Monday, July 29, 2013

Skinvertising: The Latest Advertising Trend

What do you think is the perfect ad space? A billboard or bus? Television, radio, or website? What about a person’s leg? Most people would not think to use the last option, but advertisers in Japan are doing just that. Wit Inc, a Tokyo-based public relations firm, has started paying young women to place advertisement stickers on their thighs.

The story first made headlines in January, but several sources have reported it more recently due to increasing popularity, including a blog post on Quartz. The digital age has caused companies to look for new outlets in advertising, and Wit Inc seems to have found a way to bypass both paper and digital methods. The company pays women $121 a day to wear the sticker, known as “skinvertising.” The firm has a few stipulations for applicants. The women must be 18 or older, have at least 20 friends on social networking sites, and take at least 2 pictures of themselves wearing the stickers while in different locations.

I’m curious how people feel about this new trend in advertising. I tried to find opinions on the issue, but did not have any luck. This is proof that culture plays a major role in how you brand your company. Even though body sticker advertising has been successful in Japan, I don’t think it would work in the United States. It is extremely important to research every market your company enters, because every country is different, and even some areas within countries have varying cultures. I am curious to see if the method spreads to other countries, because as of now it seems that the PR firm in Japan is the only company utilizing this. Honestly, if a company wanted to offer me over $100 a day just to wear a sticker, I would definitely consider it. I wouldn’t recommend quitting your day job, but for broke college students like me, the extra money would definitely come in handy.

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