Super Bowl Football Commercials: A Winning Strategy for Teaching Rhetorical Analysis
A little bit touching, a little bit thought-provoking, and a whole lot funny – Super Bowl commercials are rich with material for lessons. Since I’m an English teacher, I see these commercials as the perfect opportunity to cover persuasive appeals, rhetorical devices, literary techniques, and even media choices. I’m sure we all have our favorites for different reasons, but the ones I linked below are the ones I love because I am that nerdy English teacher! I’ve compiled them all in one place for you, so all the research is done. If you haven’t covered Common Core R.7 or SL.2 yet, the Super Bowl would be the perfect opportunity to do so AND make a real-world connection. Your cool teacher rating? 10 out of 10! This Super Bowl Commercials Lesson Plan always “scores big” with my classes!
2013 DODGE “SO GOD MADE A FARMER” WITH PAUL HARVEY NARRATING
Teaching Notes: While Paul Harvey might be an out-of-date reference for most teens today, for older generations, that voice is immediately recognizable – thus, providing a sense of ethos or credibility to the Dodge Ram automatically. Also, the commercial banks largely on pathos or emotional appeal using the techniques of transfer with patriotic images sprinkled throughout and loaded words with lines such as “God made a farmer…. to work hard, to stay up late, to participate on the school board, etc.” Even though it seems that this commercial is targeting only one audience – farmers – it illustrates beautifully the core of the American Dream: hard work. That is a claim that connects with any audience.
BUDWEISER CLYDESDALE “PUPPY LOVE” 2014
Teaching Notes: It seems like Budweiser always tugs at the heartstrings with those beautiful horses every year, and they’ve done it again this time by doubling the cuteness factor. This example actually went on my Top 5 Fav list by request of my students. They loved it, and for good reason. It is dripping with pathos from the adorable puppy to the lyrics of the song. Also, the final call to action screenshot employs a pun, and if it’s punny, I’m a fan! #bestbuds – used to pull together the theme of the commercial and to make that final push of the product. Genius, right?
MONSTER.COM “WHEN I GROW UP” 2008
Teaching Notes: Wow. This is one that really makes you stop and think. Not only is this one an excellent example of pathos, but the underlying dark logic used here with the faulty comparison, “you must go after your dreams or be stuck in a job you hate,” is definitely an “in your face” type approach. Also, important to note is the choice of the black and white color scheme that darkens the mood even further. I like that this commercial works perfectly for an ELA class, but it would also work well in a personal finance class for preparing for your future and goal setting or even for discussion in a human services class.
“CAT HERDING” (2000) EDS.COM
Teaching Notes: I tend to really, really enjoy dry humor and verbal irony, so I had to double-check the funny factor of this one with my students. They agreed that it is a solid choice for funny! When the two cowboys are discussing their “injuries,” I am laughing so hard I can barely breathe – maybe that’s because I can relate to the cat-herding feeling as a teacher some days! This one is definitely tickling the funny bone, which falls into the pathos category, and I also enjoy the metaphor used for the company’s goal of pulling all sorts of information together in one place.
“MIDDLE SEAT” – DORITOS 2015
Teaching Note: This fan-made ad from 2015 is stop, drop, and roll hilarious. If you’ve ever flown, you know that fear of not knowing who is going to be sitting beside you. The struggle is definitely real! I appreciate the creativity here, and it’s a perfect example of situational irony. Of all his antics in this one, it’s hard to choose which one is the most outlandish – maybe the flossing or toe-nail clipping… shudder!
HERE ARE A COUPLE MORE OF MY FAVORITES…
Coca-Cola Make It Happy Coca Cola, 2016
SunTrust, On Up, 2016 (This is my new FAVORITE! Like, really, SunTrust/Truist, you nailed it!)
Fiji, Nature’s Gift, 2017
Honda, Dream On, 2017 (being the yearbook sponsor, this one had to make my list!)
NFL, Inside These Lines, 2017
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