A Rhetorical Analysis Of Abercrombie And Fitch

When you think about clothing advertisements these days, do you think the cloth advertised suits you or makes you feel like you need that cloth to fit in? This advertisement from the retailer giant Abercrombie & Fitch effectively uses the rhetorical appeals to attract consumers mostly focusing on pathos. A&F employs their models attractiveness and sex appeal to create a window effect that allures the shoppers all around the world. Moreover, for a company that has been around for more than a century, the name A&F in a simple t-shirt is enough to persuade a shopper to buy it. Finally, its aggressive use of logos has established an exclusive brand that is not fit for just everyone and the feel that you must wear it to either blend in or stand

Abercrombie and Fitch has been around since 1892. Throughout the years, this retailer giant has been able to build itself an effective and exclusive image in the mind of every consumer. Its constant use of the sex appeal and its exclusionary advertisement methods are what keep this brand so exclusive and attractive to the general public. It is a brand that can easily charge $35 for a tank top just because it has the logo “A&F” printed in it. In this advertisement, the logo seen at the bottom left of the picture is sufficient to attract some customers that want to feel and wear the A&F

This particular Abercrombie & Fitch's ad is the epitome of the fact that companies use it to attract customers. It gives off the notion that if you ever want to look sexy and cool like the models in the ad, you need to wear that brand. Even though Abercrombie & Fitch is a well-known brand name that by itself can do a good job in persuading a shopper into buying a product just because it is from “A&F”, its sales have decreased exponentially in the U.S. Part of it can be attributed to their exclusionary advertisement techniques that only aim to a certain part of the population. Abercrombie and Fitch might now have to start alluring consumers they now want to exclude so they can see an increase on its