We all know marketers target teenage girls in their advertisements, but a recent trend in Japan has turned these teen-aged girls into the advertisement themselves. A story by Kate  Randall explains that this isn’t an ordinary type of advertising – companies are now able to buy advertising space on girls legs, and more specifically, their thighs.

Three Japanese girls with paid advertisements on their thighs

As of this past November 1300 girls have already registered their legs for add space – and the number only seems to be growing. In return for the advertisers money, the girls are stamped with a company’s logo or message and must allow the logo to be visible by wearing short shorts or a mini-skirt, and the logo must remain on for eight hours. The girls themselves are then responsible for posting pictures of themselves (along with their new temporary sticker) onto their Facebook, Twitter and/or other social media sites.

This isn’t the first time that companies have advertised on a persons skin. Back in 2007 a man sold advertising space on his face, surprising for prices as low as only $100, and had companies logo’s tattooed onto his face.

Back in 2007, a man – now regretful – sold advertising space on his face

Although the advertisements on the girls thighs are not permanent, it still brings up a moral dilemma of how far is too far. Advertisements on a girls thighs might just cross that line of being too far. Ultimately it the girls choice of whether or not she wants to register and put herself in the position of using her thighs as an advertisement. But with the only guidelines being 18 years old, and having a minimum of 20 connections on social media I personally believe this is a situation that has gone too far.

After 48 years of a shortened name, Hudson Bay Co. has decided to follow through with its statement last year that it will change from its current “The Bay” name and logo and bring back its almost 350 year Canadian Heritage; the new logo will sport the companies original coat of arms, show its 1670 founding date and show the full name “Hudson Bay.”

New Hudson Bay Logo, March 2013

As Canada’s oldest company, previously Hudson Bay had not been recognizing the fact that it is one of the most significant parts of Canada’s heritage; being founded in 1670. It’s new logo will bring new and refreshing life to an old company that is trying to become a powerful brand like it once was.

After being sold to an american owner in 2006, Hudson Bay was in jeopardy of losing any remaining heritage that it had left. As a patriotic Canadian, I am extremely happy with the company’s decision to try and revive some of the company’s lost heritage with its logo change; I believe that the logo change will bring back other patriotic Canadian’s who want to support their country’s heritage.

A Hudson Bay Co. Store in Manson Creek, BC.

As Ms. Brown states in this article by the Globe and Mail, the new logo shows that Hudson Bay is trying to use its age-old roots to try and bring more Canadian’s to its store in a time of low consumer spending.

“It’s classic, and classy,” Ms. Brown said of the new branding. “Connecting to the core of the brand seems like a smart move, particularly right now.”

From a marketing perspective I believe that the logo will give the company a new look and the possibility of looking like the ‘higher-end’ retailer that it is trying to become. The previous logo almost seemed childish to me, and did not come across as a fancy, expensive retailer; I believe the new logo does give Hudson Bay this fancy, expensive look and will improve the company’s business position.