Students at the University of South Carolina will rate the commercials during the Super Bowl for a ninth straight year.
Cocky’s Super Ad Poll ranks the commercials based on likeability, persuasiveness and brand identification.
USC Professor Bonnie Drewniany teaches a class of 100 students devoted to Super Bowl advertising.
“The Super Bowl is really such a part of our popular culture and in the course we actually look at the evolution of the ads and how they reflect society,” she said.
Drewniany said the course is one of the most popular in the School of Journalism.
“I think they gain a greater appreciation of the advertising process and really understand how it really is a part of our culture.”
The winning commercial will receive the Cocky Award, which Drewniany said is well-known in the advertising industry.
“If you were to pay a surprise visit to any of these ad agencies (that won), you actually see the Cocky Award front and center.”
Drewniany said people enjoy the Super Bowl commercials because they’re the best ads of the year.
“The average person knows that they’re going to be entertained in the evening by watching the ads,” she said. “People are expecting to laugh and cry as they watch the commercials.
“They’re often new product introductions or new campaign introductions. A lot of money is put behind them to make sure that they stand out from the regular commercials.”
Interest in the commercials increased after Apple released its Orwellian themed ad for the Macintosh Computer during the 1984 Super Bowl.
“This was the first time the media treated it as a news item,” she said. “All three networks at that time in 1984 stopped what they were doing and covered the commercial because it was so different.”
The public can also vote in Cocky’s Super Ad Poll on the USC Website.