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Student Research Projects

How Viewers Feel about Live Mas

Student Victoria Pretlow, '13
Faculty Mentor(s) Dr. Lisa Payne
Dr. Kathy Stolley
Department Sociology
Course SOC 480: Senior Research Project

Abstract

This project is a content analysis of YouTube viewer responses to the Super Bowl XLVII’s airing of the “Viva Young,” a Taco Bell Game Day Commercial in 2013. The commercial depicts a group of senior citizens having a night out on the town, which involves a visiting tattoo parlor, drinking, clubbing, and eating at Taco Bell. The group’s activities are overlaid by a Spanish translation of “We Are Young” by the band FUN. This study investigates the social values and attitudes reflected in the ad. Preliminary data analysis finds general viewer approval of the ad and the behavior displayed. The results also show a positive response to this depiction of the elderly. Gender and race did not appear to be of significant interest to viewers. These findings are discussed in the context of the United States’ graying society and Americans’ changing views on the elderly.

 

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