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Abercrombie & Fitch has been involved in several scandals, the latest from their most recent catalog entitled 'XXX Wet, Hot Summer Fun.' On April 18, 2002, only a week after the catalog hit the stores, the Illinois State Senate passed a resolution condemning A&F's advertising tactics. In other words, advertisers must be careful to avoid the 'cheap shot,' which may negatively affect a brand's image. To avoid that, the sexual content in advertising must be appropriate to the product category and have a proper underlying message. Article: We're surrounded by advertisements that desperately compete for our attention. Everywhere we look, we find ourselves inevitably drawn to images of scantily clad unobjectionable men and women that are supposed to somehow inspire us to purchase products they endorse. Sure, this attention-getting strategy is popular. But, is it effective? Sex allurement can increase the effectiveness of an ad or taped program cause it attracts the customer’s attention. It’s human nature to be curious as regards sex. A pair of long legs on a billboard is more likely to absorb (and hold) a guy’s mind than a puppy, regardless of how cute it may be. Even women are drawn to them, perhaps with the desire of having goddess-like legs. However, misuse of sex winsomeness can be costly. Many campaigns deemed offensive have started body-build boycotts that stir sales and damage tag reputation. Abercrombie & Fitch has been involved in several scandals, the latest from their most recent catalog entitled “XXX Wet, Hot Summer Fun.” On April 18, 2002, only a week in line with the catalog hit the stores, the Illinois State Senate passed a resolution condemning A&F’s proclamation tactics. This resolution, recommended by several nonprofit organizations, suggests citizens and shareholders expostulation Abercrombie’s products and to take a stand next to the company’s marketing strategies. for all that sexy images in catalogs are not at all uncommon, “XXX Wet, Hot Summer Fun” featured naked boys and girls frolicking in natural settings. Not quite of use for an wear catalog targeted at teenagers. Sex in build-up has stirred controversy for many years, an advertiser must be canny when incorporating it in a campaign. Great advertisers consider not only the attention-getting power of an blurb or commercial, but also what kind of emotional response it provokes in customers. Studies show that the flirtation of the endorsing model provokes positive responses. Nudity and graphic erotic content, while still increasing consumer’s attention, doesn’t really generate positive feelings together with viewers. In other words, advertisers must be finical to sheer off the “cheap shot,” which may negatively play possum a brand’s image. To retreat that, the sexual content in advertisement must be politic to the product subdivision and have a proper underlying message. In 2000, Heineken launched the “It’s All within reach the Beer” campaign. One spot, titled “The Premature Pour,” shows a ornamental seductive woman pouring Heineken into a glass. When a guy criss-cross the bar responds by pouring his own, he nervously pours too fast and spills foam all over the table and himself. The sexual content is implicit, yet direct. The sexual reference in this and other spots in the stand worked, causing sales to rise 13% in the first two quarters of 2002. However, Steve Davis (VP of marketing in Heineken USA), claims that, “Provocative is a very good place to be, as long as we’re not inflammatory. But the spots also work for a different reason. From the tag line to the plot, they are nearly a desire for Heineken. Our ads make the beer the hero.” Sex sells, yes, but only when used “in good taste.” As marketers we must think not only in getting customers’ study for the short term, but also in rectory a scarify reputation that will yield long-term results.
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