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Introducing the least subliminal advertising ever. In Japan, companies are actually launching print campaigns on young women's bare legs.
來見識一下有史以來最大膽露骨的廣告方式吧。在日本，一些公司用年輕女孩的光腿作為廣告牌，印上圖案進(jìn)行宣傳。
Are we really ready to turn our bodies into billboards for a few extra bucks? Japanese advertisers are banking on it, offering women money in exchange for the use of their thighs. Participants paste temporary tattoos of brand logos on their legs and spend the day exposing them to oglers. To be eligible for ad space, you must be at least 18-years-old and connected to least 20 people on social networking sites. The idea comes as part of the advertising maxim that ads should run “wherever people are looking.”
真的有人愿意為了得到那點(diǎn)額外的小錢而將自己的身體變成廣告牌嗎？日本的廣告商就指望有女孩愿意出租玉腿，他們出錢以換得對女孩大腿的使用權(quán)。參加這種廣告活動的女孩在大腿上貼上暫時(shí)性商標(biāo)紋身，然后花一整天時(shí)間向路人展示。想讓自己的大腿有資格成為廣告空間，你必須年滿18歲，而且在社交網(wǎng)站上至少有20個(gè)好友。這一主意源于廣告業(yè)的一條真理，就是“哪里有眼球，哪里就有廣告”。
As of November 2012, about 1,300 women have registered their legs to be part of ad campaigns with Absolute Territory PR, the publicity team behind the bizarre media blitz. In fact the name of the PR company, “Absolute Territory,” is a translation of the Japanese phrase “zettai ryouiki,” used to describe the area on a woman’s leg between the end of her skirt or short and the beginning of a thigh-high or knee-high stocking, a style that has been popularized by Japanese Anime and manga.
截至2012年11月，已有約1300名女孩在“絕對領(lǐng)域”公關(guān)公司報(bào)名，愿意用她們的大腿做廣告。這一公司就是發(fā)動這場奇異的媒體閃電戰(zhàn)的宣傳團(tuán)隊(duì)。事實(shí)上，這個(gè)公關(guān)公司的名字“絕對領(lǐng)域”是從日語翻譯過來的，在日語中該詞是用來形容女人腿部從短裙或短褲下擺到過膝或及膝長筒襪頂端之間的那一段。這種流行的穿衣風(fēng)格是被日本動漫和連環(huán)畫帶動起來的。
In order to get paid at the end of the day, women must wear the advert, which comes in the form of a temporary adhesive, for at least eight hours. They must also post photos of themselves wearing the adhesive on social networking sites like Facebook and Twitter as proof of completing the job. Women can expect to earn between $13 and $128 for one day’s work.
為了在一天結(jié)束時(shí)拿到報(bào)酬，女孩必須讓廣告圖案在大腿上停留至少八小時(shí)，這些廣告圖是用臨時(shí)粘合劑貼在腿上的。她們還必須把自己帶貼圖的大腿照片上傳到Facebook和Twitter這樣的社交網(wǎng)站，以證明自己完成了工作。她們一天的報(bào)酬從13美元到128美元不等。
Presumably, because “zettai ryouiki,” is a “total magnet for the male gaze," one can assume this marketing strategy would work particularly well for products or services geared to a male audience.
由于女性大腿的“絕對領(lǐng)域”應(yīng)該是“最吸引男性眼球的磁鐵”，可以推斷這種營銷策略對于面向男性消費(fèi)群體的產(chǎn)品和服務(wù)最有成效。
It’s not only advertisers who are taking advantage of the popularity of the trend. The band Green Day had girls stamp an ad on their thighs as a marketing campaign for their new album, !Uno!.
并非只有廣告商在利用這一流行趨勢，綠日樂隊(duì)也曾在女孩的大腿上印廣告來宣傳他們的新專輯!Uno!。
Though it could be classified as a blatant objectification of the female body, Absolute Territory PR’s crafty campaign is a glimpse into the future of advertising. It’s been theorized that in just a few years advertisers will be able to use augmented reality to float digital ads in prominent places that you would need special glasses or contacts to see. It’s a brave new world.
盡管這種行為會被視為公然將女性身體物化，“絕對領(lǐng)域”公關(guān)公司巧妙的宣傳手段卻讓我們窺見了未來的廣告趨勢。有人提出理論說，要不了幾年，廣告商就能夠用增強(qiáng)現(xiàn)實(shí)技術(shù)在顯眼的地方放置漂浮在空中的電子廣告，戴上特別的眼鏡或隱形眼鏡就能看見這種廣告。這將是個(gè)美麗新世界。
