Abstract
This study employs creative strategies to contentanalyse Super Bowl commercials from 2001 to 2009, focusing specifically on message strategies. The findings aim to answer four research questions. What are the message strategies commonly employed in Super Bowl commercials? What are the trends of the message strategies employed in Super Bowl commercials over time? What are the relationships between the message strategies and the commercial likeability? What are the specific roles played by the high- vs. low-involvement product categories?
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