Controversial Advertising: Super Bowl

Controversial television advertising has always caused a moral dilemma. Television commercials during the Super Bowl, one of the most watched television programs, walk a fine line between appropriate and inappropriate. However, there are quite a few varying opinions regarding the controversial advertisements. Controversial television advertisements that air during the Super Bowl generate millions of dollars, entertain the viewers, and stir up many a conversation. The viewers that seek to censor controversial advertising during the Super Bowl should consider censoring their own televisions.

Reported by NFL.com (2007), there were 93.2 million viewers that tuned in to watch one single television program on February 4, 2007. Super Bowl XLI has taken the honor of now being ranked the third most watched television program in the United States of America. This now follows Super Bowl XXX and the series finale of M.A.S.H. Because of the high volume of viewers, advertising during one of these events has now become prime real estate with a prime price tag to match. This, however, does not scare away the top advertisers.

Networks demand top dollar for advertisements during the Super Bowl. Commercials during this year's Super Bowl reached the pinnacle of 2.6 million dollars per 30-second spot (LaMonica, 2007). This surpassed last year's 2.5 million dollars. This has been a steadily growing trend. The Super Bowl XXX in 1996 was reported to bring in one million dollars per 30-second ad. The fact that Super Bowl ads have doubled in price in 10 years highlights the fact that the advertisers are willing to do anything to put their product in the public eye, regardless of the high controversy.

The 1st Amendment of the Constitution guarantees free speech. However, there are quite a few people who believe television advertising during the Super Bowl should be censored. Parents, teachers, and self-appointed watchdog groups are often the instigators when it comes to censoring television advertising for the Super Bowl. They believe that children should be able to watch the game without the distraction or discomfort of scantily clad women and sexual innuendos. However, parents need to embrace the fact that the children are going to see these things outside of their home when the parents are not around to answer questions. Viewing these controversial advertisements with children can be beneficial. This can bring subjects up that would not ordinarily come up in conversation. Parents can use this opportunity to teach their children good moral beliefs. This leads to strong parent-child bonds and the children will learn to take from the commercial what they want.

The level of decency can be a matter of perspective, depending upon cultural background. European countries are known for their openness and nudity on their television commercials. This has led to European children typically growing up with strong morals. By seeing nudity and sex on television, they become aware that it is a completely natural thing. Maybe reporter Steves (2005) put it best, by saying, "I wish I could answer, but I don't know why. Could it be that by allowing nudity and promoting sex education, Europeans create an open atmosphere that allows social problems to be treated, not just hidden"(¶ 16). American children tend to grow up with censored television and the idea that all sex is dirty or immoral. This makes some wonder if American children have a more prudish body image than those in a more open-minded country.

Controversial television advertising certainly works. Journalist Hartlaub (2007) stated, "A good Super Bowl might get lost in your memory, but a good Super Bowl ad will be embedded in your brain for years to come" (¶ 4). There are just as many viewers who watch the Super Bowl for the commercials as there are for the game. Some would argue that not everyone watches for controversial ads, but the number of complaint letters to the networks show that the commercials are being watched by those opposing the controversy. Those who are appalled by these notorious ads watch them fastidiously in order to critique them. One such viewer wrote a letter to CBS claiming that he feels betrayed by a brand that he once trusted. In an ad for Snickers candy bar, he saw two men nearly kiss (Triplett, 2007). He may argue that he will never have a Snickers bar again, but will this ad that has affected him so, actually stop a future craving? A common guess may be that he will forget about this betrayal and eat a Snickers bar once again.

Fierce competition among advertising companies means the level of controversy is constantly escalating. Because there is so much money invested in the television spot, there is tremendous pressure for the commercial to be a success. Advertisers spend most of their budget on airtime itself, so production values are often low and controversy gives bang for the buck. Several companies even hold contests that give amateurs the chance to use their own ideas for the commercials. The commercials are then voted for online. This year Doritos did just that, and it proved successful. Two of these amateur-filmed ads were ranked in the top six of the IAG Research poll, and one of them cost a mere 13 dollars to produce (Petrecca, 2007). One of the Doritos ads suggests a sexual act between a checkout girl and a customer, behind the register. This is a far cry from the usual guys watching sports and eating Doritos ad.

The popularity of these advertisements feeds on itself because more people watch because of the ads, so ads in turn are watched by more people. This is the snowball effect of controversial television advertising. The major television networks are famous for censoring advertisements because of the racy content. This, however, only brings more publicity to the advertiser. This year, GoDaddy.com paid for two advertising spots during the