Page 28 - Tax Free Catalogue Covers Research Report
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Verbatim comments showed that the “Fashion” themed covers were felt to be too provocative for a catalogue selling tax free goods. They did not put readers in a holiday spending mood and the image of the model in the blue dress in particular was considered sexist by many
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Reasons For Disliking the “Fashion” theme
Colourless, bland, provides few associations with holiday.
Sexist and irritating.
I do not understand what the image conveys.
Rigid, cold and colourless.
What has that image to do with duty-free sales?
Fashion 4a
Definitely gives no indication of the content.
A bit too provocative - not suitable as a cover for these goods.
Do not associate this image with holiday and travel.
A relatively provocative picture of a woman makes me definitely not in the holiday mood.
Looks like a fashion magazine, not travel magazine.
Fashion 4b
Q11.Why don’t you like this image?
