EOC Exercise: Chapter 10

PROS

·      Being able to have Ginch Gonch billboard anywhere they want should be a right of freedom.

·      High schoolers should be old enough to accept the fact that we live in a gay society.

·      High schoolers could be interested in the products that would help with revenue to the company. “He parked the Ginchmobile outside a restaurant with a glass storefront. As Sutherland entered the restaurant a table of women stoop up and saluted him by dropping their jeans to reveal their Ginch Gonch underwear.” (Brand Story)

·      High schoolers could feel like they can relate to the company and not be self conscious about being gay or not. “We on the gay market…Gay men love them; lesbians love them.” (Brand Story)

·      The public could enjoy the underwear and brand story of live like a kid!

CONS

·      It could have an affect on high schoolers to where they feel uncomfortable.

·      The parents of the high schoolers might not want to have their children exposed to the gay community or almost nude advertisements.

·      People might take it in the wrong way or feel offended. “Sutherland doesn’t care in the lease that some members of the public might find direct gay marketing offensive.” (Brand Story)

Personally, I feel that Ginch Gonch has the right to put their billboard anywhere but at the same time it could offend some people. I think by putting it about 250-300 yards away from a high school would be perfect. It wouldn’t be too close to it where it would cause a big controversy, it would be just right. I also think that high school students are old enough to understand and see this type of brand. High school is where you usually define whom you are by the people you hang with, how you dress and what you do. It could be great for some students who are still trying to “come out of the closet” because they will have an easier time to accept what they are and they can relate to this brand.

EOC Discussion Questions: Chapter 10

1.     The key characteristics of Ginch Gonch’s advertising makes them unique, because they use ads that is known as “double entendre, something that conveys two meanings, one of which is sexual and risqué.” (Brand Story, Pg. 167) They also use cheeky taglines. I think consumers buy Ginch Gonch products because they like to have cheesy, decorative underwear. It also pertains to the gay community.

2.     It might be ethical to some people to use sex to sell products. “Some may argue that using nudity in advertising or hiring expornographic models is wrong and immoral…” (Brand Story, Pg. 170) Other retailers that I know use sex to sell products would be Dolce & Gabanna and Tom Ford. It makes their products more desirable because it draws in the consumers and it makes them focus on the brand and the product more.

3.     I think Jason Sutherland decided to market to the gay community, because it was an instant success with the gay community. “We own the gay market…Gay men love them; lesbians love them.” (Brand Story, Pg. 162) It’s also his savvy female customers that drive his unique form of advertising. I think there are quite a lot of gay consumers out there because that is whom his niche market is mainly for. “By taking chances with a unique product line, creating risqué advertising and being loyal to an established market niche, this brand has grown larger each year.” (Brand Story, Pg. 170)

4.     If I were in charge of Ginch Gonch’s next fashion assortment, I would call it “The Ginch Gonch You!” as in “The Ginch Got You!” I would call it this because it was the first thing that popped into my mind. The Ginch Got You means that you have caved in to buying one of the Ginch Gonch’s underwear. As in the brand got you to buy one pair of underwear.