Does sex sell? American Apparel’s advertisements use sexual images to sell their products, it is a strategy that has caused much controversy because it is the woman being put in the advertisement in a suggestive way to model American Apparel’s clothing. From having American Apparel female employers exposing their bodies to female models seductively placed in overtly sexualized positions to having a pornographic actress.
American Apparel has been a controversial company when discussing their advertisements. The company advertises their clothes in a sexual and erotic way, generating much publicity about the advertisements and even having some advertisements banned.
One advertisement to look at is a 2005 ad campaign of a blonde female who is topless and her legs and hair are covering her chest, slightly parted to expose her underwear covering her female body parts as she wears American Apparel’s knee-high socks/tube socks.
American Apparel is a slightly higher priced brand, compared to Walmart or Target, that produces clothing in the United States and is sold in North America. Their clothing is popular in mainstream, urban areas, which can be seen in the retail locations listed on the advertisement.
When looking at the brand itself, American Apparel, there is many meanings behind the word American. American originally meant the New World, but now, American represents the people or things from the United States of America. The word American gives a sense of nationality, patriotism and unity.
The denotative meaning of apparel is clothing ...
... middle of paper ...
American Apparel’s advertisement is highly suggestive and sexualized and one that stirs up a lot of controversy. Some of the strategies used in creating this advertisement are beneficial, but they are overshadowed by the sexualization of the advertisement. There is so much going on in this advertisement that could be related to soft-core pornography. Even if the audience did not know who the girl in the advertisement was, the sexualized advertisement would still be the same. American Apparel is known for the models used in their advertisements. Not only do they use models, but sometimes they use their own employers.
What are these advertisements telling their target audience? There are deeper meanings within the advertisement than what is just seen on the surface. American Apparel should not have their models being submissive and posed in a provocative manner.
Need Writing Help?
Get feedback on grammar, clarity, concision and logic instantly.Check your paper »
- Time to Play An American Apparel ad is laid out with half of the page showing a colorful image of a man and a woman, but is only shown from the waist down. The woman is atop of the man, with her hands on the man’s stomach. She is only wearing underwear, and the male is appearing to be wearing boxer shorts. The bottom half of the page is white. In big bold text in the upper right hand corner of the second half, it says ‘Playtime’. In the lower right hand corner, it lists all the locations of the American Apparel stores.... [tags: Clothing, Gender, American Apparel, Feeling]
703 words (2 pages)
- In the American culture today, women are becoming more sexualized at a younger age due to the influences of the corporate media. Corporate media and society form the perfect idealistic body that women should have and is constantly being promoted making younger girls start to compare themselves to them at a young age. Certain shows and movies, such as Disney, influence young children and teenagers through their characters as to how a woman is supposed to be accepted. The way the corporate media and society make this body image they want women to have starts in a very early stage in a woman's life without them knowing.... [tags: Hyper-Sexualization of Girls]
2257 words (6.4 pages)
- Introduction American Apparel is a well-known clothing brand and company across the world. Basically AA is a manufacturer, distributor, and retailer of clothes with its headquarters based in the Los Angeles, California, U.S. Today it is known to everyone that this company is a sweatshop-free, vertically integrated, with a robust CRS stance which strongly supports the workers’ rights and tries to legalise the illegal foreign workforce of the American clothing industry. American Apparel is also known as a corporation that rejects the typical fashion ads and performs its own design, marketing, and advertising of fashionable clothes.... [tags: business policy, illegal sweatshop]
3180 words (9.1 pages)
- Health and Safety More businesses rely heavily on outsourcing; therefore, American Companies should have some accountability for the health and safety to employees who manufacture their garments. For example, based on research, “international companies doing business in nations like Bangladesh and Pakistan have a moral responsibility to improve the working conditions and safety of the people who manufacture their clothing and other products” (Smith, 2013). Actions and Responsibility Thus, several actions the American businesses can propose, such as implementing and complying with worker rights, labor laws, and code of conduct as a prerequisite for future purchases.... [tags: american companies, outsourching]
893 words (2.6 pages)
- With the media becoming the main source from which the current society gets their daily information concerning products, news stories, and entertainment, it is wise to think critically about the messages they are conveying to us. These corporations spend large sums of money every day in order to grasp our attention. The question as to whether or not they have their customer’s best interest in mind arises and leaves the public no answer but to look to the advertisements they have produced. Consider the pistachio industry using a woman with a whip to grasp the viewers’ attention.... [tags: The Media, argumentative, persuasive]
1093 words (3.1 pages)
- “Sex sells” has been used as an excuse to exploit and humiliate women through advertising for years. It is seen everywhere: television, movies, magazines, billboards, literally any place that can have an advertisement put in/on it. One company that specializes in advertisements composed of sexualizing women in order to sell their clothes is American Apparel. For years, they have created degrading ads that make the average believe they need to look like these images in order to feel good about themselves.... [tags: Sexuality ]
1139 words (3.3 pages)
- Overview of the Korean Apparel Industry SUMMARY Korea's apparel industry has shown steady growth over the past few years with the rapid embrace by its consumers of foreign fashions, an increasingly wider variety of apparel in the marketplace and evolving industry marketing channels. The emergence of new distribution networks for apparel has occurred in tandem with changing consumer tastes and purchasing patterns, most notably through E-commerce, TV home shopping, fashion outlets, and discount stores, which for the most part, weren't in existence before the 1997-98 economic crisis.... [tags: Industry apparel Analysis]
1545 words (4.4 pages)
- The sexualization of women in the 21st century has led many to wonder whether or not the feminist movement actually resulted in more harm than good. Although the progress and reform that came out of the feminist movement is indisputable, things such as equal rights under the law, equal status and equal pay, the reality is that the subjugation of female roles in society still exist, and the most surprising part about this is that now women are just as much as at fault for this as men are. Ariel Levy defines female chauvinist pigs as “women who make sex objects of other women and of ourselves” (Levy 11).... [tags: Feminism, Subjugation]
1235 words (3.5 pages)
- The sexualization of girls and women has become a prominent problem within our society. Every day men and women alike are exposed to images and depictions of women through social media outlets, advertisements, TV programs and movies, and simple internet searches that have facilitated the development of harmful societal ideals and standards. Due to the ever-changing societal views and sociocultural environments, women are constantly being faced with new challenges. The societal pressures put on girls and women contribute to their risk for a variety of health issues as well as life stressors.... [tags: Sociology, High school, Ethics, Social]
956 words (2.7 pages)
- The TV and Film Industry’s Portrayal of Women has drastically affected many of their lives, much too often women compare themselves to the female images they see on television, film, and advertisings; at both the conscious and subconscious level, these media images of women lower self-esteem and affect behavior at every age and stage of life. We know they are unrealistic, yet they apply so much pressure on women to conform, and influence how we live, love, work and play. This gender role that society has generally considered appropriate for women is wrong.... [tags: advertising, TV, film industry]
1682 words (4.8 pages)