Product: Cougarlife.com website
Commercial: “Cougar Life in the City”
Cougarlife.com is a dating website that caters to “cougars” (older women that prefer younger males).
TV commercial transcript:
The CougarLife.com TV commercial contains no dialog and instead we only hear the jingle, “..she’ll make her moves, she’ll make you moan. But what she gives you, you’d better give back if you don’t you’ll end up as a tasty snack. Cougar life in the city. Cougars are wild and they’re pretty. It’s cougar life in the city.. It’s cougar life in the city..”
Key words and phrases in this TV commercial:
There is no dialog in the CougerLife.com TV commercial but the lyrics to the jingle infer that cougars (mature women) are wild and pretty, can make you moan, and will ‘make moves’ on you.
During the playing of the Cougar Life jingle, we see images of very young-looking cougars (“older women”) signing up for CougarLife.com and taking photos for their profile page, playing carelessly in water fountains, dancing in a club while holding a champaign glass, dancing in bikinis on the beach and looking into the camera in suggestive ways.
Midway through the commercial a member-counter displays over 4.5 million members: There is no indication how many of the members are female vs male members. Nor do we have any data to indicate that all, some, or even any of the Cougar Life members are as attractive as is portrayed in the TV commercial.
One of the TV commercials proclaims that CougerLife.com was “recently voted the wildest dating website”. There is no indication of who voted for this or how the vote was taken, nor how “wildest” is defined.
At the very end of the commercial we see what appears to be a very young man peeking at a CougarLife.com profile page and pointing to it while smiling.
It can be inferred by this commercial that CougarLife.com has many older women looking for relationships with younger men.
The CougarLife TV ads attempt to convey some very specific benefits to joining the website, yet the commercial gives to supporting data and leaves these ‘benefits’ and other definitions mostly to the imagination of the viewer.