USC advertising students assess Super Bowl ads

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By Jonathan Oh

COLUMBIA, S.C. (AP) — Some 100 students from an advertising class at the University of South Carolina are gathering to watch the Super Bowl and critique its commercials.

Students in the School of Journalism and Mass Communications use special remote controls Sunday to evaluate commercials on likeability, persuasiveness and brand identity.

Advertising professor Bonnie Drewniany says the class picks a winning commercial. The ad team that created the spot wins the "Cocky Award," and is invited to campus to share how they made the commercial.

Past winners have included Volkswagen's depiction of a youngster playing Darth Vader in "The Force," and last year's Bud Light commercial with rescue dog "Weego," who delivers bottles of beer.

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