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I always think it wise to look at the target market for any commercial, which is actually what this is - it is advertising a chapter by marketing to a very specific demographic (not the creepy guy one). It was undoubtedly designed to appeal to the 18 - 22 year old women going through recruitment at Bama. In much the same way I am completely flummoxed by advertising obviously not targeting me (the examples are legion, but I always think back to the hamsters driving a toaster - what?), those who are not in the demographic targeted may well scratch their head at the appeal. As to how Alpha Phi did - I believe it was over 140+ in the new member class. So, in that case, it was a success.
Admittedly, in the larger scheme of things, the negative publicity is not good for the whole of the sorority system, but then again, those who are heaping scorn are not those who were supportive of the system before the video received all this attention. I think there were those who had an axe to grind with Bama, and on the heels of last year's brouhaha they went looking for a story. Since over 200 WOC accepted bids, that dog wouldn't hunt this year, so off they went, finding something to protest - a video no better or worse than any Victoria Secret's ad.
The proof of the pudding is in the tasting, so let's look at the impact all this had on the Greek system:
Very little.
I would hope that chapters will think long and hard before 1. making these videos (I am not a fan) and 2. making the videos public if they do use them for recruitment.
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Gamma Phi Beta
Courtesy is owed, respect is earned, love is given.
Proud daughter AND mother of a Gamma Phi. 3 generations of love, labor, learning and loyalty.
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