“Jack Astor’s New Sexist Ad Proves They Really Are Asses”

In this post, I am commenting on the blog post entitled “Jack Astor’s New Sexist Ad Proves They Really Are Asses” written by Toula Drimonis.

Summary:

In this entry, Drimonis expresses her strong opinion on the latest piece of marketing Jack Astor’s has come out with…

From what I interpreted, her main issue with the ad is that is it uses the (seemingly) derogatory term cougar as well as “tacky” and sexist humour which comes across as offensive. Drimonis also adds that she believes Jack Astor’s whole marketing campaign “stinks” and that it is not “effective in anyway”.

Is Drimonis right?

For starters, I’d like to point out that Drimonis has a valid point as far as the phrasing of the sign. Many people, especially those with feminist views such as Drimonis herself, would deem this Ad to be demeaning and I can understand how some might be offended. So, I believe she has some truth in her agruement.

However, from a business standpoint, I have trouble agreeing that this marketing tactic is ineffective. Jack Astor’s as a brand is known for it’s gaudy advertisements, attractive waitresses and their appeal to dry humour. You don’t go to Jack Astor’s for a classy night out with the girls (depending on your definition of classy of course). What I’m getting at is that I think this advertisement lies perfectly in the value propositions of the firm. This ad is meant to appeal to Jack Astor’s market segment, where a large portion happens to consist of young men. In my opinion, Jack Astor’s marketing sector is quite clever and ads such as these continue to promote the firm’s identity and are an effective tool (as long as their humour remains within a certain boundary).

At the end of her blog post, Drimonis concludes by saying:

“Jack Astor’s logo is an ass. As in a donkey’s ass. I’ve never felt any which way about the company, but after today, I feel like that logo suits them perfectly.”

I believe she’s right, the logo is a perfect fit. BUT, I believe she’s missed the point. Jack Astor’s point of difference is being a playfully tacky restaurant with an easygoing atmosphere. The emblem of a donkey just further emphasizes the personality of Jack Astor’s. Thus, I believe the logo suits them perfectly, for the better. Some may say a donkey represents the restaurant as(s) well as any.