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People Confused By Adverts For Bottomless Pyjamas

People Confused By Adverts For Bottomless Pyjamas

Ads have been popping up all over the place

Amelia Ward

Amelia Ward

People have been left baffled by adverts for pyjamas that have a 'functional flap' on the bum.

The ads have been showing users 'plain functional buttoned adult pyjamas' and have been promoted by various retailers since last week.

Internet users have been wondering why the ads are targeted at them, with most advertising based on the user's search history.

An expert thinks the ads could be designed to collect data about consumers.


People first started reporting them when the fast fashion brand IVRose started targetting ads - the Facebook page is managed by a Chinese firm called Shanghai Lishang Information Technology Co Ltd.

IVRose

Mat Morrison, a planning director at a marketing agency called Digital Whiskey said this sort of imagery is often user by Chinese advertisers.

He said the aim is to capture attention using provocative images - and it looks like it's definitely worked.

Speaking to the BBC, Mat said: "Risqué, seaside-postcard style wardrobe malfunction-style adverts are a staple of the low-end publishers."

While the targetting of ads is usually fairly niche, he thinks this time it could be much broader, and aimed at a whole gender or age group, as opposed to a narrow demographic, or fans of certain pages.

He also said the idea is that marketers may not want them to just buy the items in the titillating advert, but rather to use that click to target other products to that user in the future.

He explained: "They've created a tantalising advertisement that is just about 'clean' enough to pass publishers propriety rules, but salacious enough to capture audience interest.

"When someone clicks on it, the advertising network will place a retargeting cookie on their device that will let them identify them when they next see them.

"The web has opened up new routes to market for Chinese manufacturers who are selling to Western audiences through platforms like Amazon and eBay.

"But advertising lets them sell directly to their customers, which increases margin and profit."

Chinese retailers come up with some of the most weird and wonderful items to buy, including dresses for your washing machine.

Wish

For some unknown reason, online retailers have begun to sell the items, describing them as 'unique gifts for women'. Steady on.

The covers come in all kinds of designs, but you can mainly expect some floral patterns, a few beads, and a LOT of chiffon.

Featured Image Credit: IVRose