46 Unit 03 | See it. Want it. Buy it. Read the article about advertising during the American Super Bowl1. First decide whether the statements (1–6) are true (T) or false (F) and put a cross ( ) in the correct box. Then identify the sentence in the text which supports your decision. Write the first four words of this sentence in the space provided. There may be more than one correct answer; write down only one. The first one (0) has been done for you. READING 27 1 the Super Bowl: das Finalspiel der US-amerikanischen Footballmeisterschaft Here’s why companies spend millions on Super Bowl ads Careers can be defined by a Super Bowl performance – not just for the players, but also for the actors in the game’s much-anticipated commercials. Companies spend so much on Super Bowl ads chasing the same hope: that people will be talking about them long after the game ends. Take the case of Jesse Heiman, whose face is more familiar than his name. Nerdy and decidedly plump, he had appeared as an extra in countless movies and TV shows. But Heiman’s fame soared during a Super Bowl when he was featured in a Go Daddy ad, kissing supermodel Bar Refaeli as part of the company’s ‘Where smart meets sexy’ campaign. The modern phenomenon of the Super Bowl ad begins in 1984 when Apple aired a 60-second spot titled ‘1984’ that was more short movie than traditional ad. It recreated the atmosphere of George Orwell’s book, with the promise “You’ll see why 1984 won’t be like 1984.” “The industry was moving to a very fast, 15-second kind of world,” says one advertising executive. “That ad was the start of the storytelling genre.” The appeal of the long-form ad grew even as those Super Bowl seconds became ever more expensive. For the last Super Bowl, a 30-second spot cost a record $7 million. Networks can charge advertisers so much because the Super Bowl provides a television program that is watched by a large audience at the same time. Professor of marketing Tim Calkins says, “The Super Bowl can be a great investment. If you want to reach a large portion of the US population quickly, there is nothing quite like the Super Bowl.” It is why these ads try so hard to stand out. “Win the hearts and minds of America. This is what a Super Bowl ad needs to do,” says advertising executive Gretchen Walsh. The success of Super Bowl ads can also be measured in the laughs they get. Typical TV ads deploy humor about 20% of the time, but for the Super Bowl it’s more than 50%. Either way, their goal is sheer awareness. The worst thing that happens to an ad is if no one likes it or hates it. Neutral is death. Statements T F First four words 0 Super Bowl ads can affect actors’ jobs. Careers can be defined 1 Jesse Heiman’s name was well known before his Super Bowl ad. 2 Apple’s 1984 ad was shorter than average ads. 3 The Apple ad was based on a famous novel. 4 Super Bowl ads are expensive because they are so long. 5 Around half of the Super Bowl ads are funny. 6 The biggest disaster is if everyone dislikes your Super Bowl ad. Watch some Super Bowl ads on the internet. Present the one you like best in class. Explain what product it advertises and what makes the ad special. SPEAKING 28 Nur zu Prüfzwecken – Eigentum des Verlags öbv
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