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The pregnant belly is prime real estate for auction。
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If the human body is the last frontier for advertising space, then St. Louis resident Asia Francis is helping chart new territory - the big, pregnant belly.
Francis, 21,auctionedoffthe advertising rights to her pregnancy on eBay. The winning bid of $1,000 went to a California Internet company, giving it exclusive rights to temporarilytattooits brand-name on Francis's belly and broadcast the birth of her daughter live on the Internet. The baby is due any day.
The concept of a human billboard is hardly new.
Twenty-one year old Andrew Fischer of Omaha, Neb., earned more than $37,000 last year by bearing a corporate logo on his forehead for a month. Michele Hutchison of Lanhorne, Pa., auctioned ad rights for her baby's clothing on eBay last year, seeking $1,000 for a months' lease.
For big companies, the idea is simple. Do something outrageous or strange, grab some media attention and cut through the clutter of advertising messages thatbombardsconsumers.
"It's a well-held theory in the advertising industry that the average person on the street receives up to 3,000 branded messages a day," said Floyd Hayes, whose New York advertising firm, Cunning Communications, specializes in media stunts.
The pregnant belly is prime real estate for auction because it's likely to get people talking, Hayes said.
"If they were to buy the coverage they will receive for this, it would cost them many times more the fee they paid the person," he said.
(Agencies) |
如果人的身體是最后一塊有待開發(fā)的廣告領(lǐng)域，那么美國(guó)密蘇里州圣路易斯的居民愛莎·弗朗西絲則成了這塊新領(lǐng)域的開路先鋒--拿孕婦的大肚子打廣告。
現(xiàn)年21歲的孕婦弗朗西絲在Ebay網(wǎng)上拍賣自己"肚子"的廣告權(quán)，加利福尼亞州的一家網(wǎng)絡(luò)公司出價(jià)1000美元贏得該項(xiàng)拍賣，該公司因此獲得以下獨(dú)家權(quán)利：在一段時(shí)間內(nèi)有權(quán)把公司的商標(biāo)紋在弗朗西絲的肚子上，并且在網(wǎng)上直播弗朗西絲在將來某一天分娩女兒的錄像。
其實(shí)，拿人身打廣告并不新鮮。
去年，21歲的安得魯·費(fèi)舍爾（美國(guó)內(nèi)布拉斯加州奧馬哈地區(qū)居民）將一家公司的標(biāo)志印在自己前額1個(gè)月，他由此得到了超過3.7萬美元的報(bào)酬；同年，米歇爾·哈奇森（美國(guó)賓夕法尼亞州朗霍恩地區(qū)居民）在Ebay網(wǎng)上以月租金1000美元拍賣自己寶寶著裝的廣告權(quán)。
對(duì)那些大公司來說，這種創(chuàng)意既簡(jiǎn)捷又方便。做一些出格或怪異的舉動(dòng)，以此吸引媒體的關(guān)注，同時(shí)又能在狂轟亂炸的消費(fèi)廣告中脫穎而出。
美國(guó)紐約科寧通訊是一家專門研究媒體噱頭的廣告公司。該公司的負(fù)責(zé)人弗洛伊德·海耶斯說："廣告界一致認(rèn)同一種理論，那就是一個(gè)人在大街上平均每天會(huì)接收到3000條廣告信息。"。
海耶斯還說："孕婦的肚子是絕佳的拍賣資本，因?yàn)樗菀滓l(fā)人們的討論。"
他說："如果有些公司想要通過媒體廣告達(dá)到同樣的宣傳效果，他們要花的錢比支付給孕婦的酬金多很多倍。
(中國(guó)日?qǐng)?bào)網(wǎng)站編譯) |
Updated: 2006-03-14 10:09
