archive: Tinder Under Fire
Questions to Consider:
- What are the underlying values behind this app and the upgrade?
- Would you want to be a part of something that only values your appearance and denounces your independence?
- How does this make you feel about dating culture?
What We Think:
Recently, the dating app, Tinder, released Tinder Plus, an upgraded version of the already demeaning app with new features, such as being able to go back to people that have already been swiped away and changing your location to scout matches in various places. Accompanying the release of Tinder Plus was an advertisement that showed a woman reminiscing on a European vacation where she used Tinder Plus to find male companions in different countries.
In the video, the woman appears to be bored in London, that is until she whips out Tinder and swipes until she finds the perfect guy to spend her vacation with. He romances her until her time in London is up. They part ways and she moves on to the next beautiful city, Paris, where she seems miserable, yet again. Once more, Tinder finds the guy to explore the city with. She has the time of her life until she leaves him yet again to explore Istanbul on her own. Her fling surprises her again and they continue to enjoy her vacation.
This advertisement implies that the only way this woman could enjoy her vacation is if she had a male companion to share it with. It takes away from her traveling experience by insinuating these cities are only memorable when you have a guy by your side, which is not true at all. A proper and accurate advertisement would encompass her enjoying her vacation by herself or with friends and maybe some romance on the side. This ad does just the opposite; she seems bored and uninterested when she is alone but lights up when the guy she met on Tinder continuously pops up.
In general, the app is a total offender. It generates dates and hookups on a “looks only” basis. It’s completely changed the dating and relationship game, giving people the idea that everyone they meet and feel attraction toward, are a swipe. The app, as well as it’s new upgrade, portray women as objects, or things that cannot survive without the attention of a man, more than ever before.
— Rebecca Pirayou
Where We Saw It:
September 2015. adweek.com