Staff Writer

Given that a 30-second commercial slot during the Super Bowl can run upwards of $4 million, you would expect advertisers to roll out their most innovative and ingenious ideas for the big game. With over 111 million people viewing, many companies attempt to make you remember their brand through humor. A few commercials, however, missed their mark.

While this year’s Super Bowl commercials ran from heart warming to hilarious, some commercials were downright offensive. Many viewers took to Twitter to voice their outrage, using the hash tag #NotBuyingIt to track the most sexist ads of the evening. The ads seemed to intentionally be pushing the boundaries of propriety, much to the chagrin of the American people.

According to Miss Representation, a social activist non profit organization, web host GoDaddy.com had the most offensive commercial with over 7,500 #NotBuyingIt tweets. The commercial pictured a noisy kiss between supermodel Bar Refaeli and a computer programmer. Some individuals felt this type of commercial wasn’t gross; it was, however, uncomfortable to view with company.

“I felt like I needed to take a shower after watching that one,” said Joseph Agundez, a 24-year-old Fresno State graduate. “The Super Bowl commercials were lacking this year, none of them stood out as really funny.”

GoDaddy.com CEO Blake Irving disagreed with the consensus that the ad was distasteful. “We’re not going to apologize for ‘The Kiss,'” Irving said. “It’s sparking conversations. It was approved by network standards and practices and it uses humor to illustrate the point about how powerful a combination ‘sexy’ and ‘smart’ are. Personally, I think it’s hilarious.”

The ‘smart meets sexy’ tagline drew criticism not only for the cringe-worthy close up of the smooch but for its overt stereotyping. Many individuals felt that not all men who are geeks are unattractive and not all women are sexual objects. GoDaddy.com, however, was not the only company to make sexuality the star of its advertisement.

Carl’s Jr. created quite a stir with their Super Bowl ad, as well. The commercial starred Danish model Nina Agdal eating a grilled fish burger on a beach in a bikini. The young woman then slowly removed her top and continued to sensually eat her sandwich. The advertisement did not provide the discomfort which fueled the GoDaddy.com controversy, but Carl’s Jr. still spurred accusations of sexism.

According to Nina Bahadur, a writer for The Huffington Post, more than 51 million viewers of the Super Bowl this year were women. In her Feb. 3 article “Sexist Super Bowl Ads: The Eight Worst Commercials,” Bahadur claims that “Super Bowl commercials too often opt for sexual objectification in place of a clever idea, with negative results for both men and women.”

“Many of the commercials objectifying women are not particularly flattering to men either, portraying them as mindless, gullible and sex-obsessed,” said Bahadur.

Many other men and women share Bahadur’s opinion of an overly-sexualized media during this year’s Super Bowl. For some individuals, the commercials even drove them to strike against the companies. Emily Fisher is one such person.

“I will never eat at Carl’s Jr. again,” said Fisher, a 26-year-old Fresno State graduate. “What a bunch of sexist pigs.”

“I thought the Carl’s Jr. ad was sexist because the portrayal of a naked woman makes you think about sex, not hamburgers,” said Fisher. Not all of the commercials, however, left Fisher feeling affronted. The Jeep and Chrysler commercials, in particular, made an impression on her.

“I think it is noble to reward people that sacrifice for the United States,” Fisher said, referring to the patriotic Jeep ad which depicts an American soldier and Chrysler’s promotion of farmers. “I know a lot of farmers and it is a difficult profession that is underappreciated. Also, the Budweiser Clydesdale commercial almost made me cry.”

While many people felt the Super Bowl commercials were lackluster this year, some were content with the advertisements. “A lot of people were getting angry at the sexualized commercials, but that is nothing new,” said Matthew Holder, a 22-year-old CSUB communications major. “Carl’s Jr. and GoDaddy.com are notorious for making overly sexual commercials.”

It’s a sad fact that for the lowest common denominator of American society, a hot topless girl is all that is needed to sell something,” said Holder.

In media and advertising, perception is everything. Companies will always strive to reach their target markets, regardless of who gets offended. Whether you love the Super Bowl commercials or hate them, even the most offensive advertisements are protected by the First Amendment. Conversely, just because advertisers can use objectification to sell products does not mean that they should. Perhaps the opinions of thousands of Americans will reach advertising executives regarding the content of their commercials. We shall see next year.