ENG101 HW 1: Analysis Breakdown business scenario à Commercial solution

BACKGROUND:
Jours Apres Lunes, a French line of lingerie for tiny tots to teens, is raising eyebrows over its depictions of little girls all dolled up in kiddie bras and underwear, reports Fashionista.
The little girls who model the Fille collection aimed at 4-to12-year-olds, wear makeup and sunglasses, aping poses of models four and five times their age. Conversely, an older model, posing for the Femme collection, clutches a teddy bear.
Jours Apres Lunes, which translates into "Days after Moons" is the brainchild of Sophie Morin, a longtime lingerie designer, according to the website, which says her goal was to borrow from adult lingerie trends to create underwear for toddlers to adolescents.

http://fashionista.com/2011/08/new-french-lingerie-line-jours-apres-lunes-is-for-girls-ages-four-through-12-does-it-cross-the-line/

or shortcut: http://www.newclassroom.com/101hw1.htm

YOUR Sample Scenario to Analyze as PTARP:
(Problem, Thesis, Actions/Arguments, Research, Presentation)

You want a promotion, and unlucky for you, marketing has a test to see if you should get it.
French “Loungewear” designer Jours Apres Lunes has begun their contract with the chain of American “Bullseye” stores. Their adult products are very profitable to Bullseye stores, and they know it: the French design company considers it a deal breaker if Bullseye doesn’t promote their newest design, an idea by by the company’s ‘creative’ spouse, which is lingerie for kids. As a referral (‘do it or lose our contract!’) from the Bullseye Children’s Clothing Purchasing VP, you have been given the chance to plan the commercial campaign for the Southwest US (Arizona, Texas, New Mexico ‘audience’). It will air during the Fall back to school timeslots, on TV and in demo TVs in children’s underwear section.

THE PLAYERS:
The French company believes the original ads with kids in adult poses should be fine as is, kids want to be sexy, too, as source material – just make those kids and poses into a commercial.;

The VP of Children’s Clothing wants to make sure the kid lingerie commercial is suitable for Southwest Bullseye customers – and now it’s your name attached to the campaign, it’s your job on the line to balance everyone’s interests, offend no one, keep the client, and get the commercial designed.

ANSWER THESE: (continues on Back)

P: Your problem is:

Subtext:

T: How you will solve it (one sentence, what you will do):

A: List 5 risks (problems) of the commercial for Jours Apres Lunes Kid
Lingerie and and 5 actions/arguments that overcome them?

Five RISKS:*

A (con’t) Five Actions/Arguments: [that mitigate (reduce) those risks*]

* Sample good action argument: Risk: “Kid’s Lingerie” is an awful name/will bring in reports on TV news
Action: “Change the line’s name to “Loungewear” (It’s a non-sex name and the name of the parent adult line, so everyone’s happy)

Sample Bad Argument/Action: RISK: Parents will feel that their little ones are growing up to fast.
Argument: “Show the parents and kids all in lingerie, hugging each other, with caption, “Sexy fun for the whole family”

R: What market or other type of research could you try to ‘find’ to support 2-3 of your actions above?

P: Presentation: Summarize in just a few detailed descriptive sentences (but not more than 1 page) how your actual commercial would look…. (On Tues, we’ll walk through vs extra credit chance for volunteers)