News Item
"Daily Mail" featured Pace University's Lubin School of Business marketing professor Larry Chiagouris in "Super Bowl ads speak more to women, female empowerment"
"Daily Mail" featured Pace University's Lubin School of Business marketing professor Larry Chiagouris in "Super Bowl ads speak more to women, female empowerment"
...According to a survey by the research firm 3Gem, some 77 percent of viewers say politically charged ads for the Super Bowl are not compelling, while 60 percent said a funny ad made them more likely to buy a product.
Pace University marketing professor Larry Chiagouris said it may be bad strategy to advertise female empowerment rather than doing something about it.
"Brands would be wise to practice what they preach and put more women in C-suite offices or make better products for women rather than talking about it in a commercial," Chiagouris said.
"Why is a brand of toothpaste an arbiter of social values? What brand doesn't stand for empowerment?"
Chiagouris said he believes brands will eventually move away from social and cultural messages and find other creative ways to stand out.
"I suspect there will be some backlash to these ads and we will see a turn back to the entertainment value of the messages we had in past years," he said.
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