Posted on October 27, 2012 ยท Posted in General

You may roll your eyes at scantily clad models selling mundane products in commercials, billboards or print ads but science says the methodology is sound. Attractive models in advertising reduce activity in “areas of the brain that help us inhibit responses to stimuli.” Essentially, Dr. Ian Cook and team say this style of imagery can lead to lower inhibitions and therefore less restraint in buying the depicted products, as reported by UCLA Newsroom.

  • Go Daddy, Go

Perhaps the best example of this success is Bob Parsons. In 2005, his company had a disappointing 16 percent market share despite offering “top notch” customer service and lower rates than competitors. A marketing research firm revealed the problem: the public didn’t know who they were so it was time to start advertising.

Their first commercial was scheduled to air twice during the 2005 Super Bowl but was only shown once. After the first airing the uproar was so significant that the second slot was yanked. The ad, the first of many to feature a Go Daddy girl in a provocative situation, was an instant success. According to Inc.com, GoDaddy.com went up to a 25 percent market share and the extensive media coverage drove traffic to the site.

  • Staying Aware

If this strategy is so effective, why aren’t more non-profits and charities harnessing it? Some are, and to great success. British-based charity CoppaFeel! has published print ads in Cosmo recreating the provocative 1993 Rolling Stone cover featuring Janet Jackson. The first layout features Mel B and her husband and the second layout features British celeb Jorgie Porter and her husband.

The goal? Spreading the word about getting your partner to help with self-breast exams. Buzz is spreading so the campaign is working. CoppaFeel is dedicated to reducing (and eventually ending) late detection and misdiagnosis of breast cancer by educating the public about the signs and symptoms and encouraging them to know what normal looks and feels like.

  • Copping a Feel

Breast cancer doesn’t just happen to women, though, and CoppaFeel! is on top of that too. They’ve joined forces with the Male Cancer Awareness Campaign and “Bridesmaids” star Chris O’Dowd to let the public know that breast cancer can happen to men, too.

The video tells the story of Lars Larson (O’Dowd), the man with the best job in the world. The first four minutes take you through his day as a health and safety officer at the Topless Female Trampolining World Championships. Tasteful shots of lovely ladies preparing for a workout and jumping on trampolines could put the Go Daddy girls to shame. The message comes at the end and the delivery is simple and to the point.

CEO Kristen Hellenga knows not everyone appreciates her style, but after a misdiagnosis at 23 that finally resulted in a stage four breast cancer and secondary cancer diagnosis, she presses on. She says on her blog, “But what we know, and what I refuse to disbelieve is that making us think about our boobs, in whatever sexy or un-sexy way, from an earlier age, CAN prevent late detection. And CAN save lives.”