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2007 - NCA 93rd Annual Convention Pages: 26 pages || Words: 6141 words || 
1. Carveth, Rod. and Ferraris, Claire. "“ is no Valentine Gift”: Snickers’ Super Bowl Ad and Benoit’s Image Restoration Discourse" Paper presented at the annual meeting of the NCA 93rd Annual Convention, TBA, Chicago, IL, Nov 15, 2007 Online <PDF>. 2019-12-09 <>
Publication Type: Conference Paper/Unpublished Manuscript
Abstract: This paper first reviews the arguments brought forth by GLAAD, the HRC and other critics as to why they believed the Snickers campaign that first aired durign the 2007 Super Bowl was homophobic. Second, using Benoit’s Theory of Image Restoration Discourse, we discuss Masterfood’s efforts to manage their corporate image in the wake of the controversy. Finally, we discuss the implications of the controversy for the advertising industry.

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