Marketing in Motion
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Marketing in Motion
Marketing practice is rapidly changing. This topic explores the latest trends in marketing communications, digital and mobile marketing, social media, community / tribal marketing and value co-creation.
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Suggested by Alicia Della Maestra
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The Human Billboard

The Human Billboard | Marketing in Motion | Scoop.it

With all the current clutter and bombardments of traditional advertising, many companies are trying to find new and innovative ways to get people to think of their brand within the awareness, knowledge and liking stages of the hierarchy of effects. The newest PR stunt is approaching females 18 and over in Japan and allowing them to put temporary thigh tattoos of advertisements, which would be located between the women’s skirts and stockings. These tattoos have to remain visible for at least eight hours (depending on the contract) and the models have to walk around and post photos on various forms of social media, such as Instagram, Twitter or Facebook.

 

The most recent companies to try ‘thighvertising’ include promotions for the band Green Day’s new album, as well as Takashi Murakami’s new book.

 

This innovative kind of publicity is run in congruence with many social media mediums, as well as acting, quite literally as a walking billboard. Towards the models, these act as a form of self-image congruence, as they feel whichever product they are advertising for agrees with some aspect of their self, whether that be ideal, actual, or ought self. This also allows for brand awareness, and certainly causes some buzz towards whichever brand is being advertised at the time.

 

Although this is being done solely in Japan, where there are different ethical standard than the Western culture, this may be crossing the limit. Sexual appeal is, as we know, a very effective tactic in advertising, as it targets peoples, and in this case, predominantly men’s emotional appeals. The placement of these advertisements may grab the attention of many people, but will they really remember the band or company name tattooed on a females upper thigh?

 

Alicia Della Maestra, 06195750, COMM335 001; #PR #EmotionalAppeal #SexualAppeal #Advertising 

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Sexual Ads: What is the Limit?

Despite being centered on sex and cars, the above video is actually an advertisement for eyeglasses.

 

This ad is a good example of overt sexuality as described in Chapter 5 of the textbook.  In this clip, sex is used to sell eyeglasses, which are not normally sexualized products.  Although this ad is from another country with different ethical advertising standards than we have in North America, this ad is controversial in nature as it blurs the lines on what is acceptable to show in public advertising.  

 

This ad plays off of viewer’s emotional appeal by using both sex and humour to bring to light a need, in this case for corrective eyewear.  Although some may find this ad funny, there is also a risk that many viewers may find it shocking or demeaning.

 

Sexual appeal is a very effective tactic at cutting through the clutter brought on by the overexposure to advertisement in today’s society.  This ad is proof that viewers have become so used to seeing overly sexual advertising that companies have to push the limits on what is acceptable to get any attention.  In continuing to push this limit, we as marketers must also remember how much society is shaped by pop-culture and advertising and ask ourselves: are we taking it too far?

 

Meghan Bourne, 0610 6974, Comm335-001; #CreativeStrategy #MarketingCommunicationAppeals #EmotionalAppeal #SexAppeals #OvertSexuality  #EthicalStandards 

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