Author's Note

I chose to complete my Senior Thesis on Super Bowl commercials primarily because of my love for football and advertising. As a recent graduate from Endicott College, studying Marketing Communications and Advertising, I found an appreciation for all of the nuances and thoughtful details that go into creating an effective advertisement.

I wanted to expand my knowledge in the field of advertising and what better way to do that than by examining the largest advertising event of the year, the Super Bowl.

I also wanted to tie in my experiences from past internships. I've created advertisements and social media posts that were designed in one way or another to get the attention of potential customers. The goal of advertising is to get inside the mind of the consumer. Super Bowl commercials have 60-seconds to capture people's attention, tell a story, showcase a product, and get the consumer to make some sort of action. I wanted to take a behind-the-scenes look at what people like about commercials, what they don’t like, what impacts their recall, and how Super Bowl commercials have evolved over the years.

As a New England Patriots fan, I've had the blessing of watching them compete in nine Super Bowls. I've been glued to my couch anxiously for the Big Game many times and used the commercials to catch my breath. But when I don’t have a dog in the fight, I look forward to the commercials the most. I wanted to discover what makes Super Bowl commercials so special and to see if the huge price tag is worth it. I also wanted to test whether fans versus nonfans consume commercials differently. Without a doubt, my research has deepened my knowledge in the field of marketing and advertising.

If you have any questions about the research please feel free to contact me, acoss956@mail.endicott.edu