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Female Viewers Say New Carl's Jr. Ad Featuring Kim Kardashian is Offensive


Carls Jr Salad
Male viewers rated ad as more effective than female viewers

Flemington, NJ, January 13, 2010 – A new media study among 300 viewers of the new Carl’s Jr. ad featuring Kim Kardashian revealed that the majority of female respondents (69%) indicated that they found the ad at least somewhat offensive or inappropriate.

The study was conducted during January 12-13 by HCD Research using its MediaCurves.com® website, to obtain viewers’ perceptions of a new ad for a Carl’s Jr. salad that depicts Kim Kardashian seductively eating the salad. To view detailed results go to: www.mediacurves.com.

A clear majority of male viewers (86%) reported that the ad was somewhat or extremely effective, compared to 53% of the female viewers who reported that the ad was somewhat or extremely effective. In addition, while men’s perception of the Carl’s Jr. brand was more favorable after viewing the video, women’s perception of the brand was less favorable after watching the ad.

 “We observed that men’s interest levels increased steadily throughout the commercial while women’s interest levels declined,” commented Glenn Kessler, president and CEO, HCD Research.  “The largest divergence between male and female interest levels occurred when Kardashian said, ‘And while the best things in life are messy, it's fun to get clean.’”    

Among the findings:

Did you find the commercial to be offensive or inappropriate?  

 

Men

Women

Yes

11%

43%

Somewhat

26%

26%

No

63%

31%

Overall, how effective do you think this advertisement was?

 

Men

Women

Extremely effective

54%

22%

Somewhat effective

32%

31%

Not at all effective

14%

46%

Overall, how favorable do you think this advertisement was?

 

Men Before Video

Men After Video

Women Before Video

Women After Video

Extremely favorable

17%

28%

19%

11%

Favorable

70%

58%

67%

50%

Unfavorable

11%

8%

12%

25%

Extremely unfavorable

2%

6%

2%

14%

While viewing the video, participants indicated their levels of interest by moving their mouse from left to right on a continuum. The responses were recorded in quarter-second intervals and reported in the form of curves. The participants were also asked to respond to post-viewing questions.

Editors/Reporters: For more information on the study, or to speak with Glenn Kessler, president and CEO, HCD Research, please contact Vince McGourty, HCD Research, at (908) 483-9121 or (vince.mcgourty@hcdi.net).  You can also receive updates from MediaCurves.com by following us on Twitter:  http://twitter.com/mediacurves and Facebook: http://www.facebook.com/pages/Flemington-NJ/MediaCurves/86691908820

HCD Research is a marketing and communications research company headquartered in Flemington, NJ.  The company's services include traditional and web-based research.  For additional information on HCD Research, access the company’s web site at www.hcdi.net or call HCD Research at 908-788-9393.  MediaCurves.com® (www.mediacurves.com) is a media measurement website that provides the media and general public with a venue to view Americans’ perceptions of popular and controversial media events and advertisements.

COMMENTS
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RE: Carls Jr Salad
by greer1950 (User #48906) on Wednesday, January 13, 2010 @ 4:24:57 PM (#4362)
BAD ADD
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RE: Carls Jr Salad
by JeniaO (User #232909) on Wednesday, January 13, 2010 @ 4:24:57 PM (#4363)
I believe this ad would be one that guys would be interested in, but for the girl, not for the salad. I don't think the majority of guys eat salads. The girl takes away from your product because people are concentrating more on the girl than the product. I believe its somewhat offensive to girls and most girls don't look like that just by eating a salad.
Reply
RE: Carls Jr Salad
by animefreak_erik (User #232927) on Wednesday, January 13, 2010 @ 4:24:57 PM (#4364)
Good commercial. It does attract alot of customers. Since health and diet with great body of female shows importance of healthy eating. However with shown on lady bathing does show not much relation to the commercial. It will attract as guys for that commercial not the food. Ladies will maybe offended or not. Overall really good commercial.
Reply
RE: Carls Jr Salad
by junxtaposition (User #224846) on Wednesday, January 13, 2010 @ 4:24:57 PM (#4365)
you are trying to appeal to men who do not eat salads....
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RE: Carls Jr Salad
by pepethewepe (User #232430) on Wednesday, January 13, 2010 @ 4:24:57 PM (#4366)
Tell Carl, Jr. that having Kim Kardashian strip in the commercial is tacky, and I'd prefer to never eat there now.
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RE: Carls Jr Salad
by jsmith31006 (User #209213) on Wednesday, January 13, 2010 @ 4:24:57 PM (#4367)
That commercial was a just wrong. Most woman eat salad why would we eat it because there was a sexy woman eating it. Sex appeal is not a way to get someone who eat there to even eat there at all. I would change the channel just so my kids would not see it.
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RE: Carls Jr Salad
by Codythree (User #214290) on Wednesday, January 13, 2010 @ 4:24:57 PM (#4368)
After viewing the commercial, I knew immediately that Carl's Jr. is known as Hardee's here in the South. This isn't the first controversial ad they have made.
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RE: Carls Jr Salad
by grotermd (User #231439) on Wednesday, January 13, 2010 @ 4:24:57 PM (#4369)
sexy
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RE: Carls Jr Salad
by Stephanie (Anonymous User) on Thursday, January 14, 2010 @ 1:40:52 AM (#4382)
I find it hard to believe that ppl can't believe the results. Let's see, there's a woman who's half naked with fake b**** having lettuce (and whatever else) ever so seductively fall between her cleavage while she eats a salad like she's having an orgasm with it. Then she needs to "clean" herself by hopping into a tub. Gee, men enjoyed this and women didn't. This is a surprise? I'm a woman, and a sexy one at that.. but I'll tell ya right now, if I ever saw any woman eat a salad like that.. my drink would come flying out of my nose from laughing so hard. Besides, Kim's all about letting the world know she has cellulite. They shoulda made it more true to life and showed her macking down a burger like a wild animal who hasn't eaten in days. I think that would at least me more realistic to how and what she really eats.
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RE: Carls Jr Salad
by Palmer (User #232289) on Wednesday, January 13, 2010 @ 4:24:57 PM (#4370)
THE AD WAS INTERESTING
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RE: Carls Jr Salad
by katfisher (User #229727) on Wednesday, January 13, 2010 @ 4:24:57 PM (#4371)
I think this commercial would turn women off and I would bet that more women than men eat these salads
Reply
RE: Carls Jr Salad
by ORCUTTGRL (User #231573) on Wednesday, January 13, 2010 @ 4:24:57 PM (#4372)
i love kim karadashian she was great
Reply
RE: Carls Jr Salad
by bobbieg (User #221525) on Wednesday, January 13, 2010 @ 4:24:57 PM (#4373)
This ad seems to be targeted to appeal to men only. It seened to be selling sex instead of food. I'm a woman and I can barely describe what food is being highlighted. Women and children make up a sizable portion of the population and they eat food too!!
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RE: Carls Jr Salad
by fab2rhyme (User #229061) on Wednesday, January 13, 2010 @ 4:24:57 PM (#4374)
why does it always have to be pretty or skiny women? it would not hurt to use atleast children once in a while. and alittle humour catches attention.
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RE: Carls Jr Salad
by mel1979 (User #232992) on Wednesday, January 13, 2010 @ 4:24:57 PM (#4375)
I would not like to see this commerical air, in normal veiwing hours.
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RE: Carls Jr Salad
by Shancopp (User #232905) on Wednesday, January 13, 2010 @ 4:24:57 PM (#4376)
very offensive commercial. I Have young kids and this is the last thing I would want them to see. I would not eat a Carl Jrs if they ran this ad.
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RE: Carls Jr Salad
by HelenMO (User #232991) on Wednesday, January 13, 2010 @ 4:24:57 PM (#4377)
How can a sald be hott?
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RE: Carls Jr Salad
by susankaye (User #232994) on Wednesday, January 13, 2010 @ 4:24:57 PM (#4378)
I had no idea Carl's Jr had good salads. If I have a choice in FF I would probably seek out a Carl's Jr. for this salad rather than say Wendy's or McDonalds.
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RE: Carls Jr Salad
by scusime (User #231497) on Wednesday, January 13, 2010 @ 4:24:57 PM (#4379)
That was interesting, it did interest me because I don't know if there is a Carl Jr.s Restaurant in the area, but the salad sure looked great and Kim Kardashian is one of my favorite hollywood people.
Reply
RE: Carls Jr Salad
by jcich333 (User #230432) on Wednesday, January 13, 2010 @ 4:24:57 PM (#4380)
looked like you were advertising porn and not a salad
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RE: Carls Jr Salad
by cindylaloca (User #214198) on Wednesday, January 13, 2010 @ 4:24:57 PM (#4381)
This ad was nothing more than soft porn geared to men or lesbians. Inappropriate way to try and sell salads.
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RE: Carls Jr Salad
by Ruud (Anonymous User) on Saturday, January 16, 2010 @ 1:11:12 PM (#4419)
Salad? What salad?
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