Undergarments and Advertising Theory (Chapter 5)

An argument can be made that the newest trend in marketing undergarments is a focus on comfort over stylish sexiness.

Resources:

• Duluth Trading Post Commercial
• Hanes Commercial
• ABC News Women’s Lingerie
• THINX Commercial

Discussion Questions:

1. Watch the first two commercials directed to men. Apply the hierarchy of effects and  Means-Ends theory to the development of the messages.
2. Read the ABC News story. How would advertising theory be utilized to develop successful advertising campaigns for the companies mentioned in the story?
3. Watch the THINX commercial. How does the approach differ from other advertisements devoted to women’s lingerie? Do you believe such an approach will resonate with a large segment of the audience? Why or why not?
4. Compare the two approaches to marketing undergarments (men versus women). Why are the methods so completely different?