Five Reasons to Show Your Underarms - The Next Big Fad?
By Phil Grisolia
Is nothing sacred anymore? TV has long presented us with commercials for products used or consumed in virtually every part of our homes. There's been stuff for our yards, our basements, our living room and our kitchens. From there the tour grew to include our bathrooms and - in more recent years - our bedrooms and the various activities that might be improved there. Apparently having run out of rooms to take us to, the those commercials moved to body parts? But underarms?
We've been subjected to commercials for potions and lotions to improve our hair - even to re-grow or replace it if ours is lacking or missing altogether. We've been presented with remedies for the eyes and nose, devices to whiten and brighten our teeth, even sprays to soothe our irritated throats. And we can almost forgive those commercials that prescribe ways to cleanse our innards.
Moving on, there are remedies galore for our aching joints, our athlete's feet, even those snarling and downright ugly little fungi - plural of fungus, I think - that spend their lives nibbling at or around our toenails.
But the most recent focus on body parts to which our collective attention has been directed is without a doubt the most unique - the underarms of an attractive young lady wearing a sleeveless top as she dances and prances - arms over her head -- through the streets of some nameless city.
All the more hilarious - though bordering a bit on the outrageous - is the statement at the opening of the spot that the young lady has five reasons to show her underarms. To a hotel doorman, a cab driver, a police officer and others, us included?
The marketing gurus have added a whole new dimension to the phrase, "Think outside the box"? They may have even started a new fad...women of the world going about their business with their arms raised over their heads in the belief that there's no end to the number of reasons they can show their underarms.
What was the name of that young lady's deodorant? Gee, I don't remember.
Phil Grisolia is a results-oriented marketing and communications consultant. An accredited Certified Business Communicator (CBC), Phil is also an award-winning copywriter, author, syndicated columnist and respected marketing professor. To see the results Phil delivers for a broad range of clients, visit http://PhilGrisolia.com
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