The strains of modern living are encouraging more and more women to seek stress relieving activities such as yoga, meditation, massage, shiatsu and reflexology. ‘Spiritual spending' totals £670m per year in the UK whilst spa retreats and yoga holidays account for a further £20m. Marketers recognize that ‘well-being' is a major high street trend and have used yoga to sell such diverse products as insurance, beer, air freshener and weed killer. One advertising agency described yoga as a reliable medium through which advertisers can communicate with the ‘Special K demographic'. (Special K is a low-fat breakfast cereal manufactured by Kellogg.)
Questions
1 Who do you think are the ‘Special K demographic'?
2 Can you think of any instances of yoga being used to promote products?