Advertising: An Analysis Of The American Eagle Outfitters Jean Adverts

As a teenaged girl or young adult, you want to dress to impress. Models on the television and in magazines wear outfits that you wish you could own. The young, beautiful, blonde-headed model makes it seem like you are not pretty enough to wear these outfits. In the Cosmopolitan advertisement for an American Eagle Outfitters jean jacket, the blonde-headed woman is wearing the jacket. On one half of the ad, the woman is standing near water with a fence between the two. The waters location is beside the city. In this shot, she is jumping from one bench to the other, living freely. The center of the picture is the American Eagle Outfitters jean jacket. On the other half of the ad, is a close up shot of the model. All that’s shown in this picture is the woman’s face and the jean jacket. However, her hair covers up some of her face.

By doing this, it is showing that they are less powerful than men. Ads tend to put women down. Like Kilbourne stated, the Cosmopolitan advertisement shows in a few ways how they feel women are less powerful than men. The first way is where the half of the ad is covering up the woman’s face with some of her hair. Therefore, this shows weakness by stating the models being silenced or cannot speak what is on her mind. Since this is an ad for teens and young adults, it is also suggested, being that they are so young, they have no say, especially because they are a woman. The second way this ad is trying to show women are weaker than men is on the other half of the ad. It is showing the blonde-headed woman jumping from one bench to the other. The models presented as not having any sense. If this were a man in the advertisement, he would not be jumping or posing in any foolish ways. In conclusion, the Cosmopolitan advertisement on the American Eagle Outfitters jean jacket, along with several other ads, shows weakness in women compared to