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