The notion of using sex in marketing is nothing new. In Japan, however, it looks like they’re taking it a step further, moving from suggestive pictures to real live flesh. Rather than using women in adverts, the women are becoming the adverts by attracting men’s eyes to where those eyes would naturally wander, to the exposed bit of leg between their hemline and their stockings. Of course, this time when men look they’ll see an advertisement staring back at them.
The idea was put together by a company known as Absolute Territory. Their name, coincidentally, also happens to be the terminology used to define that bit of space that they’re using for their ads. So far the marketing campaign appears to be going strong, because more than 1300 women are now working for AT.
So you may be asking yourself, how does something like that work? Well, the women who work for the company simply stop by one of their advertisement offices each day. There, they are given a sticker that they’re to wear somewhere on their body for at least eight hours during the day. Though in addition to just wearing the ads, the women are required to post pictures of themselves sporting the ads on social media platforms. At the end of the day, the girls head on back to the advert office and collect their pay for the day. Depending on the ad (and perhaps on the girl), they can make as much as $125 for one day of not-quite-working. Not a bad paycheck for showing off your legs, eh?
Some may see the advertising method as sexist, but I would have to disagree. These girls are likely going to get their legs stared at anyways, so if they want to make a few bucks taking advantage of men’s short attention spans and inability to control themselves, more power to them. Heck, they don’t even have to change their normal routine other than stopping by the office twice daily. Sounds like easy money. I only wonder how long it will be before this trend crosses the ocean and we see it here in the states.