Gannett newsman blasts company’s ‘Tap That Ad’ campaign

July 7, 2011
Category: Uncategorized

Romenesko Letters
It’s “clearly a play on the objectifying, dehumanizing terminology for having sex with a woman, ‘Tap that a**’,” writes Des Moines Register reporter Clark Kauffman. “Maybe it’s just me, but I would think some people, women in particular, would be offended by this, and that some advertisers – including Amtrak, Hyatt and others now featured on tapthatad.com – would not want to be associated with the phrase.” I’ve emailed Gannett spokeswoman Robin Pence and will post her response when/if it comes in. Kauffman’s full letter is after the jump.


From CLARK KAUFFMAN, reporter, Des Moines Register: Charles Apple’s take on sexually suggestive material in newspapers appears to be on target.

For better or worse, my employer, Gannett, is now promoting some of its Pointroll advertising technology with a campaign called “Tap That Ad,” which is clearly a play on the objectifying, dehumanizing terminology for having sex with a woman, “Tap that a**.”

To underscore that sexual connotation, the Pointroll website that’s now being used to promote the technology (www.tapthatad.com) says, “You want enhanced performance from your next campaign? Get personal. Get on their device. Get them to tap that ad… Contact info@pointroll.com for more information or a really good … campaign.”

Maybe it’s just me, but I would think some people, women in particular, would be offended by this, and that some advertisers – including Amtrak, Hyatt and others now featured on tapthatad.com – would not want to be associated with the phrase, “Tap that a**.”

Clark Kauffman, reporter
Des Moines Register

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