An analysis of media violence in commercials aired during the telecasts of sports events |
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Authors: | Yunjae Cheong Justin Combs |
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Affiliation: | 1. School of Media Communication, Hankuk University of Foreign Studies, 270 Imun-dong, Dongdaemun-gu, Seoul, 130791, Korea (ROK);2. Communication and Information Sciences, The University of Alabama, Tuscaloosa, AL, USA |
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Abstract: | The violence contained in television commercials has received less attention than other areas of media violence research. This study analyzed violent content in the Super Bowl commercials that aired between 2001 and 2009. Twenty-two percent of the Super Bowl commercials appearing from 2001 to 2009 contained some type of violence. A number of quantifications related to types of violence, targets and perpetrators of violent acts, and reasons for violence, among others, are reported. Subsequently, the relationships between the contextual factors of the violence and commercial likeability were examined. |
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Keywords: | sports events advertising violence media violence |
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