By Alan Graner
Previously http://www.dsprel.com/advertising-101-turning-mens-minds-mush-part-2/ we explained how bikini babes can turn men’s mind to mush and make them vulnerable to ads. New we investigate…
The limits of bikini power
Even superheroes have their weaknesses and, alas, so it is with bikinis. Like some Einsteinian nightmare, the enemy of bikini power is time.
When young men see bikini babes, they want the woman (and, theoretically, her product) now. Ten minutes later is too late.
Therefore, bikini babes in print ads and TV ads are not the most effective use of their allure.
Instead, the best way to take advantage of male mush brains is to feature bikini babes on point-of-purchase displays, posters and packaging so men can impulsively purchase these products immediately.
But wait! Before you place a bikini babe in your ad…
The report cited in Part 1—”Bikinis Instigate Generalized Impatience in Intertemporal Choice” https://lirias.kuleuven.be/bitstream/123456789/228445/1/MO_0704.pdf in the September 10, 2007 issue of Journal of Consumer Research—cautions that the experiments they detail were performed on young men and don’t necessarily represent the male population as a whole. In short, the effect of sexy bikini lasses on 70-year-old men is unknown (though we can surely guess).
Also, for some reason, most women are strangely immune to bikini babes in ads.
Finally, be advised that bikini power is effective only with sexually appropriate products like clothes, cologne, cars, beer, men’s magazine subscriptions and product calendars hanging in garages everywhere.
Using sex to sell inappropriate products such as mainframes, CRM software, bookshelves and such often provokes outrage because it’s so blatantly manipulative. (It’s OK to manipulate us, just don’t be obvious about it.)
All this so far has been strictly theoretical. It is time for a real life experiment.
Stare at the photo of the bikini lass above. Are you staring? Good. Now quickly, email Daly-Swartz Public Relations (email@example.com). Demand we take you on as a client.
Alan Graner is Chief Creative Officer at Daly-Swartz Public Relations, an Orange County, CA business public relations and marketing content firm. For content that makes you stand out from the crowd, email Jeffrey Swartz at firstname.lastname@example.org. Or visit www.dsprel.com.
An earlier version of this article appeared November 16, 2011 http://www.dsprel.com/marketing-101-when-in-doubt-show-a-babe-in-a-bikini-part-ii/