UWRT-1102
Annotated Bibliographies

Chuck Tomkovick , Rama Yelkur & Lori Christians (2001) The USA's biggest
marketing event keeps getting bigger: an in-depth look at Super Bowl advertising in the
1990s, Journal of Marketing Communications, 7:2, 89-108, DOI:
10.1080/13527260121725

Chuck Tomkovick (1953-2013)

Rama Yelkur is currently a dean and professor at Saginaw Valley State University. Prior to
teaching at Saginaw Valley State University, she taught at Texas A&M International University
and the University of Wisconsin-Eau Claire. Her work on Super Bowl advertising effectiveness
and likability of commercials was cited in national media including the Wall Street Journal,
Kiplinger and USA Today.
While at the University of Wisconsin-Eau Claire, Chuck and Rama worked together. They
worked on things such as figuring out the biggest and best marketing tools. They came across the

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super bowl, and realized that it is the biggest marketing tool in the U.S. They wrote about it in
the article The USA's biggest marketing event keeps getting bigger.
The USA's biggest marketing event keeps getting bigger, is about how far the commercials
have come with the super bowl. It explains how the prices have increased over the years due to
more people watching it. Just in ten years the price to show a commercial has grown rapidly, the
average second advertisement rates for the 1990 game were approximately $700,000, and has
risen 200% to the year 30- 2000 (11). Just for 30 seconds of fame, companies paid $2.2 million
to have their commercials aired on the television in the year 2000. With this type of increase, no
wonder it is the U.S.A.s best marketing tool.
Other Quotes: Super Bowl 2000 was watched by over 134 million viewers in the USA and by
nearly 800 million television viewers worldwide. US advertisers in the USA paid ABC, the
television network with exclusive US broadcast rights to the Super Bowl, an average of
$2,200,000 to air 30-second commercials during the game.
The Super Bo2wl has become so ingrained in US culture that, with rare exception, it is the most
watched US television event each year.
One recent study reported that 7% of Super Bowl viewers turn on the Super Bowl contest
exclusively to watch the advertisements.

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Super bowl advertising as commercial celebration
Matthew P. McAllister (1999) Super bowl advertising as commercial celebration, The
Communication Review, 3:4, 403-428, DOI: 10.1080/10714429909368592

McAllister received his bachelors and masters degree at Purdue University. From there
he continued his education, and received his Ph.D. from the University of Illinois. Most of his
research is on advertising criticism, popular culture and the political economy of the mass media.
He wrote the article Super bowl advertising as commercial celebration. This article is
about how commercials, and movies help the National Football League (NFL). The movie Little
Giants was one of the first movies to do this. The kids said things such as "those jerseys are so
cool," to help companies such as Reebok and Wilson sell items.
Other Quotes:

The NFL's active role in the film marked "the start of a major league initiative to get
more involved in Hollywood and promote football products, players, sponsors and, most

importantly, the sport through feature films" (17).

Many critics argue that 1980s was a key decade in influencing recent trends in
advertising and corporate promotion (67).

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New technology also played a role. The remote control and VCR allowed viewers to
escape commercials either by changing the channel (zapping) or fast forwarding through
pre-recorded programs (zipping) (76).

Analysis
This article shows how much the NFL helps companies sell their products; the NFL in
return gets paid very well for this. You always hear while watching the NFL about the Pepsi
halftime report. They do not just do that for free. They get money in return just for saying their
name. The NFL is very smart in doing this, because they are always getting money from big
corporations, and all they have to do is say their name.

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A Full-Time Mission: Super Bowl Halftime
Wadler, Joyce. "A Full-Time Mission: Super Bowl Halftime." ProQuest. New York Times, 20
Jan. 1999. Web. 15 Mar. 2016.

Joyce Wadler is a journalist for the New York Times. Before her job there she worked for
several new papers such as the New York Post, The Washington Post, New York Magazine, and
Rolling Stone.
In 1999 she wrote an article in the New York Times about the super bowl halftime show.
This article was titled A Full-Time Mission: Super Bowl Halftime. It was about how Edward J.
Micone Jr., and how got to where he was at in Radio City Entertainment. His job was very
simple keep them in their seats. When saying this he is talking about how most people use
halftime to go to the bathroom or get refreshments. He didnt want that anymore. He wanted the
halftime show to be something spectacular, and to keep the viewers watching. He was brought
into Radio City Entertainment about ten years before this article was published. Since starting
there he has risen to the executive producer position there, and oversees all events at Madison
Square Garden, Radio City Music Hall, and other sports productions.
Other Quotes

With the super bowl, the more money that is spent, the worse it gets (37).

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When Mr. Micone attended a Rangers game recently, his name was flashed in lights.
Why? Cause Im big Mr. Micone says, laughing at himself. Mr. Man, thats what my

wife calls me (93).

The best eight days of my life Mr. Micone reads. Thats what I do for a living. Thats
how I want people to leave. Saying, That was the best time of my life.

Analysis
Nowadays the halftime show is one of the most talked about events. Every year people
look forward to see who is performing. Some people only watch the super bowl for the halftime
show. Micone has done exactly what he was brought in to do with his job, and that was to keep
people in their seats at halftime. Although it hurts concession stands, it helps out Radio City
Entertainment by actually having people still watch it.

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A Postgame Follow-Up On Super Bowl Commercials
Elliott, Stuart. "A Postgame Follow-Up On Super Bowl Commercials." New York Times 5 Feb.
2013: B3(L). Science in Context. Web. 22 Mar. 2016.

Stuart Elliott received his bachelors and masters degrees from the Medill School of
Journalism at Northwestern University. Since then he has worked for USA Today, Advertising
Age, The Detroit Free Press, The Times-Union in Rochester, N.Y, and the New York Times. Mr.
Elliot has been at the New York Times as the advertising columnist since 1991.
In 2013 he wrote an article called A Postgame Follow-Up On Super Bowl
Commercials. This article is about the best commercials in the super bowl in 2013, and their
rankings. There were 46 different commercials during this super bowl, and only 6 of them were
given an A. This just shows how tough the grading of these commercials is.
There were two very emotional commercials that year about fundraising. One was by
Jeep, and had Oprah Winfrey saluting soldiers. This was to help bring in donations for Operation
Safe Return. The other was Rams commercial about American Farmers; which was to help raise
money for Future Farmers of America. Between these two very good commercials, the Ram

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received a C, and The Jeep commercial was one of only six during the game to receive an ''A''
in the Kellogg School's annual Super Bowl Advertising Review survey (23).
In 2013 the Anheuser-Busch commercial with the Clydesdale reuniting with its trainer
was ranked number 1. This was also another very emotional commercial. This commercial
received a score of 665 from 500 different consumers. It was also deemed the most memorable
commercial of 2013 (55).

Other Quotes

''If you really want to read into it, it's the two sides of our country,'' said Tim Calkins (6).
''The emotional side is traditional, harkening back to deep values'' like patriotism and love
of family, he added, ''and the humorous side is irreverent and slightly cynical,'' mocking
conventional wisdom and questioning authority (8).
''used its beloved Clydesdale to tell a compelling story,'' said Peter Daboll (54).
Analysis
This article was very helpful with showing me all the different types of organizations that
rank these commercials, and how the commercials were ranked. I can use this in my thesis by
showing how people react to commercials during the super bowl. Also I can incorporate how
people get picked for these commercials such as Oprah Winfrey.

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Super Bowl Commercials Rated by Social Media
Elliott, Stuart. "Super Bowl Commercials Rated by Social Media." New York Times 8 Feb. 2012:
B3(L). Science in Context. Web. 22 Mar. 2016.

This is another article written by Stuart Elliot of the New York Times. He has a very
strong background such as getting his Bachelors and Masters degrees from Northwestern
University. He has worked at several other places in his life like USA Today, Advertising Age,
The Detroit Free Press and The Times-Union in Rochester, N.Y.
Super Bowl Commercials Rated by Social Media is about how the world has changed
from just organizations like USA Today scoring the commercials, to now where basically
anybody can score them by using social media. Sandra Micek says that USA Todays panel will
continue to rate the commercials, but with social media such as Facebook voting; it will ''broaden
our reach,'' creating ''the nice combination of the panels and what's happening in the broader
conversation'' (13). With saying this some analysts say that they should have an ad meter that
includes social media also, but they need to keep it separate from what the rating of the panel
says. This is because an ad that includes things like vampires that was only rated around number
20, could be rated a lot better on Facebook due to teens.

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Today some corporations such as the New York Times will invite people to vote on
some of the commercials. This adds another view on what the panels believe is good and bad in
commercials, or what is popular at the time. Whenever you ask for another persons viewpoint, it
helps to broaden your own.
Other Quotes

The public's favorite commercial in the voting online was ''Sling Baby,'' and the rest of
that top 10 also included ''Man's Best Friend'' and the spots for Bud Light, M&M's,

Volkswagen and Sketchers (31).

''Given the impact of social media in how America is discussing and rating Super Bowl
ads, we felt this was a logical evolution,'' said Sandra Micek (10).

''We're seeing the Super Bowl, formerly a one-day experience, evolving into more of a
campaign,'' Mr. Arrix said (19).

Analysis
This article is very helpful with showing me how social media plays a role in rating
commercial ads. I can incorporate this into my thesis, because I created a poll on Twitter for
people to vote on. This is very alike with what some corporations such as the New York Times do
every year for the super bowl. This broadens the minds of the analysts on the panel, and helps to
create other ways of rating the ads.

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An Examination of NFL Fans' Computer Mediated BIRGing
End, Christian M. "An Examination of NFL Fans' Computer Mediated BIRGing." Journal of
Sport Behavior, June 2001. Web. 25 Mar. 2016.

Christian End is a professor an associate professor at Xavier University. He is well

educated with a Bachelors degree from Xavier University, and he has a Ph. D from Miami
University. His interests are in sports, and their fans.
In An Examination of NFL Fans' Computer Mediated BIRGing, Professor End takes in
data from the 1997-1998 regular season to find out how sports fans deal with victories and
defeats in everyday life. In order to figure this out he began to research this topic, and came up
with theories. One of these theories is called the Social Identity Theory; which explains what
people think of themselves, and others when their teams wins or loses. The theory states that
when a fans team wins, they feel far more superior then the fans of the losing teams.
One of Professor Ends research topics was Impression Management in the Face of
Defeat. In easier words, this is just saying how fans act when their team loses or is having a bad
season. The fans when a team loses tries to either not wear as much team apparel, in order to
separate themselves from the team and hide the shame. There are a high amount of things that
fans do to make themselves feel better after a loss like when, fans utilize is a strategy (blasting)

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to help maintain a positive social identity while reducing the threat to their self-esteem on
occasions when their team loses (57). This is when a fan tries to show the good things that their
team did in the game, to convince the opposing fan that they arent that bad.
Surprisingly in this research you could not really tell a difference in fans of unsuccessful
teams, and fans of successful teams. Both fans blasted each other, and said the same amount of
things for their teams. This is not what Professor End thought would happen, which is both a
surprise to him and me.
Other Quotes

These include lower estimates of personal performance following a loss

(14).
Fans spend large amounts of money on their favorite teams' or players'
jerseys, and other team merchandise that literally enables them to show

"their true colors" (7).

College students were more likely to report identifying with successful teams
than unsuccessful teams (28).

Analysis
The article obtains a lot of information on sports fans. It explains how they act, and what
exactly they do if their team is successful or unsuccessful. It includes methods, research, and
conclusions of what Professor End says. Professor End is a very credible person, and I plan on
using this article in my thesis. All of the information will help me to show why people watch
sports.

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A Brief History Of: The Super Bowl Halftime Show
Altman, Alex. "A Brief History Of: The Super Bowl Halftime Show." Time, 2 Feb. 2009. Web.
25 Mar. 2016.

Alex Altman is a Washington Correspondent for Time Magazine. He acquired his

Bachelors Degree from Colgate University, and his Masters Degree from Northwestern
University. Altman has had many jobs at Time Magazine. His first ever job there was actually a
reporting internship. This was right after he graduated from Northwestern with a Masters
Degree in Journalism. Since then he has worked very hard, and has moved up the ladder at Time
Magazine.
In 2009 Altman wrote an article on the super bowl halftime show called A Brief History
Of: The Super Bowl Halftime Show. This article explains how the super bowl halftime show
has evolved over the years.
It hasnt always been big name performers. The first performances were by college
students at Arizona and Michigan, Grambling and Florida A&M. Once the NFL got tired of
having college kids perform, they turned to nonprofit organizations to perform Now they are big
named performers, Which isn't to say the shows got better (5). The super bowl halftime show
still has a few mistakes. Probably the most memorable one is Janet Jacksons wardrobe

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malfunction. Whenever you have a show this big; there is so much going on, and something is
bound to mess up.
Super Bowl I had approximately 24 million views. Compared to Super Bowl XLIII which
had approximately 100 million views, and was seen in 232 countries. The growth is spectacular,
and it has much more to deal with than just football. People love watching the halftime show.
Some only watch the super bowl, so that they can see the halftime show. The halftime show has
grown rapidly over the years, and will continue to do so.
Other Quotes

2004 Nipplegate! Janet Jackson's "wardrobe malfunction" triggers a scrum over

television indecency (13).

1989 At Super Bowl XXIII in Miami, local dancers perform in the last halftime show

without a big-name headliner (11).

The Super Bowl halftime show has evolved into a strobe-lit, confetti-strewn spectacle
(1).

Analysis
This article was very helpful in showing me how the super bowl halftime show has
evolved over the years. I can definitely use this in my thesis showing the past, and present types
of shows that have been performed. Views have gone up drastically since the first super bowl,
and Im anxious to correlate it with the halftime shows.