Society & Culture

Super Bowl XLIX is going to be the Daddy Bowl, according to advertising expert

Expect commercials about dads and for the game to be a multi-screen event

Athens, Ga. – 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.

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),

“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),

“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 courses about advertising campaigns, global advertising and quantitative research methods.
Expertise: advertising engagement and consumer emotion.
Contact: 706-206-2657 (mobile),

Peggy Kreshel
Kreshel is an associate professor of advertising who teaches courses 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.
Expertise: social justice issues in advertising, including gender issues and portrayals of men, women and children in advertising.
Contact: 706-543-6229 (home),

Tom Reichert
Reichert is an advertising professor and head of the department of advertising and public relations in the Grady College. He’s authored or edited eight books and numerous articles about advertising-including controversial uses of sexual appeals in advertising.
Expertise: how controversial appeals influence audiences, especially during the Super Bowl.
Contact: 706-410-0116 (mobile),

UGA Grady College
Established in 1915, the Grady College of Journalism and Mass Communication offers undergraduate majors in journalism, advertising, public relations, digital and broadcast journalism and mass media arts. The college offers graduate degrees, and is home to the Peabody Awards, internationally recognized as one of the most prestigious prizes for excellence in electronic media. For more information, see or follow @UGAGrady on Twitter.