- Nov 23, 2001
- 44,296
- 16
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So, given that I don't have to work tonight (or at all, for the immediate forseeable future, unfortunately), I've been hanging out watching tv, and I've been seeing these commercials for Aladdin bail bonds. You may not have known this, but here in San Jose, Cali, there's apparently a competitive bail bond market, with the principals being Bad Boyz bail bonds, and Aladdin. In the interest of attracting customers, they have adopted quite different marketing strategies:
Bad Boyz: Targets individuals who are likely to find themselves in jail at some point; depicts people onscreen who fit the stereotypical "bad boy" image, including the baggy pants, "wifebeater" shirt, tatoos, shaved head, etc. Their commercials tend to imply that the people who find themselves in jail do so through no fault of their own (implication, not explicitly stated), and that everything will be all right if only they get the appropriate bail bond.
Aladdin: Targets wives whose husbands are in jail. In these commercials, these women are depicted as being upset (in one case, a woman is awakened at 3am by her husband, who states that he's in jail, gives no explanation, and tells her to "do something"; who wouldn't be upset under those conditions?) Aladdin targets these women by explicitly stating that they are there to provide some emotional support along with the actual bail bond.
Pretty interesting, from an academic point of view.
Bad Boyz: Targets individuals who are likely to find themselves in jail at some point; depicts people onscreen who fit the stereotypical "bad boy" image, including the baggy pants, "wifebeater" shirt, tatoos, shaved head, etc. Their commercials tend to imply that the people who find themselves in jail do so through no fault of their own (implication, not explicitly stated), and that everything will be all right if only they get the appropriate bail bond.
Aladdin: Targets wives whose husbands are in jail. In these commercials, these women are depicted as being upset (in one case, a woman is awakened at 3am by her husband, who states that he's in jail, gives no explanation, and tells her to "do something"; who wouldn't be upset under those conditions?) Aladdin targets these women by explicitly stating that they are there to provide some emotional support along with the actual bail bond.
Pretty interesting, from an academic point of view.
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