The commodification of affections among Taylor Swift's and Travis Kelce's fan communities and the Cetaphil Super Bowl 2024 advertisement

Authors

DOI:

https://doi.org/10.3983/twc.2025.2845

Keywords:

Fans, Fandom, FSNNA 2024

Abstract

The Super Bowl 2024 Cetaphil commercial, influenced by the Taylor Swift–Travis Kelce relationship, shows how the media not only exploits the closeness between fans of different worlds but also uses the commodification of emotions to sell a positive experience associated with product consumption.

Author Biographies

Laís Limonta Gonçalves, Federal University of Ouro Preto (UFOP)

Postgraduate Program in Communication, Federal University of Ouro Preto (UFOP), Mariana, Minas Gerais, Brazil.

Gabriela Lopes Gomes, Federal University of Ouro Preto (UFOP)

Postgraduate Program in Communication, Federal University of Ouro Preto (UFOP), Mariana, Minas Gerais, Brazil.

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Published

2025-03-14

Issue

Vol. 45 (2025): Sports Fandoms

Section

Multimedia

License

Copyright (c) 2025 Laís Limonta Gonçalves, Gabriela Lopes Gomes

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

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