VIETNAM NATIONAL UNIVERSITY, HA NOI UNIVERSITY OF LANGUAGES AND INTERNATIONAL STUDIES FACULTY OF POST-GRADUATE STUDIES VŨ THỊ PHƯƠNG QUỲNH MALE REPRESENTATION IN SUPER BOWL COMMERCIALS (Chân dung nam giới quảng cáo Super Bowl) M.A MAJOR PROGRAMME THESIS HANOI – 2020 VIETNAM NATIONAL UNIVERSITY, HA NOI UNIVERSITY OF LANGUAGES AND INTERNATIONAL STUDIES FACULTY OF POST-GRADUATE STUDIES VŨ THỊ PHƯƠNG QUỲNH MALE REPRESENTATION IN SUPER BOWL COMMERCIALS (Chân dung nam giới quảng cáo Super Bowl) M.A MAJOR PROGRAMME THESIS Field: English Linguistics Code: 8220201.01 Supervisor: Hoàng Thị Hạnh, PhD HANOI – 2020 [ DECLARATION I hereby certify the thesis entitled “Male representation in Super Bowl commercials” as my own work in the fulfillment of the requirements for the Degree of Master of Arts at the University of Languages and International Studies, Vietnam National University, Hanoi Hanoi, 2020 Vũ Thị Phương Quỳnh i ACKNOWLEDGEMENT I would like to convey my heartfelt gratitude and utmost appreciation to my beloved supervisor, Dr Hoang Thi Hanh, for her concise guidance and invaluable advice from the beginning to the end of this research Without her, this study would have been left unfinished My deepest thanks also go to the Faculty of Graduate Studies, ULIS, VNU, and Dr Huynh Anh Tuan, who has gone to great lengths to make my study journey feasible once again Besides, I am extremely grateful to Ms Hoang Phuong, MA, who has wholeheartedly assisted me during the process of doing this study Last but not least, so as not to sound pretentious, I would like to extend my sincere gratitude to myself for being utterly invincible ii ABSTRACT Gender representation in advertising has been a thriving field of research in recent decades However, since most research focus on the comparison between the two genders or the depiction of females, studies regarding male representation are few and far between The aim of this research was to find out the contemporary depiction of men in commercials through both visual and linguistic means The study found a continuation of the overrepresentation of men in advertisements in comparison with women In addition, despite the recent transformation in societal male roles, the depiction of men is still largely confined by traditional male norms They are portrayed as experts, heroes, competitive individuals, and subjects of ridicules The study can be helpful for the reinvention of masculinity in today‘s world, and serve as an appeal to society for more visible, creative effort to challenge traditional male stereotypes in advertising and media iii TABLE OF CONTENTS DECLARATION i ACKNOWLEDGEMENT ii ABSTRACT iii TABLE OF CONTENTS iv LIST OF IMAGES vi CHAPTER I: INTRODUCTION 1.1 Rationale of the study 1.2 Aims of the research and research question 1.3 Scope of the study 1.4 Significance of the study 1.5 Structure of the study CHAPTER II: LITERATURE REVIEW .5 2.1 Contextual background of the study 2.1.1 Gender equality movements 2.1.2 Super Bowl commercials 2.2.Gender representation in media studies and linguistics: An interdisciplinary approach 10 2.2.1 Gender and media studies .10 2.2.2 Gender and Linguistics 12 2.2.3 A cross-disciplinary approach to gender representation in media 15 2.3 Masculinity in advertising 15 2.3.1 Gender bias in advertising .15 2.3.2 Masculinity ideologies in advertising and their impacts 19 2.3.3 Recent changes in male stereotypes in Super Bowl commercials 23 CHAPTER III: THEORETICAL BACKGROUND AND METHODOLOGY 25 3.1 Gender equality assessment in advertising 25 3.2 CDA as a theoretical approach 28 iv 3.2.1 Principles of CDA 28 3.2.2 Fairclough‘s CDA analytical framework 31 3.2.3 Multimodal CDA 33 3.3 Data collection 34 3.4 Data analysis 35 CHAPTER IV: FINDINGS AND DISCUSSION 37 4.1 Men as experts and leaders 37 4.2 Men as heroes .42 4.3 Men of power .48 4.4 The world of men as the world of competition 61 4.5 Men as the subjects of ridicule 68 4.6 Discussion 77 4.6.1 Consistency and change in male representation in Super Bowl commercials 77 4.6.2 The dualism of male representation in Super Bowl commercials 79 4.6.3 Stereotyped vs multi-dimensional male representation in Super Bowl commercials 80 CHAPTER V: CONCLUSION 82 5.1 Summary of major findings .82 5.2 Limitations and suggestions for further research .83 REFERENCES 84 APPENDIX I v LIST OF IMAGES Image (AD23) - male technological expert 38 Image (AD30) - male cleaning expert 38 Image (AD27) - male animated expert 39 Image (AD46) - professional male bellhop 39 Image (AD7) - male main guard 42 Image (AD28) – animated male superhero 43 Image (AD36) - male knight 43 Image (AD5) - Andy the powerful influencer .50 Image (AD11) – rich technophilic footballer 51 Image 10 (AD40) - rich male baller 53 Image 11 (AD32) - man with super powers 55 Image 12 (AD44) - creepy masked man 57 Image 13 (AD51) - male monster .57 Image 14 (AD29) – Male bullies 58 Image 15 (AD23) – mermaid 60 Image 16 (AD24) - powerful man vs powerful woman 61 Image 17 (AD9) - competitive younger boys 63 Image 18 (AD52) - father and son playing a console game .64 Image 19 (AD38) - helpless man choking on a cashew 70 Image 20 (AD46) - ―Captain Colon‖ 72 vi CHAPTER I: INTRODUCTION This chapter states the rationale of the study, research’s aims, the scope of the study, how it can contribute to the current research landscape in gender and advertising It also proposes the research question that serves as the guiding line for the whole research 1.1 Rationale of the study Gender representation in media has been a research area that garners attention from scholars across different disciplines The majority of research provides a comparison between female and male depictions; however, recent trends have shown that studies are shifting from gender juxtaposition to the depiction of single sex, which mostly focuses on females (Fowler & Thomas, 2015) Meanwhile, male representation appears only on a minority of studies, and is often employed as a point for comparing and contrasting to female portrayal According to Gentry and Harrison (2010), this apparent discrepancy could be attributed to the widespread belief that changes should be prioritized in female depiction in advertisement Male portrayal, thus, has received scant attention Studies on men are often disregarded and ridiculed, because male privilege as well as male entitlement still prevail and are deeply engrained in the various strata of society Nonetheless, this does not rule out the fact that men could also be marginalized and have to conform to masculine norms which prevent them from expressing their feelings, getting close to their children or other men, and having the freedom to pursue unconventional roles Research on men and their representation in advertisements, hence, is warranted to ensure the balance that should exist in gender studies, as well as to shed light on masculine roles and the influences of their portrayals in mass media Previous studies have looked into the representation of males in different forms of advertisements, including print ads and TV commercials, but mostly concentrating on their stereotypical roles Kervin (1990) pointed out the ideal configuration of traits for males that were projected in magazine advertisements According to Kervin (1990), central to male representation was the capacity to provide for his family as the breadwinner, and this was surrounded by other characteristics such as being admired by others, affording great measures of money and powers, as well as being self-reliant, strong, and confident This has been perpetuated for years and hailed as the desirable, traditional masculine symbol; however, recent societal changes regarding genders, especially with female advancement in equality, means that men‘s roles are being transformed drastically This threat to the bureaucratic breadwinner image urges men to ―reaffirm their status as real men‖, and more often than not men find the instructions to so in advertisements (Holt & Thompson, 2004, p 245) Therefore, advertisements are of an increasingly important role in navigating men with regards to their definition of masculinity and self-concept Studies on male representation in advertisements, accordingly, are justified, particularly those that focus on the contemporary depictions of men in advertisements and investigate the changes over the last few decades The representation of men in TV commercials is a field which requires continuous research Mass media have evolved enormously with the invention of the Internet and other advancements of technology Nonetheless, despite the increase in online advertising, TV commercials are still the primary sources of product promotion and marketing This is firstly because the Internet itself also has become a platform for television, and thus TV commercials, as the majority of television networks have applications that operate on mobile phones or computers which allow users to watch television programs as long as they have Internet connection Over-the-top television, or television programs which are broadcasted on the internet and can be watched on various devices, (Wolk, 2018), has demonstrated its impressive potentials in advertising sales, with a whooping eightfold year-over-year increase by 2018 (Munson, 2018) In addition to the large scale on which advertising on connected TV is presented, other compelling reasons for advertisers to pour investment in TV commercials include a safe environment for his popcorn, a tennis ball launcher with "Romo Mode" to send his dog on fetch quests and even widened golf holes.The former Dallas Cowboys quarterback says this love of leisure is why he wears SKECHERS slip-ons, featuring air-cooled memory foam 12 Colgate Total Super Bowl 2019 TV Commercial, 'Close Talker' Featuring Luke Wilson https://www.ispot.tv/ad/IS5P/colgate-total-super-bowl-2019-close-talker-featuring-lukewilson Personal space is a foreign concept to Luke Wilson The actor and "close talker" tries to keep things fresh in this Super Bowl LIII spot by following his coworkers around the office, quite literally getting in their faces about the formula in Colgate Total, which he says helps with tooth strength and sensitivity But no matter how much people admire his confidence, or how nice his breath is, Wilson needs to learn that there is indeed such a thing as "too close." 13 DEVOUR Foods: Super Bowl 2019 TV Commercial, 'Food Porn' https://www.ispot.tv/ad/IS5i/devour-foods-super-bowl-2019-food-porn DEVOUR devotes its time during Super Bowl LIII to discussing a pressing issue that many couples face: frozen food porn addiction A woman recounts the painful events that caused her boyfriend to spiral down a culinary rabbit hole from which there seems to be no escape No matter how fast he slams his laptop shut or how well he hides his magazines, she knows what he's been doing at least two to three times a day Though she tries to spice things up and take it slow with some home-cooked goodness, there's no getting around the fact that he's become a three-minute man Even places like the office and his garage aren't exempt from his depraved delicacies The situation has become so desperate that she has even consented to filming amateur food videos just to satisfy him Before closing the door on this sordid chapter in her life, the woman lets people out there know that this addiction can happen to anyone, and will devour you if you let it 14 NFL: Super Bowl 2019 TV Commercial, 'Inspire Change' Ft Brandon Marshall, Sam Acho https://www.ispot.tv/ad/IS5h/nfl-super-bowl-2019-inspire-change# During Super Bowl LIII, NFL players like Brandon Marshall, Chris Long and Sam Acho remind us of the importance of ensuring that the young generation has a bright future These athletes among others are putting time and energy into helping make sure there is "a IV more equal and just tomorrow." 15 Verizon: Super Bowl 2019 TV Commercial, 'The Coach That Wouldn't Be Here: Anthony Lynn' https://www.ispot.tv/ad/IS58/verizon-super-bowl-2019-the-team-that-wouldnt-be-hereanthony-lynn During Super Bowl LIII, Anthony Lynn visits a group of first responders to tell the story of the time he was saved When he was younger, he was struck by a car going 50 mph and says if it wasn't for the paramedics, firefighters and police, he would be standing before them The first responders who tended to Anthony were present during his speech Anthony, eyes filling with tears, embracing the responders says that he believes that they are guardian angels and thanks them 16 Michelob ULTRA: Super Bowl 2019 TV Commercial, 'Robots' Featuring Maluma https://www.ispot.tv/ad/IS5e/michelob-ultra-super-bowl-2019-robots-featuring-maluma In the ever-evolving contest between man and machine, it often seems like robots have the upper hand These superpowered automatons are able to hit a seemingly unending series of hole-in-ones, pulverize a punching bag and blaze through a morning run as fast as their metallic muscles will carry them But what good is a day spent pedaling at the gym if you can't enjoy a refreshing drink afterward? As the athletic android gazes in through a window at groups of people gathered in a bar around glasses of Michelob ULTRA, the drink maker takes a moment during Super Bowl LIII to highlight its beer's low calorie count and lack of artificial flavors The last scene pictures a man surrounded by women All the women are shorter, looking and smiling at him, while he is holding a glass of beer and chatting with another man 17 Wix.com Super Bowl 2019 TV Commercial, 'Let People Find You' Featuring Karlie Kloss https://www.ispot.tv/ad/IS5a/wix-com-super-bowl-2019-tv-commercial-let-people-findyou-featuring-karlie-kloss Supermodel and entrepreneur Karlie Kloss takes some time during Super Bowl LIII to show off her Wix wizardry She updates her site's background, photos and SEO in order to promote herself and her brand, and encourages others to get involved in professional web design as well V 18 Bubly Super Bowl 2019 TV Commercial, 'Michael Bublé vs bubly' Featuring Michael Bublé https://www.ispot.tv/ad/IS5_/bubly-super-bowl-2019-michael-bubl-vs-bubly-featuringmichael-bubl Michael Bublé takes a moment during Super Bowl LIII to give bubly a spelling lesson The Canadian crooner is thrilled to see a fridge fully stocked with what he assumes to be his namesake beverage Even though it's spelled "bubly" on the can, he knows it's pronounced "bublé," no matter what comedian Aparna Nancherla and "Davé" the shopkeeper say Even a young girl stands to learn a thing or two when she approaches Mr "Bubly" for an autograph Looks like the singer has no other choice but to hand-correct the spelling on every single can with a permanent marker, much to Davé's chagrin 19 2020 Kia Telluride: Super Bowl 2019 TV Commercial, 'The Great Unknowns' https://www.ispot.tv/ad/IS5c/kia-telluride-super-bowl-2019-the-great-unknowns-t1 The people in this ad are not celebrities, and the closest thing to a world stage is happening miles away in Atlanta, Georgia during Super Bowl LIII Despite all the glamorous careers that never took off, a boy believes that these people will not be known for who they are but rather what they Kia introduces its Telluride SUV, which the boy says has a chance to be remembered The Georgians who make vehicles like this may not be famous and may be recognized as "the great unknowns," but Kia believes that does not mean they are not remembered for their incredible work III Half-time Commercials 20 ADT Super Bowl 2019 TV Commercial, 'When it Comes to Smart Home Security, Trust the Pros.' Featuring Jonathan and Drew Scott https://www.ispot.tv/ad/IS5G/adt-super-bowl-2019-trust-the-pros-featuring-jonathan-anddrew-scott During Super Bowl LIII, the Property Brothers, Jonathan and Drew Scott, stress the importance of home security and say that it goes beyond having a video doorbell, smart locks and home security apps The brothers say that security comes from having all of the technology coupled with professional surveillance from ADT, which they say is the No name in security 21 2020 Toyota Supra GR: Super Bowl 2019 TV Commercial, 'Wizard' Song by The Who [T1] VI https://www.ispot.tv/ad/IS5g/2020-toyota-supra-gr-super-bowl-2019-wizard-t1 In a life-size game of pinball, a man navigates through lighted obstacles in his Toyota Supra during Super Bowl LIII As the vehicle races through the course, narrowly avoiding being swept away and inciting a few "ding" noises along the way, Toyota announces the revival of its Supra GR after a 21-year absence from its lineup 22 NFL: Super Bowl 2019 TV Commercial, 'The 100-Year Game' Featuring Marshawn Lynch, Tom Brady, Joe Montana, Peyton Manning https://www.ispot.tv/ad/IS55/nfl-super-bowl-2019-dinner-fight The NFL holds a fancy gala to celebrate its 100th year since creation In the middle of a long speech, Marshawn Lynch can't help but try to get a taste of the giant white cake in the middle of the room When he reaches out for a piece, the player accidentally knocks the golden football off the top of the cake As soon as the ball hits the ground, it's a free-for-all as football's current stars and all-time greats all compete for the fumble IV 2nd Quarter Commercials 23 Sprint: Super Bowl 2019 TV Commercial, 'Best of Both Worlds' Featuring Bo Jackson https://www.ispot.tv/ad/IS19/sprint-super-bowl-2019-best-of-both-worlds-featuring-bojackson In honor of the Big Game, Sprint needs to come up with an equally big idea that represents the best of both worlds For this task, the cellular giant has assembled Sassbot, Evelyn and Atlas to brainstorm for Super Bowl LIII Sassbot chimes in that they should feature football legend Bo Jackson holding a mermaid who is playing the keytar, and not to mention including a bird horse! Can't incorporate many more worlds than that However, as honored as he is to be a part of this robot analogy, Jackson has a different approach, suggesting the company would just tell people they can save more than $1,000 on an LTE advanced network that's up to two times faster than before "Bo does know," Evelyn remarks 24 Stella Artois: Super Bowl 2019 TV Commercial, 'Change Up The Usual' Ft Sarah Jessica Parker, Jeff Bridges https://www.ispot.tv/ad/IS1U/stella-artois-super-bowl-2019-change-up-the-usual-ft-sarahjessica-parker-jeff-bridges After a year filled with ambitious crossover events, Stella Artois charges into Super Bowl VII LIII with an unexpected pairing of its own Carrie Bradshaw might be a city girl, but that doesn't mean she needs to drink a Cosmopolitan every time she goes out She tells her waiter she's switching up her usual with a Stella Artois, a curve ball that stops the musicians dead in their tracks, sends plates of food plummeting to the ground and causes a pot simmering on the stove top to go up in flames In the midst of so much chaos, Jeff 'The Dude' Leboswki enters to the lilting tune of Bob Dylan's "The Man in Me." As though the staff hasn't already had its fill of surprise for one night, the Dude tells Gary the bartender that he's forgoing his signature White Russian in favor of his own "Stella Artose," throwing even the Most Interesting Man in the World for a loop The two iconic characters sit at adjacent tables, pontificating about how a little change can a lot of good "The Dude abides!" 25 TurboTax Live Super Bowl 2019 TV Commercial, 'RoboChild' https://www.ispot.tv/ad/IS1v/turbotax-super-bowl-2019-robochild RoboChild reveals to his creator that although he could be anything he wants when he grows up, his goal is to be a TurboTax Live CPA so he can help people get their best possible refund Unfortunately, Papa's friends must break the news to him that he's not emotionally complex enough to pass as a "human being with real emotions." RoboChild is sad to hear this but his gleeful giggle says otherwise 26 Norwegian Cruise Line: Super Bowl 2019 TV Commercial, 'Good to Be Free' Song by Andy Grammer https://www.ispot.tv/ad/IS1c/norwegian-cruise-line-super-bowl-2019-good-to-be-freesong-by-andy-grammer Scenes of people enjoying themselves on Norwegian Cruise Lines are set to "Good To Be Alive" by Andy Grammer From adventuring on zip-lines and go-karts to relaxing by the pool or feasting on sushi, Norwegian Cruise Line invites you to "feel free to come alive" during Super Bowl LIII 27 Mint Mobile Super Bowl 2019 TV Commercial, 'Chunky-Style Milk? That's Not Right' https://www.ispot.tv/ad/IS13/mint-mobile-super-bowl-2019-chunky-style-milk-thats-notright Some things just aren't right, like chunky-style milk It doesn't matter how many wholesome chunks it has; the image of a family starting their morning over some not-soVIII refreshing glasses of this curdled nightmare is the very definition of not right However, as the Mint Mobile fox explains to an incredulous customer during Super Bowl LIII, some things ARE right, such as premium wireless for $20 per month 28 Planters: Super Bowl 2019 TV Commercial, 'Mr Peanut Is Always There in Crunch Time' Ft Alex Rodriguez, Charlie Sheen https://www.ispot.tv/ad/IS1Q/planters-super-bowl-2019-mr-peanut-is-always-there-incrunch-time-ft-alex-rodriguez-charlie-shee During Super Bowl LIII, crunch time can drive people a little nuts In the case of Mr Peanut, he pilots the speeding Planters van through a construction zone and sends it flying off a trailer ramp without letting it slow him down Actor Charlie Sheen notices the legume-laden vehicle nail the landing and remarks to his bench mate, "And people think I'M nuts." Finally, the monocled mascot arrives at his destination: a viewing party where baseball legend Alex Rodriguez is about to reluctantly eat a kale chip In the nick of time, the green treats are replaced by a can of Planters Mixed Nuts, and Rodriguez gives his snack savior a grateful thumbs-up "Go get 'em, nut man!" shouts a supportive neighbor 29 Toyota RAV4 Hybrid: Super Bowl 2019 TV Commercial, 'Toni' Featuring Antoinette Harris [T1] https://www.ispot.tv/ad/IS18/toyota-rav4-hybrid-super-bowl-2019-toni-featuringantoinette-harris-t1 People have been talking down to Antoinette Harris her entire life From the time she was a young girl trying to play football with the boys on her street, they told her she was too small, too slow or too weak After years of determination, training and perseverance, however, she proved them all wrong by earning a football scholarship, one of the few female players ever to have done so As she heads back to her car after a workout at the track, Harris has her eyes set on another goal: becoming the first woman to play in the NFL "I've never been a big fan of assumptions," she remarks as she drives down the road in her RAV4 Hybrid Toyota is teaming up with Harris for Super Bowl LIII in hopes that the mid-size SUV will shatter people's perceptions just like she did 30 Persil ProClean Super Bowl 2019 TV Commercial, 'The Deep Clean Level' https://www.ispot.tv/ad/IS1e/persil-proclean-super-bowl-2019-the-deep-clean-level Persil gives an in-depth look at its secret at the deep clean level A Persil spokesperson says that the detergent cleanses deep-rooted stains and goes deeper than that to give a IX complete clean When suggestively asked what his deepest secret is, he quickly retorts with "keep it clean." 31 T-Mobile Super Bowl 2019 TV Commercial, 'What's for Dinner?' Song by Fine Young Cannibals https://www.ispot.tv/ad/IS1i/t-mobile-super-bowl-2019-whats-for-dinner-song-by-fineyoung-cannibals ―What should we get for dinner?‖ We all know the feeling when that text comes in and no one likes it Now, there are a couple of routes to choose from when responding to this loaded and open-ended question Do you go with a resigned prediction of her choice (sushi, obviously)? Or, you boldly state your own desired agenda (tacos obviously)? Then, of course, one might opt for circumventing the issue entirely and parting ways for the evening In the end, you know what you‘ll do: just go with it T-Mobile and Taco Bell are teaming up to officially end this conversation before it even starts by using Super Bowl LIII to unveil the new Taco Tuesday deal 32 Mercedes-Benz A-Class Super Bowl 2019 TV Commercial, 'Say the Word' Featuring Ludacris [T1] https://www.ispot.tv/ad/IS1a/mercedes-benz-a-class-super-bowl-2019-say-the-wordfeaturing-ludacris-t1 As it is said, so it shall be done This man seems to have developed a touch of omnipotence when every command he utters comes to pass Rickie Fowler sinks his putt, traffic lights turn on cue and parking tickets tear themselves to shreds Sometimes this plain-clothes superhero uses his powers for good, like returning a cat to its owner or making money rain from an ATM At other times, he uses them to spice up the opera with some Ludacris The ability to vocally free Willy, assist Wile E Coyote and summon Lassie for an elevator rescue might be nothing more than a colorful fantasy, but Mercedes-Benz asserts during Super Bowl LIII that its A-Class offers up the next-best thing The man uses voice commands to change up the car's internal colors and blast his ludicrous jams before taking off down the road and cuing up the auto maker's logo 33 Google Translate Super Bowl 2019 TV Commercial, '100 Billion Words' https://www.ispot.tv/ad/IS1x/google-translate-super-bowl-2019-100-billion-words Google says that more than 100 billion words have been relayed via Google Translate These words can communicate thankfulness, instruction or friendship They can warn of X dangers ahead, or even work to divide people Yet, even through all the hurt and hate that is out there, the company reveals that the most translated phrases in the world are, ―How are you,‖ ―Thank you‖ and ―I love you.‖ During Super Bowl LIII, Google encourages users to spread messages of unity and togetherness with its software 34 Pringles Super Bowl 2019 TV Commercial, 'Sad Device' Song by Lipps Inc https://www.ispot.tv/ad/IS1X/pringles-super-bowl-2019-sad-device-song-by-lipps-inc In a continuation of its 2018 Big Game campaign, Pringles is keeping the chips stacked in its favor heading into Super Bowl LIII After one man layers the cheddar, jalapeño and sour cream and onion flavors to create the "Spicy Nacho Stack," his friend wants to know how many combinations are possible Their voice assistant confirms that there are 318,000 before lamenting her inability to enjoy a single one: her lack of hands to stack with, lack of a mouth to taste with and her lack of a soul to feel with This poetic evocation of a cold and indifferent universe is interrupted by a request to play "Funky Town." As the Lipps Inc track kicks in, the two friends readily ignore their existential device and return to their morsels, demonstrating that there is a stack for everyone well, almost everyone 35 Avocados From Mexico Super Bowl 2019 TV Commercial, 'Top Dog' Featuring Kristin Chenoweth https://www.ispot.tv/ad/IS1W/avocados-from-mexico-super-bowl-2019-top-dog-featuringkristin-chenoweth While others are preoccupied with Super Bowl LIII, Broadway star Kristin Chenoweth cohosts the 53rd Annual Human Canine Show, where those loyal homo sapiens we all know and love compete for the ultimate prize: Avocados From Mexico! As their furry masters settle in and prepare to "sniff the bum of victory," the humans dish out their best sits, shakes and one of them even manages an impressive stay! As the dogs shed a tear at the poise of their beloved pets, a runner makes a break for the guac, a faux pas that lands her in the penalty cone Looks like someone else is going to end up being top dog 36 Bud Light Super Bowl 2019 TV Commercial, 'HBO: Game of Thrones: Jousting Match' https://www.ispot.tv/ad/IS1E/bud-light-super-bowl-2019-jousting-match A joust is underway, and the kingdom of Bud Light cheers "Dilly, Dilly!" as their champion, the Bud Knight, arrives, ready for his competitor In a Super Bowl LIII surprise, the Bud Knight's opponent dismounts his steed to reveal he is, in fact, the Mountain from XI the HBO drama "Game of Thrones," before crushing his challenger's head Panic erupts when one of Daenerys Targaryen's dragons swoops in and decimates the match's surroundings with his flame breath The hit fantasy series returns for its final season on April 14, 2019 V 1st Quarter Commercials 37 SimpliSafe Home Security Super Bowl 2019 TV Commercial, 'A World Full of Fear https://www.ispot.tv/ad/IyDq/simplisafe-home-security-super-bowl-2019-a-world-full-offear In a world chock-full of alarming headlines and endless safety warnings regarding everyday items like wheat bread and garage doors, one might wonder if anything is actually "safe" anymore And when you add in thieves swiping packages, robots stealing our jobs, drones recording us doing yard work and technology listening to all our conversations, it seems like a risk just to leave the house SimpliSafe believes that even in a world full of fear, it's possible to feel safe in your cozy abode thanks to its home security systems With its 24/7 Monitoring for $15 a month, your house will be equipped with safety features like motion sensors, window sensors and a doorbell equipped with a camera 38 Audi Super Bowl 2019 TV Commercial, 'Cashew' Song by Norman Greenbaum [T1] https://www.ispot.tv/ad/IS1s/audi-super-bowl-2019-cashew-song-by-norman-greenbaumt1 A man walks across a lone wheat field toward a small country house shaded by a single tree Upon the porch sits his grandfather, who welcomes his kin home with a hearty embrace before showing him what awaits in the garage He pulls away a tarp to reveal the Audi e-tron, and urges his grandson to get behind the wheel The vehicle's electric charger is removed, its lights flash with life and the hangar door slides open as the man prepares to begin his journey into the blinding white light on the other side However, his near-death experience is interrupted when one of his co-workers at the office uses the Heimlich maneuver to dislodge the obstructive cashew that was causing him to experience this dreamy scene Some things really are too good to be true, but Audi maintains that a thrilling future still awaits on Earth, asserting during Super Bowl LIII that one third of its models will be electrified by 2025 XII 39 Pepsi Super Bowl 2019 TV Commercial, 'More Than OK' Featuring Steve Carell, Cardi B, Lil Jon https://www.ispot.tv/ad/IS1N/pepsi-super-bowl-2019-more-than-ok-featuring-steve-carellcardi-b-lil-jon A woman at a diner orders a Coke, but her request is met with a familiar refrain from the waiter: "Is Pepsi OK?" Hearing this exchange from the adjacent booth, Steve Carell interjects himself into the soda brand's Super Bowl LIII spot to say a few things about it "Are puppies OK?" the actor inquires What about a shooting star, or the laughter of a small child? Carell insists that Pepsi's far more than OK, and he's backed up by his famous friends Lil Jon (who belts out his catchphrase "Okayy!" from behind the counter) and Cardi B (who chimes in with her own signature "Okurrr!") The "I Like It" artist struts in through the front entrance, snatches a bedazzled can of Pepsi from the counter and seats herself at the booth As Cardi taps the can with her long, on-brand nails, Carell confirms that both the waiter and customer have learned that they want a Pepsi Now, all he needs to is get an OK catchphrase of his own 40 Expensify Super Bowl 2019 TV Commercial, 'Expensify This' Featuring Chainz, Adam Scott https://www.ispot.tv/ad/IS1R/expensify-super-bowl-2019-expensify-this-featuring-2chainz-adam-scott In the middle of his "Expensify Th!$" music video, Chainz shows off his icy hot rod running on a seafood tower and housed in a misty garage populated by golden dancers However, this typical day in the life of a baller is interrupted by the rapper's record label financier, Adam Scott, who requests paper receipts for everything on set that he wants reimbursed Chainz replies that he can just use Expensify to snap a photo of them instead After all, he wasn't born to expenses 41 Bud Light Super Bowl 2019 TV Commercial, 'Special Delivery' https://www.ispot.tv/ad/IS1y/bud-light-super-bowl-2019-corn-syrup-journey When a shipment barrel of corn syrup is delivered by mistake to the Bud Light kingdom, its king searches for its rightful owner The king recalls that Miller Lite brews its beer with corn syrup, so he and his bunch set off During their journey, they set up camp and ensure they know their emergency plans Upon arriving at the Miller Lite castle, they learn that the kingdom had already received its corn syrup shipment The troop then embarks on a XIII frightening leg of their tour on their way to the Coors Light castle where they endure stormy seas and lightning storms Miller Lite's kingdom graciously accepts the syrup 42 PetComfort by WeatherTech Super Bowl 2019 TV Commercial, 'Scout' https://www.ispot.tv/ad/IS1K/petcomfort-by-weathertech-super-bowl-2019-scout Scout the dog takes a stylish strut with his human companion through the labs of WeatherTech's American factory, passing by the mechanical arms and engineers working on the company's signature vehicle floor liner However, this pup's got something a little more personal in his sights He bolts down a dark corridor and uses his paw to summon a pet-populated elevator, taking them all straight to the PetComfort level At this research and development center, scientists work to craft nontoxic, NSF-certified animal feeding systems free of lead and mercury PetComfort by WeatherTech asserts that its "doing it right, in America." 43 Doritos Super Bowl 2019 TV Commercial, 'Now It's Hot' Feat Chance the Rapper, Backstreet Boys https://www.ispot.tv/ad/IS1S/doritos-super-bowl-2019-now-its-hot-feat-chance-the-rapperbackstreet-boys After tasting Doritos' flamin'-hot take on its original Nacho Cheese flavor, Chance the Rapper decides to add a spicy twist to another classic The tarmac from the Backstreet Boys' "I Want It That Way" music video gets a hip-hop update with some extra coats of pastel paint, pink-clad dancers and some fresh verses from Chance himself And guess who's back? A puff of colorful smoke clears away to reveal the boy band back together again, rocking bright outfits and joining the rapper in a recreation of their iconic dance moves Just like Doritos' snacks, this pop hit has become even hotter ―Ooh, hot stuff all over my nachos Walkin' like a taco Drivin' over potholes (Tell me why) Hotter than a pot roast Fingers on my hot chips Red-handed, c'mon man, now I'ma need some chopsticks (Tell me why) Quiet, leave the house when I'ma need another outfit Flyer than a maggot on a wall inside a cockpit Speaking of desire, man you preachin' to the choir, man My tongue is doin' fine, but the roof is on fire.‖ 44 Olay Super Bowl 2019 TV Commercial, 'Killer Skin' Featuring Sarah Michelle Gellar https://www.ispot.tv/ad/IS1G/olay-super-bowl-2019-killer-skin-featuring-sarah-michellegellar XIV Super Bowl LIII offers the opportunity for getting cozy on the couch, but this lurking figure might make people think twice about that He stands in the rain outside the house of Sarah Michelle Gellar and her significant other before springing into action The lights flicker out, and the masked madman appears before the panicked couple They make a break upstairs, barricading themselves in the bedroom and desperately attempting to call for help Their plans are frustrated, however, when Gellar is unable to unlock her phone via facial recognition, which she attributes to Olay's revitalizing formula transforming her skin She draws her boyfriend's attention to a pre-treatment photo of her from 28 days ago, and both he and the maniac who just burst into the room are equally impressed at her killer skin The villain even remarks, "You could be a movie star!" 45 Turkish Airlines Super Bowl 2019, 'The Journey' https://www.ispot.tv/ad/IS1B/turkish-airlines-super-bowl-2019-teaser-the-journey-ii A spy boards a Turkish Airlines flight to surveillance on a person of interest After snapping a couple photos of her target, her agency demands that she gets clearer pictures to confirm the person‘s identity Upon arriving in Istanbul, Turkey, the agent continues to carry out her mission, trying her best to hide in plain sight In honor of its 85th anniversary,Turkish Airlines has the full version of the Ridley Scott film on its website 46 Hyundai Super Bowl 2019 TV Commercial, 'The Elevator: Shopper Assurance' Featuring Jason Bateman [T1] https://www.ispot.tv/ad/IS1T/hyundai-super-bowl-2019-the-elevator-shopper-assurancefeaturing-jason-bateman-t1 When a couple shopping for a new car enters a packed elevator, bellhop Jason Bateman immediately knows they're going down WAY down During their descent, other passengers get off for root canals, jury duty and the middle seat on a disease-ravaged plane, all preferable to the fate that awaits the unfortunate auto shoppers As awful as having the birds-and-bees talk with your dad or attending a vegan dinner party complete with "beetloaf" might seem, they are mere inconveniences compared to the dilapidated car lot cluttered with flashy signs and inflatable tube dancers that lies at the very bottom of their journey However, Hyundai is trying to keep things elevated, and as soon as Bateman realizes the couple are using the auto maker's Shopper Assurance program, he sends them all skyrocketing to the top floor, which features a showroom displaying a shiny Hyundai Palisade XV 47 Bumble Super Bowl 2019 TV Commercial, 'The Ball Is in Her Court' Feat Serena Williams, Song by Rita Ora https://www.ispot.tv/ad/IS16/bumble-super-bowl-2019-the-ball-is-in-her-court-feat-serenawilliams-song-by-rita-ora (all women) rom the time she was a young girl, Serena Williams never had much patience for people telling her to wait "If I waited to be invited in, I never would have stood out," the tennis champion says Williams teams up with Bumble and an all-female production crew to encourage other women to make the first move in work, in love and in life with the app's Bumble Bizz, Bumble Date and Bumble BFF features In the wake of every competition, business venture and relationship she has faced, Williams continues to assert that women don't need to be given power "We already have it." 48 M&M's Super Bowl 2019 TV Commercial, 'Bad Passengers' Featuring Christina Applegate https://www.ispot.tv/ad/IS15/m-and-ms-super-bowl-2019-bad-passengers-featuringchristina-applegate Christina Applegate drives down a suburban street in her minivan, attempting to quell the riotous commotion coming from the back seat The fighting escalates to the point where she threatens to break the rowdy seatmates apart if they can't keep their feet to themselves Eventually, the actress reaches her breaking point, slamming on the breaks and threatening to eat all of her passengers alive! The quarrelers, revealed to be the M&Ms trapped inside the M&Ms Chocolate Bar, say they "prefer the break-us-apart option." 49 BON & VIV Spiked Seltzer Pear Elderflower Super Bowl 2019 TV Commercial, 'The Pitch' https://www.ispot.tv/ad/IS11/bon-and-viv-spiked-seltzer-pear-elderflower-super-bowl2019-the-pitch Mermaids Bonnie and Vivian are being thrown into the literal shark tank as they conduct an underwater pitch for their BON & VIV Spiked Seltzer Wielding a trident decorated with fruit and flora, the duo highlights the botanical pairings and lack of sugar in their hybrid beverage It might seem fishy, but the enchanted entrepreneurs summon a school of sea life to drive home the message that "the myth is real!" The carnivorous crowd of investors is all in, and a debate breaks out among the sharks regarding who can put forward the juicier offer XVI 50 McDonald's Cheesy Bacon Fries Super Bowl 2019 TV Commercial, 'Fry Show' Ft Ken Jeong, J.B Smoove https://www.ispot.tv/ad/IS1o/mcdonalds-classics-with-bacon-super-bowl-2019-baconovation-feat-ken-jeong-jb-smoove While marveling over the taste of McDonald's Cheesy Bacon Fries, J.B Smoove and Ken Jeong debate about what makes the savory side so delicious J.B says it's all about the fries that simply feature bacon However, Ken counters that it's the bacon that will bring the fries to a whole new audience When they're unable to come to an agreement, Ken begins a bacon ovation to make his point clear For a limited time, McDonald's invites you to find out for yourself if this is the best thing to happen to its classics or to bacon 51 Coca-Cola Super Bowl 2019 TV Commercial, 'A Coke Is a Coke' https://www.ispot.tv/ad/IS1Y/coca-cola-super-bowl-2019-a-coke-is-a-coke To paraphrase Gertrude Stein, "A Coke is a Coke is a Coke." During Super Bowl LIII, the soda giant draws together all the different kinds of people who enjoy its drinks, from astronauts to artists and even Sasquatches! The bottles might look alike, but the folks who enjoy them come in all shapes and sizes The stars, chefs and farmers who crack open a can when it's hot outside might have different views and different hearts, but Coca-Cola devotes its pre-game spot to proclaiming, "Different is beautiful And, together is beautiful, too." 52 Pizza Hut $5 Lineup Super Bowl 2019 TV Commercial, 'Level Up With the $5 Lineup' https://www.ispot.tv/ad/IS1k/pizza-hut-5-lineup-super-bowl-2019-level-up-with-abe He might have been born in a log cabin, but Abraham Lincoln can still apply some simple math In this Super Bowl LIII spot, the 16th president says each one of the items from Pizza Hut's $5 Lineup only costs one $5 bill (featuring a pretty familiar-looking gentleman on the front) However, ol' Honest Abe might want to pay less attention to economics and more attention to the game he's playing with his son who informs his father, "You're dead!" before the Union leader slaps the controller out of his hand 53 Pizza Hut $5 Lineup Super Bowl 2019 TV Commercial, 'Get All the Wings' https://www.ispot.tv/ad/IS1V/pizza-hut-super-bowl-2019 It's Super Bowl LIII, and even Abraham Lincoln is getting into the spirit! While his friends are over by the TV pigging out on items from Pizza Hut's $5 Lineup, the 16th president XVII explains that each of those dishes, including eight wings, costs merely one portrait of "yours truly" (or, as it's also known, a $5 bill) Despite what his sarcastic pal Dave thinks, this is INDEED a cool story! 54 The UPS Store Super Bowl 2019 TV Commercial, 'Every Ing on a Date https://www.ispot.tv/ad/IS2e/the-ups-store-super-bowl-2019-speed-dat-ing Talking about one's career is standard dating procedure However, in this Super Bowl LIII spot, a cheery employee of The UPS Store takes it to another level when she names all the services, or "-INGs," the company offers This includes but is not limited to printing, packing, binding and, as most people know, shipping Even the janitor who appeals to the woman's "shipping" interest seems deterred by her career-driven rant 55 NFL Super Bowl 2019 TV Commercial, 'It's Time' https://www.ispot.tv/ad/IS2P/nfl-super-bowl-2019-its-time A high-school football team sets the scene for Super Bowl LIII As they chant the chorus of "We Ready" by Archie Eversole, the Los Angeles Rams and New England Patriots prepare to battle Are you ready? 56 Rakuten Super Bowl 2019 TV Commercial, 'How Do You Say "Rakuten"?' https://www.ispot.tv/ad/IS2a/rakuten-super-bowl-2019-pronunciationchallenge Rakuten says it's the shopping site that gives you cash back But, this Super Bowl LIII ad shows that some people can't seem to figure out how to pronounce the name The company sets up a machine that rewards people with briefcases of money whenever they correctly say "RACK-uh-ten." It's time to celebrate! 57 The Washington Post: Democracy dies in darkness https://www.ispot.tv/ad/IS6j/the-washington-post-super-bowl-2019-democracy-dies-indarkness The Washington Post covers major events that shaped history across the globe, like the battle of Normandy, Civil Rights marches, the moon landing and the California wildfires As these powerful images and video clips are shown, the newspaper says that there are always those who are there to collect the facts and tell the stories no matter the cost The Washington Post takes time to honor journalists who have laid down their lives in the search of truth as they say that knowing keeps everyone empowered XVIII ... REPRESENTATION IN SUPER BOWL COMMERCIALS (Chân dung nam giới quảng cáo Super Bowl) M.A MAJOR PROGRAMME THESIS Field: English Linguistics Code: 8220201.01 Supervisor: Hoàng Thị Hạnh, PhD HANOI – 2020... representation in Super Bowl commercials 77 4.6.2 The dualism of male representation in Super Bowl commercials 79 4.6.3 Stereotyped vs multi-dimensional male representation in Super Bowl commercials... it 2.1.2 .Super Bowl commercials Super Bowl commercials are chosen for this study on the grounds of their unparalleled influence on American audience and people around the world Super Bowl advertising