page_title: Promotional model
section_title: Trade shows
hierarchical_section_title: Promotional model / Controversies / Trade shows
caption_attribution_description: 中文: 2015ChinaJoy SG美女 第一集。
context_page_description: A promotional model is a model hired to drive consumer demand for a product, service, brand, or concept by directly interacting with potential customers. Most promotional models are conventionally attractive in physical appearance. They serve to make a product or service more appealing and can provide information to journalists and consumers at trade show and convention events. Promotional models are used in motorsports, other sports or at trade shows, or they can act as "spokesmodels" to promote a specific brand or product in advertisements. During the 2010s, controversies over the used of scantily-clad promotional models in sports events and trade shows, involving claims that the practice is sexist, led to a decrease in the hiring of these models.
context_section_description: The slang term booth babe, coined in 1986, or booth bunny, coined in 1989, is widely used to refer to any female trade show model. The models are typically asked to pose for photographs with convention goers, but inappropriate attendee conduct sometimes occurs, such as in case of Electronic Arts' 2009 "Sin to Win" campaign to promote Dante's Inferno. Since the late 1990s and increasingly so, the practice of employing them has been, controversially, strongly criticized by some journalists and segments of video game industry and consumer electronics communities. Critics of "booth babes" declared it a sexist problem, describing the practice as "outdated", sexually objectifying and demeaning, as well as insulting to and alienating other women, in particular those in the information technology industry. In turn, some others argue that the models and companies are being unfairly targeted, accusing the critics of finger-pointing sensationalism, displaying "extreme" political correctness, being prudish and pro-censorship, and spreading a Puritan-like moral panic.
  The moniker "booth babe" is also controversial itself as it is considered offensive and degrading by some, including trade show models themselves. The term nevertheless continues to be often used by journalists and by the people opposed to the presence of the models they define as "booth babes".
  Changing social and business standards have resulted in a decrease in the use of promotional models in trade shows, especially in the United States. The largest video gaming business convention, Electronic Entertainment Expo (E3), attempted to ban "conduct that is sexually explicit and/or sexually provocative" in 2006 following Agetec's 2005 "Anti Booth Babe" protest, but reversed on this stance in 2009, after complaints regarding this and other policy changes. GameSpot's Greg Kasavin commented that, with this attempt, the Entertainment Software Association (ESA) was "trying to put a definition to what constitutes scantily clad and what's borderline offensive" as it was "under a lot of pressure these days to clean up the image of games and to at least demonstrate that the video game industry is responsible in regulating itself" in the aftermath of Hot Coffee mod controversy.
  China Digital Entertainment Expo & Conference (ChinaJoy) introduced and strictly enforced a dress code in 2012, saying they did not want "to send the wrong message" to their adolescent primary audience, and San Diego Comic-Con International banned the SuicideGirls erotic models from having a booth in 2010. Video game convention Penny Arcade Expo (PAX) adopted a dress codes for both male and female models in what they call a "no booth babes" policy guideline, where "booth babes are defined as staff of ANY gender used by exhibitors to promote their products at PAX by using overtly sexual or suggestive methods. Partial nudity, the aggressive display of cleavage and the navel, and shorts/skirts higher than 4” above the knee are not allowed." Eurogamer Expo did not allow them completely in 2012, saying they wanted to make a more "friendly" show and all visitors "to feel comfortable," with a formal guideline saying "Booth babes are Not OK."
  The Consumer Electronics Association (CEA), including its president and CEO Gary Shapiro and senior vice-president Karen Chupka, initially defended the use of female models who were deemed not dressed enough by critics but discouraged the practice in 2014 after a Change.org petition started by a Forbes technology journalist Connie Guglielmo demanded a ban on them and reached 250 signatures. The campaigners' proposal to "ban booth babes" was rejected as the CEA refused to "create and impose arbitrary or unenforceable rules, or worse, inch our event towards a Talibanesque ban on exposure of skin," but the new Consumer Electronics Show (CES) exhibitor guidelines stated, "recent news articles show that ‘booth babes’ can reflect poorly on your exhibit, so we ask that you give this thoughtful consideration, to avoid alienating or offending various audience segments."
  In 2015, tube to
caption: Models at the 2015 ChinaJoy
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