The evolution of Super Bowl commercials began in 1984, when Apple released an advertisement that caught the attention of viewers (Saha 2022). This changed the way advertisements and commercials have been displayed and portrayed during the Super Bowl. Consumers today expect these commercials to be unique and more entertaining, given the high stakes. The typical thirty second to one minute commercial advertisement aired during the game costs companies around seven million dollars to air (Sutelan 2023). The stakes are high for these companies to display the best of the best for their brand during the Super Bowl year in and year out.
As mentioned, a popular and common advertisement seen aired during the Super Bowl is that of liquor and beer. Alcohol and even more specifically beer tends to be associated with sports and the biggest football game of the year is no different. A 2017 study shows that thirteen percent of all Super Bowl commercials referenced or displayed alcohol (MacLean et al. 2017). I examined these alcohol advertisements aired during the Super Bowl with a focus on the gender stereotypes seen and displayed within the commercials to not only access gender stereotyping but a to look for a change over time as well.