The Super Bowl is just over two weeks away and brands have already paid out millions to have their commercials and ads featured in "the big game."
Michigan Marketing Professor Marcus Collins expands upon the cultural significance of iconic ads even when they "don't turn into commerce right away," listing off cultural relevance and talent recruitment as key drivers for companies.
"Advertising through the Super Bowl, they are signals of what is culturally relevant today because good advertising actually acts as cultural product, actually acts as cultural production," the For The Culture author says. "They're not just talking about the value proposition, but they are signaling what's normal for people like us — so expect a lot of celebrities... music... expect a lot of fun."
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