Annotation3: Is it Appropriate to Use Showgirl as a Commercial Strategy?

 In recent years, lots of sexually attractive females can be seen at every exhibition. They are showgirls. Some records have stated that females are frequently objectified and commercialized in order to satisfy the desire of males in a patriarchal and capitalistic society. Due to the changing trends, saleswomen reveal different appearances in various frameworks of exhibition. Showgirls have become the key persons in the exhibition; their mission is not only to soften the atmosphere penetrated by cold hard products, but also to attract visitors, engage in customer relations, and achieve the expected turnover.

As I mentioned in the Annotation2, “showgirl” is an occupation similar to general Ad model while their workplaces are merely in Year End Party of the company, exhibition, press conference, product launching ceremony and road show, etc. Showgirls are models who dress dazzlingly with uniform, drumming buyers up for the products.

However, female legislators as well as representatives of woman’s organization blast that this kind of occupation exists the suspicion of implicating the objectification of the females which also degrades the image of woman. They claim that the authority ought to step in to help correct this social malady. While it just neglects the marketing mechanism and the economic aspects. The commercial strategy is able to promote business and the development of economy.

Grounding on the research, showgirls do not necessarily attract consumers with pure intentions to purchase their desired products, but they do attract consumers who love to ogle showgirls or who just want to spend their free time at the exhibition. That is, showgirls even capture costumers who are originally not going to purchase. Another research, a demographic statistic, presents that those showgirls do attract many students under the age of 25, and they were willing to go change their purchase intention. Furthermore, most of showgirls have bountiful income. The high quality of their economic capital promotes their quality and capability of purchasing; and then promotes the development of economy which all in all is a positive circulation of marketing. Showgirls absolutely create double business opportunity.


Sources : http://blog.youthwant.com.tw/fk1955/hc1151/1235/

Revised Annotation2

Lots of people parallel showgirl with sex and instill the concept of moral degeneration into this occupation. However, we could just consider it as a commercial strategy. There are various ways of marketing policies, showgirl is just one kind.

Compare to Ad models, I think they have no actual difference with showgirls. As showgirls, Ad models also draw males’ sights in the manufactures. If one wants to compare these two jobs’ differences by compulsion, the most obvious dissimilarity is that showgirls introduce products in the face of buyers while Ad models show themselves on the screen or poster; there is no actual interaction between buyers and Ad models. Plus, speaking of the professional aspect, they both possess trained skills as well as proper working attitude. Some might state that all showgirls requires is showing their beautiful appearance without any professional knowledge; not so, according to a proficient showgirl, Pei-Pei, who has devoted herself to this work for eight years, she says that showgirl must undergoes series training just like those models. Furthermore, except for ability to make professional poses, showgirl has to steel their capability of being host.

These kinds of marketing do have affirmative results. Grounding on one research, the promotion activities with showgirls have a significant effect on the purchase intention. Showgirls assist selling do affect and attract a large number of visitors, activating the atmosphere and increasing consumers’ buying. The findings of this research also show that showgirls’ physical attractiveness increases consumers’ intention to stay for the purpose of the interaction with showgirls. Thanks to the above reasons, salesmen are able to make use of much more chance and time introducing the products and then bringing about customers’ desire for purchase. More interestingly, this positive emotion display of showgirls even increases the evaluation of products.

 There are about 206 exhibitions in Taiwan every year, attracting many buyers and consumers visiting. For example, there were 1715 manufacturers participating and 120,000 consumers visiting “2010 Computex Taipei.” Besides staffs, Show Girls play a very important assisting selling role in the exhibitions; they act as the main role like hosting, introducing products, dispatching gifts, filling in questionnaires in the marketing activities. A statistical data shows that the growth rates of “2011 Computex Taipei” get up to 8%, refreshing the record in previous years; researchers claim that in addition to progressive designs, showgirls have considered contribution to the outstanding accomplishment. To sum up, think rationally, “showgirl” is a good strategy that it not only helps create business achievement but promotes economic development as well.

Revised Annotation1

Recent years, more and more enterprises choose the appearance beautifully sales person in the specific situation. There occurs the all new kind of commercial role who calls “showgirl” in commercial exhibition, forming one kind of Taiwan unique industry phenomenon. While many argue that showgirls are selling body image to fulfill buyers’ desires of watching sexy young girls. Furthermore, lots of news and research point out that the role of showgirls alters from simple product narrator to eye-catching sexy babe in 3C mall, which results from the demand of suppliers, consumption habits and social culture. Although the influence of sex appeal has not been proved yet, sexy showgirl activities still prevail, while the showgirls are molded into the stereotype of sexy female image.

According to the news in 2012, the Eurogamer Expo in London proclaimed that they are going to set a veto on the appearance of showgirls in the following years. The organizer stated that the aim of the exposition is to display games with true way instead of attracting buyers through those sex-selling showgirls.

Nonetheless, I think it’s ridiculous to parallel showgirl with sex. The wave of having showgirl in the exposition is mainly because of commercial orientation in that most customers pottering around in the exhibition are males or even indoorsmen. Then of course they will match up the need of those guys, it is a natural commercial activity as well as strategy. Furthermore, the clothing of showgirls is not distinctively cleavage; in fact, those girls in the city wear more daring and cleavage clothes for fashion.

By any possibility, people watch showgirl with unusual vision in that they are females. As far as I’m concerned, it is the public vision being objectified rather than females themselves. Those showgirls are not flower vases or sugar babes who are coquettish, they just confide in their figures. More importantly, the content from unrolling beauty is just the added value; the most significant thing is that they are able to experience professional capability on work along with attitude toward work. To sum up, it is merely one kind of commercial tactics; we do not have to impose our self-righteous morality on this phenomenon. 

Transcription1

(Niki)Hello everyone, I’m Niki.

I’m Phoebe.

(Niki)Today we are going to talk about…our topic is “Is it appropriate to use showgirl as a commercial strategy?”

I’m the affirmative side.

(Niki)And I’m against it.

Lots of people parallel showgirl with sex and link this occupation with moral degeneration. But I think we could just consider it as a commercial strategy. Compare to Ad models, I think they don’t have apparent differences with showgirls. They both have professional skills and their working attitude is really professional. Some might say that all showgirl has to do is showing their beautiful appearance and they don’t need to have any professional knowledge. It is not true, according to a professional showgirl, Pei-Pei, who has devoted herself to this work for eight years, and she says that showgirl must undergoes a series training just like those models. And except for ability to make professional poses, showgirl has to steel their capability of hosting. So why do people worship models as a dream job but they just against showgirls? I think these careers are the same.

And these marketing do have affirmative results. According to a research, the promotion activities with showgirls have a significant effect on the purchase intention. Showgirls assist selling effect and attract a large number of visitors, so activating the atmosphere and increasing consumers’ buying. And this finding also shows that showgirls’ physical attractiveness increases costumers’ intention to stay at the exhibition and the buyers will interact with showgirls and this time they will have more time to listen to the introduction to the products.

 There are about 206 exhibitions in Taiwan every year, attracting many buyers and consumers visiting. For example, there were 1700 manufacturers participating and 120,000 consumers visiting the Computex Taipei in 2010. Besides staffs, Show Girls play a very important assisting selling role in the exhibitions; they act as the main role like hosting and introducing products and dispatching gifts, filling the questionnaires in the marketing activities. There are various marketing policies in the commercial and I think showgirl is just one kind. Think rationally, “showgirl” is a good strategy that it not only helps create outstanding achievement but also promotes Taiwan’s economic development.

Thanks.

Annotaion2 : Is it Appropriate to Use Showgirl as a Commercial Strategy?

Lots of people parallel showgirl with sex and instill the concept of moral degeneration into this occupation. However, we could just consider it as a commercial strategy. There are various ways of marketing policies, showgirl is just one kind.

Compare to Ad models, I think they have no actual difference with showgirls. They both possess professional skills as well as working attitude. Some might state that all showgirl need is showing their beautiful appearance without any professional knowledge; not so, according to a proficient showgirl, Pei-Pei, who has devoted herself to this work for eight years, she says that showgirl must undergoes series training just like those models. Furthermore, except for ability to make professional poses, showgirl has to steel their capability of being host.

These kinds of marketing do have affirmative results. Grounding on one research, the promotion activities with showgirls have a significant effect on the purchase intention. Showgirls assist selling effect and attract a large number of visitors, thus activating the atmosphere and increasing consumers’ buying. The findings of this research also show that showgirls’ physical attractiveness increases consumers’ intention to stay and to interact with show girls. The positive emotion display of showgirls increases consumers’ intention to stay and product evaluation.

 There are about 206 exhibitions in Taiwan every year, attracting many buyers and consumers visiting. For example, there were 1715 manufacturers participating and 120,000 consumers visiting 2010 Computex Taipei. Besides staffs, Show Girls play a very important assisting selling role in the exhibitions; they act as the main role like hosting, introducing products, dispatching gifts, filling in questionnaires in the marketing activities. Think rationally, “showgirl” is a good strategy that it not only helps create outstanding achievement but promotes economic development as well.

Sources: https://www.youtube.com/watch?v=8h-eE0y2Uj4

              http://ndltd.ncl.edu.tw/cgi-bin/gs32/gsweb.cgi/ccd=S_aAaa/webmge?Geticket=1