{"id":{"repo_id":"wvu","oai_identifier":"oai:researchrepository.wvu.edu:etd-1364"},"canonical_url":"https://search.dev.ndltd.org/etd/wvu/oai:researchrepository.wvu.edu:etd-1364","repository":{"repo_id":"wvu","name":"West Virginia University","base_url":"https://researchrepository.wvu.edu/do/oai/"},"display":{"title":"Gamechangers: A content and semiotic analysis of Super Bowl commercials during recession and non-recession years","abstract":"The purpose of this study was to investigate the differences in symbolic content of Super Bowl commercials during recession and non-recession years. Another aim was to find out if humorous commercials were more common in recession year commercials as opposed to non-recession year commercials. Both quantitative and qualitative methods were applied. The study examined the topic through both content analysis and semiotic analysis. For the content analysis, commercials were viewed and coded to address the question of whether commercials change based on economic conditions. For the semiotic analysis, one commercial from each of the four selected years was chosen to be analyzed. The principle conclusion was that although the results are not significant, the findings are indeed significant. . It found that neither tone, product references, symbols, celebrity inclusion, or product type were affected by the economic climate. This indicates that the ads agencies are not adjusting sales strategies based on the economy.","abstract_html":"The purpose of this study was to investigate the differences in symbolic content of Super Bowl commercials during recession and non-recession years. Another aim was to find out if humorous commercials were more common in recession year commercials as opposed to non-recession year commercials. Both quantitative and qualitative methods were applied. The study examined the topic through both content analysis and semiotic analysis. For the content analysis, commercials were viewed and coded to address the question of whether commercials change based on economic conditions. For the semiotic analysis, one commercial from each of the four selected years was chosen to be analyzed. The principle conclusion was that although the results are not significant, the findings are indeed significant. . It found that neither tone, product references, symbols, celebrity inclusion, or product type were affected by the economic climate. This indicates that the ads agencies are not adjusting sales strategies based on the economy.","abstract_has_math":false,"creators":["Smithson, Joshua"],"institution":null,"degree_name":"MS","degree_level":"Thesis","degree_discipline":"Reed College of Media","degree_department":null,"school":null,"contributors":["Steve Urbanski","James Ebel","Jensen Moore","Tom Stewart"],"advisors":[],"committee_chairs":[],"committee_members":[],"year":2013,"date_issued":"2013-05-01T07:00:00Z","date_published":"2013-05-01T07:00:00Z","updated_at":"2026-07-24T06:14:24Z","subjects":["Journalism","Mass communication"],"languages":[],"rights":[],"rights_urls":[],"identifier_entries":[{"key":"dc:identifier","label":"Identifier","values":["https://researchrepository.wvu.edu/etd/361"],"render_values":[{"text":"https://researchrepository.wvu.edu/etd/361","href":"https://researchrepository.wvu.edu/etd/361","code":true}]}]},"links":{"outbound_url":"https://doi.org/10.33915/etd.361","outbound_label":"DOI","outbound_source":"dc:identifier"},"metadata_groups":[{"id":"people","label":"People","entries":[{"key":"dc:contributor","label":"Contributor","values":["Steve Urbanski","James Ebel","Jensen Moore","Tom Stewart"]},{"key":"dc:creator","label":"Author","values":["Smithson, Joshua"]}]},{"id":"academic_context","label":"Academic Context","entries":[{"key":"dc:date.available","label":"Dc Date Available","values":["2019-01-17T08:00:00Z"]},{"key":"thesis:degree_discipline","label":"Discipline","values":["Reed College of Media"]},{"key":"thesis:degree_level","label":"Degree Level","values":["Thesis"]},{"key":"thesis:degree_name","label":"Degree Name","values":["MS"]}]},{"id":"subjects_keywords","label":"Subjects and Keywords","entries":[{"key":"dc:subject","label":"Dc Subject","values":["Journalism","Mass communication"]}]},{"id":"identifiers","label":"Identifiers","entries":[{"key":"dc:identifier","label":"Identifier","values":["https://doi.org/10.33915/etd.361","https://researchrepository.wvu.edu/etd/361"]}]},{"id":"additional","label":"Additional Metadata","entries":[{"key":"dc:description.abstract","label":"Abstract","values":["The purpose of this study was to investigate the differences in symbolic content of Super Bowl commercials during recession and non-recession years. Another aim was to find out if humorous commercials were more common in recession year commercials as opposed to non-recession year commercials. Both quantitative and qualitative methods were applied. The study examined the topic through both content analysis and semiotic analysis. For the content analysis, commercials were viewed and coded to address the question of whether commercials change based on economic conditions. For the semiotic analysis, one commercial from each of the four selected years was chosen to be analyzed. The principle conclusion was that although the results are not significant, the findings are indeed significant. . It found that neither tone, product references, symbols, celebrity inclusion, or product type were affected by the economic climate. This indicates that the ads agencies are not adjusting sales strategies based on the economy."]},{"key":"dc:title","label":"Title","values":["Gamechangers: A content and semiotic analysis of Super Bowl commercials during recession and non-recession years"]}]}],"canonical_facts":{"dc:contributor":["Steve Urbanski","James Ebel","Jensen Moore","Tom Stewart"],"dc:creator":["Smithson, Joshua"],"dc:date.available":["2019-01-17T08:00:00Z"],"dc:description.abstract":["The purpose of this study was to investigate the differences in symbolic content of Super Bowl commercials during recession and non-recession years. Another aim was to find out if humorous commercials were more common in recession year commercials as opposed to non-recession year commercials. Both quantitative and qualitative methods were applied. The study examined the topic through both content analysis and semiotic analysis. For the content analysis, commercials were viewed and coded to address the question of whether commercials change based on economic conditions. For the semiotic analysis, one commercial from each of the four selected years was chosen to be analyzed. The principle conclusion was that although the results are not significant, the findings are indeed significant. . It found that neither tone, product references, symbols, celebrity inclusion, or product type were affected by the economic climate. 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