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January
24-26, 2008
School of Journalism and Mass Communications
University of South Carolina
Columbia, South Carolina, USA |
The Super Bowl.
The Academy Awards. Season finales of popular sitcoms and
dramas.
Even in this age of TiVo, podcasting and an increasingly
fragmented media environment, there are major moments when
viewers gather to watch the drama unfold on the new secular
altar: the big screen TV.
Ad Bowl Symposium II will explore
the way advertisers have used epic programming to reach the
masses in an otherwise fragmented market. Papers will explore
a broad range of topics including: the sponsorship of championship
games; product placement in season finales of shows such as
Survivor and The Apprentice; and the dichotomy of communal
TV versus targeted media. |
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Quick
Links
Conference Registration (pdf)
Accommodations
Ad
Bowl Symposium 1 |
Thursday, Jan. 24 |
|
| 5:00 p.m. |
Reception at Hampton Inn |
Friday, Jan. 25 |
|
| 10:00 a.m. |
Van picks up guests at the Hampton Inn |
| 10:15 a.m. |
Welcome, Shirley Staples Carter |
| 10:30 a.m. - 12:15 p.m. |
Hurray for Hollywood
“Gender Politics and Product Placement in
the Season Finale of The Apprentice Los Angeles,” Tricia
Farwell
“Writer’s Block: How the Writers’ Strike
Has Impacted Advertising,” Lynn Zoch and Hilary
Fussell Sisco
“Al Gore, Global Warming and ‘Idea Placement’ at
the 2007 Academy Awards,” Bernard Timberg, Erick
Green and Hsaio Chu |
| 12:15 - 1:15 p.m. |
"Politics as Extravaganza," Charles Bierbauer |
| 1:15 - 3:00 p.m. |
Boys will be Boys
“Southern Fried Advertising: NASCAR meets
Madison Avenue,” Max Utsler and Stuart Esrock
“NCAA Men’s Basketball Tournament: Is
the NCAA Following its Own Rules Regarding Advertisements?” Mark
Nagel
“Brewing Masculinity: Sports Dirt and the Ethos
of Beer Commercials,” Lawrence Wenner |
| 3:00 - 4:15 p.m. |
Still Surviving After 15 Seasons
“The Advertiser Has Spoken: A Comparison of
Season Finales of Survivor 1 and 15,” Bonnie
Drewniany and Lisa Sisk
“Behind the Scenes of Survivor China,” Jaime
Dugan |
| 5:00 p.m. |
Reception at Marketing Performance Group,
911 Lady Street in the Vista |
Saturday, Jan. 26 |
|
| 7:00 - 8:45 a.m. |
Breakfast at Hampton Inn |
| 9:00 a.m. |
Van picks up guests at the Hampton Inn |
| 9:15 - 10:30 a.m. |
The Ultimate Ad Bowl: The Super
Bowl
“Celebrities, Animals, Local News and Pratfalls:
A Content Analytic Look at Televised Super Bowl XLI
Ads,” Amy Graban Crawford
“Diversity in Super Bowl XLI: An Update,” Kenneth
Campbell
"What is She Doing? A Preliminary Analysis of
the Portrayal
of Women in Super Bowl Ads, 1989-2006," Hokyung
Kim
“Who’s Refereeing the Ad Bowl?” Bonnie
Drewniany |
| 10:30 - 11:30 a.m. |
Panel Discussion: The Context of Television
Events: From Theory to Practice," August Grant,
Chris Roberts, Zach Cox |
| 11:30 - 12:30 a.m. |
Lunch |
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