The Super Bowl is one of the most anticipated events each year, but not only for the game, some watch just for the commercials. With millions of viewers these commercials get seen everywhere and are sure to leave an affect on viewers whether they realize it or not. It is important to analyze these commercials and study the stereotypes that are being portrayed. There have been many studies focusing on the Super Bowl and how the advertisements are portrayed, since there is such a large audience watching them. Studies have been done looking at depictions of gender, time and race within these commercials to understand them more as well as look for an underlying theme. It is important to study these ads especially in the Super Bowl to create awareness
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Specifically, King looked at how men and women were depicted in different roles within the advertisements. The research also looks at how race is depicted in ads that does not challenge white social dominance. The research before this study solely focused on commercial impact and not how stereotypes were represented. Men were seen as father figures, mothers as comforters to their children, African Americans as athletes or musicians in the ads. The following research questions were used in the study by King: RQ1: How are gender and race depicted in Super Bowl commercials in the 21st century? RQ2: How do these depictions change from 2000 to 2010? This article looked at super bowl ads more in depth and we decided as a whole we wanted to take it even further and look into specifically men and women of color and how the were represented in the latest Super Bowl ads. This is the first time any study has combined race and gender together; it has always been separated till now. This allows for intersectionality in the …show more content…
Methodology Individuals within two different classes coded separate commercials, but worked together to discuss the commercials and coding within their respective class. The sampling method was random as each person drew a commercial that was in the 2018 super bowl. Commercials were coded by number of central characters, race, gender, stereotype, and if it was a montage. Race was categorized by if the character was of color or white, and for gender the commercials did not include any non-binary characters. The variables included gender and race in this study. The operational definition for gender was how the male and females were portrayed as in stereotypes. The operational definition for race was either of color or white and how they were portrayed. The coders looked at each commercial then discussed the stereotypes portrayed. Only central characters were coded, if a character did not seem to have a big role they were left out of coding. Males were coded as having theme of sex appeal, dominant, authority figure, family man, frustrated male, activities out side the home, career oriented, non-traditional role, or neutral. Women were broken into stereotypes such as dependency, housewife, concerned with physical attractiveness, sex object, nontraditional activities, career oriented, voice of authority, or neutral. With limited stereotypes it was sometimes unclear how
Specifically, King looked at how men and women were depicted in different roles within the advertisements. The research also looks at how race is depicted in ads that does not challenge white social dominance. The research before this study solely focused on commercial impact and not how stereotypes were represented. Men were seen as father figures, mothers as comforters to their children, African Americans as athletes or musicians in the ads. The following research questions were used in the study by King: RQ1: How are gender and race depicted in Super Bowl commercials in the 21st century? RQ2: How do these depictions change from 2000 to 2010? This article looked at super bowl ads more in depth and we decided as a whole we wanted to take it even further and look into specifically men and women of color and how the were represented in the latest Super Bowl ads. This is the first time any study has combined race and gender together; it has always been separated till now. This allows for intersectionality in the …show more content…
Methodology Individuals within two different classes coded separate commercials, but worked together to discuss the commercials and coding within their respective class. The sampling method was random as each person drew a commercial that was in the 2018 super bowl. Commercials were coded by number of central characters, race, gender, stereotype, and if it was a montage. Race was categorized by if the character was of color or white, and for gender the commercials did not include any non-binary characters. The variables included gender and race in this study. The operational definition for gender was how the male and females were portrayed as in stereotypes. The operational definition for race was either of color or white and how they were portrayed. The coders looked at each commercial then discussed the stereotypes portrayed. Only central characters were coded, if a character did not seem to have a big role they were left out of coding. Males were coded as having theme of sex appeal, dominant, authority figure, family man, frustrated male, activities out side the home, career oriented, non-traditional role, or neutral. Women were broken into stereotypes such as dependency, housewife, concerned with physical attractiveness, sex object, nontraditional activities, career oriented, voice of authority, or neutral. With limited stereotypes it was sometimes unclear how