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The National Advertising Division, an arm of the Council of Better Business Bureaus, ruled that the survey on which eHarmony based its claims was inadequate. Now the dating website Zoosk is introducing an advertising campaign that makes no assertions about marriage, or even love. In a new second television commercial, a bewildered-looking man stands in a crosswalk gazing at his smartphone, at a photograph of a woman on the Zoosk app.
They walk amiably in a park and soon part with awkward waves from two paces away. Hugo Stenson directed the spot, which will be introduced on television on Monday, with a minute-long version appearing only online. Matejczyk said. Allison Braley, the vice president of marketing and communications at Zoosk, said that the company conducted focus groups with single people, and few were itching to marry.
Braley said. As with many popular websites, Zoosk uses algorithms to match singles with similar values and preferences. He said the popularity of smartphone apps that show little more than photos of singles who are nearby for quick meetings and, sometimes, trysts, like Tinder and Grindr, underscore that many consumers are more interested in dating than exchanging vows. Recognizing this, some older sites have begun to de-emphasize marriage in ads, he said.
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