The Independent Voice of Southern Methodist University Since 1915

The Daily Campus

The Daily Campus

The Independent Voice of Southern Methodist University Since 1915

The Daily Campus

The Independent Voice of Southern Methodist University Since 1915

The Daily Campus

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CBS shows poor judgement in ad policy

It is a truth universally acknowledged that no one really watches the Super Bowl because they want to watch football, except maybe the rabid fans of the two teams actually playing in the game.

For it has become tradition in America not to watch the game, but rather the commercials, which have taken on a persona of being the funniest, best commercials that a viewer can expect all year. Advertisers have heeded this call, bringing forth beer commercials full of scantily clad women and food advertisements rife with wisecracking jokes.

It’s a sacred American tradition.

This year, however, the television network airing the Super Bowl, CBS, is allowing a different type of commercial to air. Conservative group Focus on the Family will air an anti-abortion ad featuring Florida quarterback Tim Tebow.

The ad recounts the story of Pam Tebow’s decision to continue with a pregnancy after she had become sick during a mission trip to the Philippines. Doctors urged her to abort the baby, but she refused and later gave birth to Tim.

CBS has long maintained a policy of not airing advocacy ads, but said, “We have for some time moderated our approach to advocacy submissions after it became apparent that our stance did not reflect public sentiment or industry norms.”

All seemed fairly settled, but then the network decided to reject an ad from ManCrunch, a dating service that caters to gay men.

The ad in question, which is widely available on the Internet, shows two seemly heterosexual football fans watching the game. Their hands touch while reaching for a bowl of chips, passion erupts and the two men begin to make out. A third fan is later shown with a horrified expression as he watches his two friends.

A CBS spokesman later said, “After reviewing the [ManCrunch] ad, which is entirely commercial in nature, our standards and practices department decided not to accept this particular spot.”

The two ads have different natures—one advocates for a position, the other is simply a commercial. But in its decision, CBS is without merit.

The ManCrunch ad is not designed to be sexual. The kissing is portrayed in a humorous light, and the horrified third fan adds to this humor. Why should this ad be rejected when past Super Bowl ads were aired that contained more overt references to sex, such as a 2008 Victoria’s Secret spot that featured model Adriana Lima in lingerie staring seductively into the camera as it reminded viewers that the “real game” begins after the Super Bowl ends?

CBS was wrong to reject ManCrunch’s ad after it had accepted Focus on the Family’s. In rejecting ManCrunch and approving Focus on the Family, the network is discriminating against more liberal views.

If the network decides to allow one controversial ad, then it should accept all controversial ads, regardless of the message it sends. To do otherwise is hypocritical.

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