An argument can be made that the newest trend in marketing undergarments is a focus on comfort over stylish sexiness.
Resources:
Discussion Questions:
- Watch the first two commercials directed to men. Apply the hierarchy of effects and Means-Ends theory to the development of the messages.
- Read the ABC News story. How would advertising theory be utilized to develop successful advertising campaigns for the companies mentioned in the story?
- 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?
- Compare the two approaches to marketing undergarments (men versus women). Why are the methods so completely different?
Clow/Baack 