Using sex to sell

 

I often come across advertising here in the Czech Republic that makes me think ‘wow, that’d cause a fuss in the UK/US/Middle East’.

This is one of those campaigns. It’s for a gym, advertising their ‘low prices from’. This one is ground-breaking only in that it’s the most striking of their poster campaigns so far. I’d just got back from a week in the UK and I saw the female version first and the mini culture shock of having been in the UK prompted me to think ‘um, that’s a little risqué’. Then I saw the male version and thought ‘ah well, at least they’re being even-handed’. Then I thought some more, decided it was a clever campaign (providing you see both, and on the basis of their space buy I imagine everyone will).

This provides a keen lesson in cultural differences when it comes to advertising creative. What’s perfectly acceptable in Prague will get people protesting against you in London. If you’re selling internationally, how do you handle local markets – leave it to your channel, or just play it as safe (bland?) as you can with your creative and hope you don’t trip over some other societal taboo?

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  • http://www.everydaymarketingideas.com/ Chris Moran

    Nice writing style. Looking forward to reading more from you.

    Chris Moran

  • http://www.everydaymarketingideas.com Chris Moran

    Nice writing style. Looking forward to reading more from you.

    Chris Moran

  • Sam Rowlands

    Using sex as marketing tools is novel to me. For instance I live in Taiwan, beautiful women are used to sell absolutely everything, from bottled drinks to cars. Trade shows here are more about the women than the technology and then there are the Betel Nut Babes. Stunningly beautiful women who dress in less to sell Betel Nuts. You can drive down the street and see several glass booths, each with at least one beautiful girl. Guess what? It works… The booths with the prettiest girls get the most business.

    I don’t think it’s allowed or even accepted in the west, it’s rather intriguing still, even after living here for 2 years.

  • Sam Rowlands

    Using sex as marketing tools is novel to me. For instance I live in Taiwan, beautiful women are used to sell absolutely everything, from bottled drinks to cars. Trade shows here are more about the women than the technology and then there are the Betel Nut Babes. Stunningly beautiful women who dress in less to sell Betel Nuts. You can drive down the street and see several glass booths, each with at least one beautiful girl. Guess what? It works… The booths with the prettiest girls get the most business.

    I don’t think it’s allowed or even accepted in the west, it’s rather intriguing still, even after living here for 2 years.