Modern Model January 2014 | Page 6

The
 Greater
 Good–

The
 power
 of
 coopera.ve
 modeling

and
 parts
 modeling

Story
 and
 photos
 by

Brian
 Thornton

T

 here
 are
 two
 important
 concepts

Model
 Maria
 Borton

Photo
 ©
 Brian
 Thornton

Modern Model

Page 6

hard
 at
 play
 in
 this
 photo.

  First,
  the
  idea
  of
  shared
  or

coopera.ve
  adver.sement,
  which
  many

retailers
  are
  using
  to
  reduce
  overall

adver.sing
  costs,
  allows
  some
  retailers
  to

work
  together
  to
  purchase
  larger
  shared

adver.sements.

  In
  this
  photo,
  no
  less
  than
  10

items
  could
  be
  represented
  at
  the
  same

.me
  –
  the
  musical
  amp,
  the
  red
  stereo

patch
  cable,
  the
  guitar
  strings,
  the
  guitar

the
  guitar
  strap,
  the
  Converse
  tennis

shoes,
  the
  jeans,
  the
  shirt,
  the
  jewelry

(bracelet)
  and
  the
  hair
  .e
  (which
  always

seem
  to
  find
  their
  way
  onto
  the
  model’s

wrist).

  Larger
  magazines
  have
  been

promo.ng
  this
  trend
  for
  years,
  and
  the

photo
 cap.on
 would
 generally
 include
 the

brand
  names
  for
  each
  item,
  along
  with
  the

item’s
 purchase
 price.
 It
 is
 a
 very
 effec.ve

way
  for
  both
  large
  and
  small
  businesses
  to

get
 more
 out
 of
 their
 adver.sing
 budgets.

  T h e
  s e c o n d
  c o n c e p t
  i s

demonstrated
  by
  the
  fact
  that,
  for
  the

purpose
  of
  this
  photo,
  the
  model
  remains

faceless.
  Some
  adver.sers
  correctly
  worry

that
  the
  beauty
  of
  the
  model
  might

distract
  viewers
  from
  focusing
  on
  the

products.
  I
  no.ced
  this
  at
  one
  motorcycle

show
  where
  the
  announcer,
  distracted
  by

a
 model
 in
 a
 bikini
 seated
 on
 a
 motorcycle,

accidentally
  announced
  that
  the
  Harley

Davidson
  that
  the
  model
  was
  posing
  with

was
  the
  latest
  model
  Honda
  (to
  make

maZers
  worse,
  the
  motorcycle
  that
  the