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SBD/Issue 97/Sports Media
Blog Hound: Salesgenie Pulls Panda Ad
Published February 7, 2008
Bloggers discuss the decision by Salesgenie to pull a controversial Super Bowl XLII ad featuring two Pandas speaking with Chinese accents following mounting criticism about the ad being "racially insensitive."
| Portfolio Posted by: Jeff Bercovici |
| “I understand the unwillingness to play into an outrage-based marketing strategy, but let's keep in mind that 97 million people have already seen these ads; they don't exactly need the extra exposure.” |
| Racialicious Posted by: Gregory A. Butler |
| “Now, the SECOND ad, the one with the Chinese pandas, that was heavily stereotypical, but even that add didn’t seem that over the top racist to me.” |
| Cracked.com Posted by: Michael Swaim |
| “Shockingly, the ads that aired were actually watered down versions of CEO Vinod Gupta’s original scripts.” |
| Gothamist Posted by: Pharmer |
| “I agree. It's a lame commercial but I'm not offended but I can see why people would be offended. It's just a commercial. It's not a big deal.” |
| Live Journal Posted by: Reannon |
| “And yet they didn't pull the equally offensive Indian ad?” |
BUILDING THE BUZZ: Sports Media Challenge's Buzz Manager analyzed the online buzz about the Salesgenie.com spot. Bloggers who felt the commercial wasn’t racially offensive were counted as positive, making up 11.54% of the buzz. Bloggers who felt the commercial was in fact offensive, were counted as negative, representing 88.46% of the buzz. Click here for more info. See www.sportsbusinessdaily.com for more information.
- The topic ranked 9 out of 10 on the buzz, indicating a high level of interest.
- Positive sentiment came from bloggers who think Salesgenie.com created the commercial under the idea that “any publicity is good publicity.”
- Negative sentiment stemmed from bloggers who can’t fathom why Salesgenie.com or Fox aired the ad. These fans think the willingness to show a commercial with stereotypical behavior during the highly viewed Super Bowl is an indication of how racial issues still affect the country.
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