Final Project

http://absimsfashion.tumblr.com/

Week 10 EOC: Exercise Chapter 10

You have been hired by a fashion consultant to help solve an argument between a social morality group and the Ginch Gonch marketing department.  The morality group feels that Ginch Gonch should not be allowed to have a billboard of their new advertisement next to a major freeway and 100 yards from a high school.  However, the marketing team at Ginch Gonch feels they are within their rights to market their products anywhere they want.   Your job is to discuss the pros and cons of each side and make a decision on what should happen.

It would be hard for me to keep my opinion out of this argument.  I feel very strongly that advertising in that spot is wrong.  However, putting all feelings aside, I would discuss the pros and cons of the advertisement.

Ginch Gonch is free to advertise wherever they want (pro) but they may offend and lose customers because of the location of the sign (con).

They could move the sign to a better location that won’t offend and may even gain customers because of the demographic.

It may be considered that high schoolers are old enough to accept the ad.  The world is much different than it used to be and people are becoming desensitized to sex and homosexuality.  It’s accepted by many (pro).  The amount of people that would be offended by such an advertisement however, may be considered.  It could start many controversies in the area and Ginch Gonch could lose much business (con).

There is a good and a bad to every situation.  It’s up to the company to decide if the good outweighs the bad and if they are willing to take the risk.

Week 10 EOC: Discussion Questions Chapter 10

1.  What key characteristics of Ginch Gonch’s advertising makes them unique?  Why do you think consumers buy Ginch Gonch products?

“Through the use of sexually risqué branding techniques aimed at diverse lifestyles, unique styles, and the company motto ‘Live Like A Kid,’ Ginch Gonch demonstrates that if  you have a premium product, great advertising, a market niche, and a passion for innovative branding, sales will follow.”  Brand Story by Joseph Hancock page 157  Consumers take the marketing techniques used to heart.  They connect with the brand and want to purchase from this company.

2.  Do you think it is ethical to use sex to sell products?  Can you think of other retailers who do this?  How does it make their products more desirable?

In my opinion, it is not ethical to use sex to sell products, however that doesn’t stop the success the companies receive using this method.  Many retailers such as Dolce & Gabbana and Victoria’s Secret use sex to sell products.  Sex being sold in advertisements is virtually unavoidable in today’s world.  “…brands such as Calvin Klein allude to sexuality in their advertising campaigns, the goal of Ginch Gonch is to put it right ‘in your face.’”  Brand Story by Joseph Hancock page 164  I think these brands who stray from sexual advertisements show class, which appeals to me more than sex.

3.  Why do you think Jason Sutherland decided to market to the gay community?  Do you think there are a lot of gay consumers?  Why?

“Gay men have traditionally shown an interest in their appearance and the latest developments in clothing and fashion.”  Brand Story by Joseph Hancock page 164  It is important to market to those who are interested in their looks, in fashion, and in feeling good about themselves.  Gay men are drawn to this brand because it is marketed directly toward them.  However on the flip side, the ads aimed toward straight people give a different vibe, which is very clever while using, virtually, the same ad. 

4.  If you were in charge of Ginch Gonch’s next fashion assortment what would you call it?  Why?

I would call Ginch Gonch’s next fashion assortment "Bum Da Dum Dum."  That tune is played in movies when trouble is coming.  Bum is also a play on words, referring to a person’s rear end.  The line would include famous spy and detective prints such as 007 or Sherlock Holmes.