2. Introduction Marketing strategies are often used in television advertisements to create a psychological response on its viewers. Usually the response the companies are looking for are of low self-esteem; among these, fear, lack and desire. In the most important advertising event of the year the strategies are not only used, but also hidden and reinforced so the viewer’s response is even stronger.

3. Original Research 1 As part of my Original Research I did a Content Analysis of all the Super Bowl Advertisements from 2010 to 2012. Men82% Women65% Fantasy80% Narratives55% Metaphors62% Fear52% Lack84% Desire92%

4. Original Research 2 10 focus groups. 3 person each. I have done 6. 12 advertisements. 4 of each year. Until now I’ve got responses like: Bud Light Asteroid 2010: “Funny, I like the fact that it is like a story” Fiat 500 Arbath 2012: “OH MY GOD THIS IS GOOD. It targeted the audience right on the spot. I want to buy it” Chevrolet Camaro Miss Evelyn 2011: “I like it. Creative way of including women” Chevy Happy Grad 2012: “FUNNY!, hahaha. The use of a normal situation makes it more desirable” (It was not a normal situation)

5. Conclusion Super Bowl advertisements use as their predominant strategies fantasy, metaphors and narrative to create fear, lack and desire. This tries to create low self-esteem in the viewer. The ads are primarily addressed to either young men or men in a middle age crisis.