Fifty Years of Super Bowl Commercials,Thirty-Two Years of Spectacular Consumption

Abstract

This article will explore the role and visibility of advertising during the Super Bowl over the years as a model for strategies of modern advertising and the resulting commercialization of US society. It uses the concepts of ‘spectacular consumption’ derived from Guy Debord and the ‘commodity audience’ from Dallas Smythe to frame the commercials’ cultural transformation and influence. The spectacular nature of Super Bowl commercials and the special commodity worth of its audience were not present in the early days of the event, but gained momentum with Super Bowl XVII and its airing of Apple’s ‘1984’ commercial that became mythologized in the advertising industry. After 1984, both the rising inflation-adjusted CPM (‘cost-per-thousand’) and the increased media coverage indicate an increased spectacularization. This also manifested in such phenomena as the influential, decades-long Doritos user-generated content contests and the Greatest Super Bowl Commercials TV specials, and was a forerunner of such post-millennial advertising strategies as branded entertainment and content marketing, all designed to integrate advertising as a legitimate form of entertainment culture and prevent the avoidance of advertising by audiences.     

Development and Initial Validation of the Volition in Exercise Questionnaire (VEQ)

The present study describes the development and validation of an instrument to measure volition in the exercise context. Volition describes an individual’s self-regulatory mental processes that are responsible for taking and maintaining a desirable action (e.g., exercising regularly). The scale structure was developed in an exploratory factor analysis which resulted in a reliable structure of the following six factors: Volitional Inhibition—Reasons, Volitional Inhibition—Postponing Training, Volitional Facilitation—Self-Confidence, Volitional Inhibition—Unrelated Thoughts, Volitional Inhibition—Approval From Others, and Volitional Facilitation—Coping with Failure. A sound theoretical explanation for these six factors is based on the Personal System Interaction Theory. This six-factor structure was also confirmed in a new sample in a confirmatory factor analysis, delivering an 18-item questionnaire with strong model fit and good internal consistency. In addition, the Volition in Exercise Questionnaire showed convergent validity because it was able to predict exercise participation. It showed incremental validity by explaining additional variance to the Sport Motivation Scale’s well-established predictors of exercise participation.     

Sports’ disciplinary legacy and the challenge of ‘coaching differently’

Be empowering. Be athlete-centered. Be autonomy supportive. These are three related topics currently being promoted by sport psychologists and sport pedagogists in an effort to recognize athletes’ unique qualities and developmental differences and make coaching more holistic and coaches more considerate. This has led us to ask, how likely are such initiatives to lead to coaches putting their athletes at the center of the coaching process given that coaches’ practices have largely been formed through relations of power that subordinate and objectify athletes’ bodies through the regular application of a range of disciplinary techniques and instruments [e.g. Barker-Ruchti, N., &; Tinning, R. (2010). Foucault in leotards: Corporeal discipline in women's artistic gymnastics. Sociology of Sport Journal, 27, 229–250; Heikkala, J. (1993). Discipline and excel: Techniques of the self and body and the logic of competing. Sociology of Sport Journal, 10, 397–412; Gearity, B., &; Mills, J. P. (2012). Discipline and punish in the weight room. Sports Coaching Review, 1, 124–134]? In other words, to try to develop athlete-centered coaches capable of coaching in ways that will empower their athletes without also problematizing the discursive formation of coaches’ practices concerns us [Denison, J., &; Mills, J. P. (2014). Planning for distance running: Coaching with Foucault. Sports Coaching Review, 3, 1–16]. Put differently: how can athlete empowerment initiatives be anything more than rhetoric within a disciplinary framework that normalizes maximum coach control? It is this question that we intend to explore in this paper. More specifically, as Foucauldians, we will argue that coaching with greater consideration for athletes’ unique qualities and developmental differences needs to entail coaching in a less disciplinary way and with an awareness and appreciation of the many unseen effects that disciplinary power can have on coaches’ practices and athletes’ bodies.     

Development of a markerless optical motion capture system for daily use of training in swimming

The main objective of this research was to develop a markerless optical motion capture system that can be used for daily use in swimming training. The butterfly stroke was targeted since it is considered bilaterally symmetric in motion. The system consisted of a segmentation process to obtain the participant’s silhouettes and a matching process to estimate the pose of the participant. A variable thresholding method was used to extract the silhouettes to solve non-uniform illumination in the recorded swimming video. Prior to the matching process, the human body was modeled as a series of nine segments to help the matching process. The model was then mapped so that it aligned with the silhouettes, which were investigated by similarity of intensity value. To minimize the degree of freedom in image matching, the available joint motion in the swimming human simulation model was used as a priori information for kinematics data of the swimming motion. As a result, the rotation angle’s correlation coefficients between the references and result of the matching process were around 0.95 for trunk, thigh, shank, upper arm, forearm, hand and 0.78 for head, hip and foot. The rotation angle and the velocity of the center of mass were put into the swimming human simulation model for a dynamics analysis. The simulation results show that the velocity obtained in the experiment corresponded to the fluid force exerted on the lower and upper limbs. Consequently, the proposed system of obtaining the joint motion of the butterfly stroke is suitable for daily training and coaching.     

The effect of acceleration signal processing for head impact numeric simulations

Brain injury research in sport employs a variety of physical models equipped with accelerometers. These acceleration signals are commonly processed using filters. The purpose of this research was to determine the effect of applying filters with different cutoff frequencies to the acceleration signals used as input for finite element modeling of the brain. Signals were generated from reconstructions of concussion events from American football and ice hockey in the laboratory using a Hybrid III headform. The resulting acceleration signals were used as input for the University College Dublin Brain Trauma Model after being processed with filters. The results indicated that using a filter with a cutoff of 300 Hz or higher had little effect on the resulting strain measures. In some cases there was some effect of the filters on the peak linear (8–30g) and rotational measures (1000–4000 rad/s²), but little effect on the finite element strain result (approximately 2–6 %). The short duration and high magnitude accelerations, such as the puck impact, were most affected by the cutoff frequency of different filters.     

Designing,building, measuring,and testing a constant equivalent fall height terrain park jump

Previous work has presented both a theoretical foundation for designing terrain park jumps that control landing impact and computer software to accomplish this task. US ski resorts have been reluctant to adopt this more engineered approach to jump design, in part due to questions of feasibility. The present study demonstrates this feasibility. It describes the design, construction, measurement, and experimental testing of such a jump. It improves on the previous efforts with more complete instrumentation, a larger range of jump distances, and a new method for combining jumper- and board-mounted accelerometer data to estimate equivalent fall height, a measure of impact severity. It unequivocally demonstrates the efficacy of the engineering design approach, namely that it is possible and practical to design and build free style terrain park jumps with landing surface shapes that control for landing impact as predicted by the theory.