Vietjet airline believes that sex sells
I recently stumbled on an article celebrating the success of Nguyen Thi Phuong Thao, who is about to become the first female Billionaire in Vietnam. Thao single-handedly built a successful airline in Southeast Asia. VietJet is the country’s only privately-owned airline and is about to go public. That in itself is impressive and all hats off to her. But what makes the story really interesting is the fact that her flight attendants wear swimsuits onboard, employing the age-old view that “sex sells.” VietJet’s owner believes her bikini-clad staff is empowering women in the conservative culture of the country. But is she really empowering women or is she simply taking advantage of a controversial advertising angle?
Since the beginning of modern advertising, sexual themes have been used to sell products. Tobacco companies in the late 1800s used this method by embedding trading cards in cigarette boxes illustrating naked or partially clothed women.