Super Bowl and Business

Ben Amato | Educational consultant

"Advertising is the greatest art form of the twentieth century."
Marshall McLuhan (1976), Canadian social scientist

Expository Writing - ELA Standards 1, 3 and 4

Our nation's obsession with football has allowed businesses to reach hundreds of millions of people with their commercials. The competition between the advertisers is just as fierce as the action on the playing field and actually more money and prestige is at stake. Today's lesson looks at the extremes businesses will go to for their "name" to reach the fans, and their "hands" to reach into the viewer's pockets.

Television Component
The CW 11 News at Ten had a story about the commercials that aired during this year's Super Bowl. View the video twice and then answer the Multiple Choice questions.

Newspaper Component
Today's Newsday contains two stories exploring the extremes that business will go to in order for their advertising to reach their customers. Read the story "Caterer picks up the tab for 150 Super Bowl parties" and then the article "Super Bowl XLII sets ratings records." Using the facts and details it contains, complete the Comprehension Crossword Puzzle.

Language Arts Component
Critical lens

"Advertising is legalized lying." --H.G. Wells

The Super Bowl is a wonderful example of the extremes in advertising. On the national scale, millions are spend on 30 second ads. Locally, business owners run promotions that cost thousands. Both are using sports and hype to sell their products.

Situation
Based upon the details in the articles, the video clips and your own feelings about the sports and advertising, write an EXPOSITORY ESSAY about the significance of the Super Bowl and the way it is used to sell America products.

The Nature and Structure of an EXPOSITORY ESSAY
An EXPOSITORY ESSAY is a form of writing in which things are explained and described. The goal of this style is to inform the reader of some event, issue or discovery. Typical of all formal styles of writing, this essay will follow a set pattern of 3 paragraphs.

INTRODUCTORY PARAGRAPH

Expository essays begin with the TOPIC, where in short, direct sentences the issue or event is explained. Details about the SETTING and CAST are presented next. These sentences tell WHO the major players are and WHERE the story is being played out. The final sentence of this section is where the writer presents his/her OPINION on the issue. This is a "grabber" that makes the reader want to read the rest of the essay.

BODY PARAGRAPH
This section concerns the details of the issue. Using the information from the article and video clips, the writer should present the facts in a strong, direct manner. It is best to arrange details in an ORDER OF IMPORTANCE. Place the more significant details at the start of the essay and the lesser ones later in the paragraph. The aim of an expository essay is to inform the reader, but the writer should also try to bring the reader to their opinion by using logic and the evidence.

This section may be longer than just one paragraph, depending on how many facts and details are gathered from the article and television news story. Use the Comprehension Crossword Puzzle and the answers to the Multiple-Choice Quiz as a resource so you can make sure all the important facts have been included.

CONCLUSION
The final section of an expository essay should drive home the opinion of the writer. Repeat the TOPIC in a short, clear phrase and then answer a few questions expressing your own thoughts on the situation. How important are sports to the public? Is the Super Bowl really super? Why do advertisers use this event so much? Is the money spent on ads really worthwhile? End this section with a prediction, a look ahead at the topic and how it may evolve. What will ads be like in the future?