Essays on On the Simple Economics of Advertising Marketing and Product Design Case Study

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The paper "On the Simple Economics of Advertising Marketing and Product Design" is a perfect example of a Marketing Case Study. Many have termed American Apparel to be promoting sexism; Most of their ads have shown women either topless or wearing barely enough to cover their essential parts. The recent controversial ad was the image of a girl in a pleated skirt bending over a car’ s rear window, her underwear was in plain view of the camera.   The main objective of this ad was to show how sexy the clothes produced by American apparel are and to attract young women who want to look sexy and attract attention on the streets.

The main controversy was why the woman’ s underwear was showing, this sparked a lot of criticism from feminists and human activists alike (saul, 2014). This ad was mainly meant for school-girls as their first target group. In the recent past, miniskirts have been the trend for most school-going girls. This means that the ad is effective in attracting young girls who want to show off their legs.   I would improve the ad by showing the woman posing in an upright posture without exposing her underwear to the public.

The main effect of the controversy is that it labeled American apparel as a company that does not respect women. Most of the people who were against this ad portrayed the company as sexist. This public uproar could influence the brand in a negative way by reducing its sales since most parents would be deterred from buying such clothing for their children. Ad: http: //www. americanapparel. net/ Article Reference: http: //www. independent. co. uk/life-style/fashion/american-apparel-slammed-for-rampant-sexism-in-latest-controversial-advertising-campaign-showing-model-in-miniskirt-9654844.html Burger King Super Seven Incher Advertising Burger King recently posted an ad of their latest addition to their collection of burgers.

They called it the seven inches. The advert showing the Super Seven Incher leaves no room for imagination as one can clearly see the underlying intent. The main objective of this advert was to show how huge and tasty the new burger was. The advert shows a woman opening her mouth to eat the super-sized burger. The  words underneath are suggestively using the term “ blow” . The intended audience was mainly men who like eating a burger and seeing beautiful women. The advert has some sex appeal and can easily attract a man’ s attention.

The ad was only effective to those whose minds thought the same way as the developer of the advert. Otherwise, some people saw it as dirty and not fit for the public. Improvement by using the same character but this time with the burger placed on a plate and she eats using a fork and a knife. It is more effective to show her facial expressions as she eats to appeal to the taste buds of the people. Expressions such as that of pleasure and satisfaction will attract more people than that of shock.

The effect of the controversy was that it made Burger King pull out their advert. This means that very few people were aware of their new product in the market. This would influence the brand by reducing sales, which would be due to conservatism pulling away from their products.


Brook, S., 2004. 'Sexist' ad promoting newspapers brought to heel. [Online]

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Johnson, J. a. D. M., 2003. On the Simple Economics of Advertising, marketing and product design. Journal of Marketing, 6(2), pp. 356-268.

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saul, H., 2014. American Apparel slammed for 'rampant sexism' in latest controversial advertising campaign showing model in mini-skirt. [Online]

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[Accessed 26 August 2014].

Tony Meenaghan, 2000. The role of advertising in brand image development. Journal of Product & Brand Management, 4(4), pp. 23-24.

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