Super Bowl XLIX is going to be the Daddy Bowl, according to advertising expert
The University of Georgia Grady College of Journalism and Mass Communication has several faculty members in its advertising and journalism disciplines prepared to provide commentary on the advertisements aired during the Super Bowl football game Feb. 1. They also have faculty through its Grady Sports Media program available to comment on the game of football.
Advertising and journalism faculty members ready to comment include:
Elaine Lin
Lin is an assistant professor of advertising and teaches advertising media planning, digital and social communication strategies, and consumer psychology.
Expertise: advertising message strategies, digital and social strategies, social TV, fandom and brand love.
Contact: 706-688-9707 (mobile), jhlin@uga.edu
“Super Bowl advertising is still a big brand event that drives massive engagement,” she said. “Commercials we see have changed over the years, campaigns have transformed from promoting diversity (e.g., Coca-Cola) from last year to featuring dads (e.g., Dove) this year-yes, XLIX is going to be the Daddy Bowl! Also, brands are working harder than ever to leverage social media interaction before the game. For example, Newcastle's ongoing Super Bowl ambush campaign has been successful for getting social buzz even though the brand is not running a national spot. We should also expect to see more ad campaigns on multiple digital and social platforms, such as Volvo's interception effort #VolvoContest on Twitter. More social media interaction should create a more meaningful brand experience.”
Bart Wojdynski
Wojdynski is an assistant professor of journalism and teaches multimedia journalism, interactive media, and psychological effects of communication technology courses.
Expertise: second-screen viewing habits, including interacting with Twitter and Facebook while watching television.
Contact: 919-265-4003 (mobile), bartw@uga.edu
“Viewing sports at home is now a multi-screen experience-people are watching while engaging on Twitter and Facebook,” he said. “It's not as a means of ignoring the main event. Instead, many viewers want to find additional information or statistics than what they are getting in the main broadcast. They want to contribute real-time commentary on social media and discussion boards to feel a part of the bigger community. The Super Bowl is expected to drive major Twitter and Facebook interaction.”
Jooyoung Kim — Kim is an associate professor of advertising and teaches on the topics about advertising campaigns, global advertising, and quantitative research methods. He can provide expert commentary on advertising engagement and consumer emotion.
Contact: jykim@uga.edu; 706-206-2657 (mobile)
Karen King — King is a professor of advertising and teaches about advertising media planning, advertising campaigns and advertising research. Prior to joining Grady College, King worked at FCB in Chicago as a media buyer/planner and a research supervisor. King can provide insight on pricing, media planning (why companies advertise during the Super Bowl), strategy, and use of social media in advertisements.
Contact: king.karenw@gmail.com
Peggy Kreshel — Kreshel is an associate professor of advertising who teaches about advertising in society, media planning, and media culture and diversity. Her research interests include ethics, advertising history, gender issues in mass communication and consumer culture, women's studies and cultural studies. Kreshel can speak on a number of social justice issues in advertising, including gender issues and portrayals of men, women and children in advertising.
Contact: kreshel@uga.edu; 706-543-6229 (home)
Tom Reichert — Reichert is an advertising professor and head of the department of advertising and public relations at the Grady College. He's authored or edited eight books and numerous articles about advertising-including controversial uses of sexual appeals in advertising. He can add insight about how controversial appeals influence audiences, especially during the Super Bowl.
Contact: reichert@uga.edu; 706-410-0116 (mobile)
Grady Sports Media faculty members ready to comment about a range of related topics to the game including media presentation of the game, players and coaches avoiding the media and Deflate-gate are:
Vicki Michaelis — Michaelis, the Carmical Distinguished Professor in Sports Journalism and director of Grady Sports Media, is recognized as an expert in sports media and topics involving the interplay of sports and media in society and the Olympics. Prior to joining Grady, Michaelis spent 12 years as the lead Olympics reporter for USA Today and her journalism experience includes covering the NFL through USA Today's Denver bureau.
Contact: vickim@uga.edu, 303-667-3707 (mobile)
David Welch Suggs, Jr. — Suggs, an associate professor of journalism and co-creator of the new Grady Sports Media Certificate program, is recognized as a leading expert on policy issues in college athletics, stadium and arena issues and women's sports. He is a former associate director for the Knight Commission on Intercollegiate Athletics and he has written about sports for the Kansas City Star and the Chronicle of Higher Education.
Contact: wsuggs@uga.edu, 706-363-0752 (mobile)
Author: Sarah Freeman, 706-201-5373, freemans@uga.edu