http://www.google.com/imgres?q=american+apparel+ads&um=1&hl=en&client=firefox-a&sa=N&rls=org.mozilla:en-US:official&biw=1440&bih=685&tbm=isch&tbnid=e-ITcNf4ZePbiM:&imgrefurl=http://dopecouture.com/blog/2009/09/19/the-50-sluttiest-american-apparel-ads-of-all-time/&docid=m1-L67FE76dPVM&w=570&h=780&ei=2c5zTtawNefnsQKoy4SMBQ&zoom=1&iact=hc&vpx=486&vpy=214&dur=276&hovh=263&hovw=192&tx=75&ty=160&page=3&tbnh=182&tbnw=135&start=44&ndsp=20&ved=1t:429,r:2,s:44
The links above are of American Apparel Ads. I didn't know whether to be ashamed that someone of my gender was being portrayed that way or be mortified that these ads are marketing apparel that is are "American." The images to me say something along the lines of American women wear absolutely nothing while posing with their legs wide open. All or most of American Apparel advertisements have a diverse group of models which to me represents America's culture ,but I do not understand to whom this company is targeting such gross images. I guess you can say they are for men, but its women who are buying their products.
Without a doubt, the angle of these images are positioned so the viewer is looking downward at the either the model's crotch or just far enough to make the model seem small and subservient. The setting around the model is low lit and it looks as though she is in a dingy place which instead of glamorizing her, degrades her. Women in this country enjoy freedom, confidence and respect, all of which are absent in these images. I am slightly amused by the fact that American Apparel sells more than lingerie and yet majority of their ads are of models in bras and underwear or just bras.
I cant help but think of our class discussion about language shaping reality and how by calling the store American Apparel, this company has created the idea that American women are semi-nude, subservient women, with nothing to show but crotches.
Another key word these images prompt is gender roles. When and where did we come to find women's bare body parts to be a key component to profit making in the advertising, movie making and publishing business? Why aren't there men on the pages of a retail magazine posing provocatively?
In addition to the gender roles, American Apparel advertisements shows only superficial body image which in other words, consist of petite models. Yes, there is diversity in their collection of models as far as racial and ethnic diversity goes, but i have yet to see a plus size model in their magazines.
I am a strong believer that the female body is nothing to be ashamed of or it is not something to hide from the world but there seems to be something vulgar about these ads that truly affects me as a woman and even as an immigrant who has come to call America my country.
I hope you guys find this bit of media analysis as interesting
I find these AA images to be downright disgusting. They are doing a better job selling the woman's body than their clothes. I say this too because I definitely see more skin than clothing. Thankfully, American Apparel faced sexual harassment lawsuits and is rumored to close this year. Who knows if that is actually going to happen, but at least the issues are being noticed. Overall, there is a huge difference between portraying sexuality in a tasteful way opposed to in a dirty, degrading way showcased above. American Apparel does have good clothing, but they need to market it in a more classy manner.
ReplyDeleteI could not agree more. It's almost unreal how degrading these images are, and some of the images on their website are even worse. Nudity, whether actual or implied, seems to be a consistent theme regarding any American Apparel imagery. The intent of these advertisements may be to make an artsy and bold statement, but, quite frankly, it just comes across as being in purely bad taste. I would be ashamed as a woman to take part in ads such as these as they are insulting and disrespectful to our gender.
ReplyDeleteThese ads made me kind of sad because I really liked American Apparel... Now, I'm not so sure. I definitely also agree with how demeaning these photos are to women. It doesn't make sense how much nudity they are showing when they're not even a major lingerie brand. It's not very appealing. I think AA needs to rethink their advertising method or they might lose many women as customers.
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