We’ve received a lot of attention on one element of a marketing campaign for our snazzy electronic book reading device. Basically, it is a poster appearing on the walls of busy construction sites and mass transit locations in some of the country’s largest cities. It’s an ad implying that the Reader is “sexier than a librarian.”
Please be assured that this was a tongue and cheek effort on our part, playing off a certain stereotype or a fantasy, depending on how you look at it. With a little humor in mind, our aim was to draw attention to the style and the appeal of this unique device. The ad was never meant to be taken literally. In fact, I have a cousin who spent several years as a librarian, and I certainly would not want to make such an implication about her one way or the other.
To me, suggesting that a piece of hardware is “sexy” implies that it is something that emotionally attracts you. It is something that stands out as much for its breathtaking design – a design you just can’t take your eyes away from — as it does for its incredibly smooth functionality and performance. In my view, the latest Reader model introduced on Oct. 2 is one such example.
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