KFC's Interesting Ad Buy... Is this right?

A huge part of advertising strategy is placement - because depending on where you buy is he awareness that you will get.

But before I go into my observation as to the picture you see on the blog, let me begin by sayint that not too long I was reading a very interesting article on the "Disneyzation of Society," which can be boiled down to 4 key objectives: 1) Theming, 2) De-differentiation of Consumption, 3) Merchandising, and 4) Emotional Labor.

Though my attempt on today's post is not to talk about the paper it is important to say why it is that I am bringing up. About a decade ago or so, a book that tackled the idea of globalization through the usage of a major corporation, McDonald's, revolutionized the way we look at business - the author called this McDonalization. McDonalization is the idea that global corporations seek to maximize 1) efficiency, 2) calculability, 3) predicatability, and 4) control. Well, in order to be able to accomplish the 4 things, companies need to focus on production and tangible objects if you will. Well, the term Disneyzation is more of a post-modern approach to business, because rather than focusing on means of production it's focus is on branding.

Ok, so this bring me to my initial point. In our over-advertised society, we thing of everything that surrounds us as an opportunity to advertise - in other words anything (literally anything that a potential consumer can see/feel/encounter or come across is fair game) and of course it's even better if you can claim "dibs." With that in mind, please take a look at the picture above, what do you think? The KFC sweatpants say "double down."

1. Is KFC pushing the envelope?
2. Was this a good buy?
3. Are they implying that KFC consumers like butts? (I would think they would be all about the breast and thighs)
4. Is this offensive?
5. This could definitely transfer to initial trial, but will this bring consumer to the stores?
6. How will this affect brand perceptions?