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USD Professor: Look for More Humor in Super Bowl Ads

Image Super Bowl 50

VERMILLION, S.D. -- If the buildup to Sunday’s Super Bowl ads are any indication, a lot of them will use humor, according to an assistant professor in the University of South Dakota’s Department of Media & Journalism.

Brandon Nutting said the commercials, which will cost up to $5 million for a 30-second spot, have become so important that brands seem to be teasing them earlier and earlier. The tie between humor and purchase intent has always been murky, but if it helps viewers remember the brand that shows it worked and can be worth every penny, he said.


Nutting said advertisers are also sure to use social media to discuss their brands because such networks have become a major player in the advertising mix.


USD's College of Arts & Sciences offers students a top-notch undergraduate liberal arts education in the humanities, social sciences and sciences as well as graduate programs that have earned USD distinction as a research university by the Carnegie Foundation. The college's more than 22,000 alumni include famous journalists, Hollywood screenwriters, novelists, a Nobel Prize winner, South Dakota governors, attorneys, physicians, justices of the state Supreme Court, distinguished university faculty and international humanitarians.


Founded in 1862 and the first university in the Dakotas, the University of South Dakota is the only public liberal arts university in the state, with 202 undergraduate and 84 graduate programs in the College of Arts & Sciences, School of Education, Knudson School of Law, Sanford School of Medicine, School of Health Sciences, Beacom School of Business and College of Fine Arts. With an enrollment of nearly 10,000 students and more than 400 faculty, USD has a 16:1 student/faculty ratio, and it ranks among the best in academics and affordability. USD’s 18 athletic programs compete at the NCAA Division I level.


Hanna DeLange
USD News