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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