Midori tries to grab consumers’ attention by using the bodacious Kim Kardashian to market their product. Her curves and breasts are highlighted thanks to the skintight green dress. Therefore, she greatly contrasts the other women because they are dressed in simple white attire. Kim Kardashian is in fact different from the other individuals in the Midori advertisement. Not only does she appear to be a different race and ethnicity than the other woman, but she also has something that they clearly do not. She is a well renown individual. This is of great importance when it comes to marketing this item with the ideology of being different. If an average individual or unknown model had been used instead of Kim Kardashian, then the message would not be as “powerful”. She is celebrity who has hit ultimate stardom with the success of the store DASH, the show Keeping Up With the Kardashians, and various spin offs. Thus, she has truly created a name for herself. A it “could be you” idea is created. After all, what woman does not want to look like Kim Kardashian? In addition, it was also a smart move for the brand to include people of different races and ethnicities because it works to include people of different walks of life rather than exclude. In other words, this creates more than one target audience that means that the company has a higher chance of selling the product. It is also interesting to note that Kim is the only one who is "having fun" and "living it up". This depicts Midori as the key to an exciting nightlife as well because those who are holding a martini are not in on the fun. Lastly, the final touch is that the "S" for stand out is not your typical S. It is backwards so it reinforces the idea of being noticeable.
