credit. that's exactly what some students are doing at usc in columbia, south carolina. watch. >> what's up with the present? >> super bowl ads are the most watched and most expensive commercials on television. they're also a popular topic of study. at the university of south carolina. >> i heard about this cool class that looks at super bowl ads. if fills up really quickly. >> it's not just fun and games, this class explores advertising strategy and how these 30-second vignettes have reflected american society over time. students are also required to and it class on super bowl sunday to evaluate each commercial. >> most pollsters look like likability, so you may like a spot, it may make you laugh, it may make you cry, but it may not make you buy, so we also look at brand identity and persuasiveness.