Eros

so accepting of using women to
sell everything. Why is it
necessary to use this to sell
jeans? We assume it's going to
work, but we've tried very few ads
based on other assumptions.
Why do we not use other types of
advertisements?" Benokraitis
asks.
According to Barbara Corbett,
owner and president of Corbett
Advertising in Rochester, the
product should be the star of the
ad.
About the provocative ads,
Corbett says, "I think they're
taking an easy way out to bring
attention to their products rather
than sell the product on its own
merits."
Corbett, whose agency serves
business, commercial and
industrial accounts, feels that a
major flaw is that these ads don't
establish a relationship with the
product.
Corbett explains that although
the Obsession ads may be
memorable, the nude bodies are
not what sells the product. She
also feels that the fact that people
see so much advertising each
day creates a need to make
stand-out campaigns.
"For years we've been
bombarded with advertising,"
Corbett states. "This is today's
permissive way to get around it
and make the ads stand out. A lot
of times things that break the
rules work, but I think there is a
better way to sell a product."
Dennis Green, owner and
president of Dennis R. Green and
Associates, a full-service
Southfield advertising agency,
notes that the Obsession ads as
well as the Guess campaign are
very attention getting.
"People are subjected to so
many advertising messages a
day between radio, T.V., transit,
matchbooks, etc. . ." Green
says. "In order to fight through the
clutter you have to do something
that's very attention-getting."
"Jeans are not very
interesting," Green adds. "So, if
they're sexy, tight-fitting and in a

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Jewish News

