Hawking Products And Causes More Effective When Celebs Bare All?
Think about the advertising campaigns that have made the biggest splash in our pop culture consciousness and they generally share one thing in common – beautiful, famous people parading in front of the camera wearing nothing but their birthday suits.
Ditto for top selling magazine issues like Demi Moore’s pregnant pause on Vanity Fair’s August 1991 cover, Jennifer Aniston sporting a strategically placed man’s tie (and nothing else) on GQ’s January 2008 issue and an illustrious bevy of au natural beauties revealing their bits and pieces on countless Rolling Stone covers throughout the years.
In both cases, naked celebrities and musical superstars serve as a form of currency that captures the public’s attention, helping to draw greater awareness to products, services and social issues that might otherwise fall on blind eyes.
However, it’s no longer as shocking as it once was, say, when Calvin Klein first busted out his salacious Obsession billboard ads in the late 80s.
Perhaps that’s because these days, sex sells…and sells…and sells…which begs the question: ‘Are we officially desensitized to the site of skin?” even if it belongs to the likes of Megan Fox, Scarlett Johansson and Eva Mendes?
According to perennial Frederick’s of Hollywood lingerie and swimsuit model Joanna Krupa, “A company or a cause needs to find ways to generate interest and make itself memorable in order to be effective. Sadly a touch of ‘shock effect’ works, no matter how much we try to deny it, we all look at it and go ‘wow!’ Or ‘what the heck?!’ And it sticks to our minds, we pass it on to friends or discuss it with colleagues and that means ‘mission accomplished’ for the ad.”
The four time PETA spokesperson, whose most recent nude promo asks the public to “be an angel for animals” by adopting rather than buying dogs feels, however, that America’s attitude toward nude advertising campaigns is a bit chaste compared to the casual and often widespread acceptance in Europe.
Even Eva Mendes agrees after receiving a great deal of flak for her 2008 balmy-body-sprawled-out-on-bed Calvin Klein ‘Secret Obsession’ ad, which was welcomed in the rest of the world, but appeared to be “way too much for the American public” to take.
Still, when Mendes stripped down for PETA to protest the use of fur, the public paid attention and perhaps more people were inclined to read up on the industry practices and make a commitment to seeking humane alternatives.
Until our society does an about-face and decides that Mormon-wear is the new titillating Gaga factor, skin will likely continue to be the most impactful way for companies to reach the masses.
How have the most recent skin-baring campaigns affected your purchasing patterns? Has the site of a naked celebrity promoting the efforts of a cause made you more likely to explore their mission statement and rally behind their efforts?
Speak up in the comments section — we want to hear what you think!
Via Fox News