Looking at Super Bowl Ads Through the Lens of ‘Femvertising’
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ABC News(NEW YORK) — A video showing a group of 16-year-old girls viewing — and scoring — a selection of Super Bowl commercials decided some clear winners and losers.
The five teens in the video, created by media company SheKnows for its website, took exception to the Carl’s Jr. ad featuring the “all natural” theme. The girls gave it a 0 out of 10. “I was shocked,” one said in the nonscientific poll. “It’s 2015, are you serious that they’re doing this kind of stuff?” another said.
The project’s part of the SheKnows Hatch program, which “teaches kids media literacy and digital storytelling,” the company said. The company said more women watch the Super Bowl than the Oscars, Grammys, and Emmys combined and, as such, wanted to know how these ads affect teenage girls.
T-Mobile’s Kim Kardashian commercial got a 3 of 10, and the girls, presumably a segment the company would want to target, said the ad didn’t make them want to buy from the company.
Meanwhile, the domestic violence spot got a 9 out of 10, calling it “devastating” and “powerful.” In light of the NFL’s player controversy the girls said the organization “should fire the men who abused their wives.”
And if there was a winner for commercials, Dove would take the prize with a 10 of 10 score from the girls. The company, which already has a solid history of “femvertising,” scored big for its Men Care ad.
“I loved how it’s like what makes a man a man isn’t his motorcycle, and his football, it’s being caring.”
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