Portrayals of Minorities and Women in Super Bowl Advertising

Abstract

Portrayals of women and minorities advertising have long been of interest to advertising scholars. While research has found that the overall representation of these groups has increased, some stereotypes persist, and so do questions about the quality and prominence of portrayals. This study examines portrayals of minorities and women in Super Bowl advertising, the main “pop culture” showcase for US advertising. A content analysis of 10 years of Super Bowl ads is conducted and a multinomial logit regression model is employed to delve deeper into the content analysis results. Findings show that while the overall representation of women and various minority groups is strong, a deeper analysis shows that these groups are seldom depicted as primary characters by themselves and that some subtle stereotypes persist. We also find that ads featuring female principal characters are more likely to feature home settings, sexual appeals, emotional messages, and music as a major element and that it is less likely for female (vs. male) celebrities to be used. Minority principal characters are more likely to be celebrities and be included in ads with music or for technical products but are less likely to be included in ads featuring corporate social responsibility messages.