By Michaela Penn
Objectified females have always been the subject of company’s ad campaigns; no matter the product advertisers still find a way to insert barely dressed females to make merchandise more appeasing. Jean Kilbourne, author of Can’t Buy My Love and the film Killing Us Softly, explains in her lectures how ads sell a great deal more than just products. “They sell values, images, and concepts of success and worth, love and sexuality, popularity and normalcy. They tell us who we are and who we should be. Sometimes they sell addictions (Kilbourne, 1).” In this blog analysis I will examine recent advertisements from Urban Outfitters and American Apparel. I will also specifically consider the difference between males and females in American Apparel catalogue ads, and how females are much more exposed and objectified than males. I choose both Urban Outfitters and American Apparel because of their young aged target market and their recent ad campaigns. Both companies have featured exposed (i.e. breast, buttock) models in various magazines, catalogues, and websites. According to website Quantcast, Urban Outfitters has a 71% consumer demographic of 13-34 year old males and females (QuantCast, 1). Likewise, American Apparel has a consumer demographic of 64% to 13- 34 year old males and females (QuantCast, 2). Though both of these brands have a stronger over 18 audiences, they still have a huge teenage following. Both American Apparel and Urban Outfitters market to young teens because their profits and consumer loyalty are what keeps these businesses running strong.
What Are You Selling Again?
With clothing becoming more risqué’ so is the advertising promoting these clothes. The latest of the nude advertising spree comes from American Apparel (see photo above). This model showing off the brand’s …errr…boy shorts, is positioned to seem as if she is performing oral sex on her male counterpart who is not seen. The correlation between boy shorts and oral sex should perplex every viewer, however American Apparel clearly understands the term “sex sells.” In another recent ad displaying American Apparel new zipper bodysuit, the model’s top half is bare. It’s hard to determine whether this is an actual advertisement or porn. Though this ad was ran in sex-related blog the Debauchette, its controversial actions and model (Porn star Sasha Grey) has made it a hot commodity all over the web and easy access for a young American Apparel shopper.
What Are You Selling Again?
With clothing becoming more risqué’ so is the advertising promoting these clothes. The latest of the nude advertising spree comes from American Apparel (see photo above). This model showing off the brand’s …errr…boy shorts, is positioned to seem as if she is performing oral sex on her male counterpart who is not seen. The correlation between boy shorts and oral sex should perplex every viewer, however American Apparel clearly understands the term “sex sells.” In another recent ad displaying American Apparel new zipper bodysuit, the model’s top half is bare. It’s hard to determine whether this is an actual advertisement or porn. Though this ad was ran in sex-related blog the Debauchette, its controversial actions and model (Porn star Sasha Grey) has made it a hot commodity all over the web and easy access for a young American Apparel shopper.
Objectified females have always been the subject of company’s ad campaigns; no matter the product advertisers still find a way to insert barely dressed females to make merchandise more appeasing. Jean Kilbourne, author of Can’t Buy My Love and the film Killing Us Softly, explains in her lectures how ads sell a great deal more than just products. “They sell values, images, and concepts of success and worth, love and sexuality, popularity and normalcy. They tell us who we are and who we should be. Sometimes they sell addictions (Kilbourne, 1).” In this blog analysis I will examine recent advertisements from Urban Outfitters and American Apparel. I will also specifically consider the difference between males and females in American Apparel catalogue ads, and how females are much more exposed and objectified than males. I choose both Urban Outfitters and American Apparel because of their young aged target market and their recent ad campaigns. Both companies have featured exposed (i.e. breast, buttock) models in various magazines, catalogues, and websites. According to website Quantcast, Urban Outfitters has a 71% consumer demographic of 13-34 year old males and females (QuantCast, 1). Likewise, American Apparel has a consumer demographic of 64% to 13- 34 year old males and females (QuantCast, 2). Though both of these brands have a stronger over 18 audiences, they still have a huge teenage following. Both American Apparel and Urban Outfitters market to young teens because their profits and consumer loyalty are what keeps these businesses running strong.
Men Vs Women
The difference between how men and women are framed in advertising is becoming much more prevalent with advertisement like the ones featured above. American Apparel especially, exposes females much more than males in their advertising. To prove this idea I reviewed the cover pictures from the company’s catalogue in 2004, 2005, and 2006. The distinctions are striking. In 2004 the catalogue featured only one male shirtless cover, while offering five females either with just a bra (and pants) or in just bra and panties.
“American Apparel's ads have always been easily identifiable, standing out amongst our peers and luxury brands alike, and have been instrumental in our success worldwide. Familiar images of employees and friends from around the world—not models—allow us to express the diversity American Apparel is built on and an aspect of authenticity that is often lost in traditional advertising. Our provocative, real, unpretentious aesthetic has struck a chord with today's young trendsetters, and has drawn us an intensely loyal following, similar to that of Levi's in the 60's and 70's when they were breaking similar ground with an underserved generation.”- AA
Work Cited
Stacer, Laura Portwood. “Me, Only Better!”: Reality Makeover Television and Post-Feminist Gender Ideology
Men Vs Women
The difference between how men and women are framed in advertising is becoming much more prevalent with advertisement like the ones featured above. American Apparel especially, exposes females much more than males in their advertising. To prove this idea I reviewed the cover pictures from the company’s catalogue in 2004, 2005, and 2006. The distinctions are striking. In 2004 the catalogue featured only one male shirtless cover, while offering five females either with just a bra (and pants) or in just bra and panties.
Likewise in 2005 the catalogue shows one male models who is wearing a hooded jacket and briefs. 8 of the 10 females to make cover are exposed (i.e. exposed=cannot wear in public). Three of the models are wearing just panties, one panties/bra, one is wearing a form fitting/back & butt out bodysuit, one is wearing just socks, and the last has her breast exposed in her socks and button up blouse.
This trend with American Apparel continues in 2006. Only one male featured in both shorts and a tee-shirt.8 of the 11 females are in either their panties, bikinis, or one piece suits that expose their legs and buttocks. One female in particular has her bare legs wide opens with the magazine covering saying “wide open,” while another model has on shorts and an open hooded jacket with exposed breast.
It’s Deeper Than You Think
“Advertising Changes the Way We Think and Feel” (Kilborne, 2).These advertisements cause young viewers to grow up having bad taste in men, clothes, etc and poor judgment concerning self-respect. These advertisements portray females (and males occasionally) as nothing more than a mask, that is good for nothing besides advertising. Kilbourne states that in these ads our body is seen as a "thing," "and turning a human being into a thing is often the first step toward justifying violence. (Kilboune, 3)" On the most obvious level young viewers looking at these ads learn the stereotypes of how a man and woman should be. Advertising creates a mythical, mostly white world in which people are rarely ugly, overweight, poor, struggling or disabled, either physically or mentally (Kilboune, 4). Since women are active consumers, the site of women’s empowerment is through the commercial sphere, by making decisions about what and how to consume to defining themselves. However the target market of both American Apparel and Urban Outfitters starts at 13 which is young, by already subjected these over sexualized images in ads the message is clear to these teens. Teenagers are easily influenced by what they see and they often get dress/style ideas from magazines or websites. Both of these brands may have tried to take precautions by advertising in over 18 magazines, but lets be realistic …are all those readers really over 18?
“Advertising Changes the Way We Think and Feel” (Kilborne, 2).These advertisements cause young viewers to grow up having bad taste in men, clothes, etc and poor judgment concerning self-respect. These advertisements portray females (and males occasionally) as nothing more than a mask, that is good for nothing besides advertising. Kilbourne states that in these ads our body is seen as a "thing," "and turning a human being into a thing is often the first step toward justifying violence. (Kilboune, 3)" On the most obvious level young viewers looking at these ads learn the stereotypes of how a man and woman should be. Advertising creates a mythical, mostly white world in which people are rarely ugly, overweight, poor, struggling or disabled, either physically or mentally (Kilboune, 4). Since women are active consumers, the site of women’s empowerment is through the commercial sphere, by making decisions about what and how to consume to defining themselves. However the target market of both American Apparel and Urban Outfitters starts at 13 which is young, by already subjected these over sexualized images in ads the message is clear to these teens. Teenagers are easily influenced by what they see and they often get dress/style ideas from magazines or websites. Both of these brands may have tried to take precautions by advertising in over 18 magazines, but lets be realistic …are all those readers really over 18?
Below is a message from American Apparel concerning their raunchy advertisements.
“American Apparel's ads have always been easily identifiable, standing out amongst our peers and luxury brands alike, and have been instrumental in our success worldwide. Familiar images of employees and friends from around the world—not models—allow us to express the diversity American Apparel is built on and an aspect of authenticity that is often lost in traditional advertising. Our provocative, real, unpretentious aesthetic has struck a chord with today's young trendsetters, and has drawn us an intensely loyal following, similar to that of Levi's in the 60's and 70's when they were breaking similar ground with an underserved generation.”- AA
Work Cited
Stacer, Laura Portwood. “Me, Only Better!”: Reality Makeover Television and Post-Feminist Gender Ideology
Honestly, I dont think the usage of sex as marketing tool will ever change. In fact, i believe the connection between the two will grow in the future. They might even allow for more skin to be shown in the commercials and ads in the newspapers. However, my hope is that some type of block of filter will be placed on the use of nudity to market, because its forcing little kids who watch this crap to grow up at younger ages and parents cant but a parental control on commercials! For example, PETA, which is animal rights organization that only job is protect animals from cruelty and disaster have fell short in their marketing. Now, one can see nudity in just about every ad and PETA is supposed to be promoting the well being of animals not half nude women. So, I Micheala great job and good insigts. (http://responsiblemarketing.com/blog/2008/09/23/is-petas-use-of-nudity-going-too-far)
ReplyDeleteGreat post! I agree with Laz that sex will always remain a marketing tool. The public has seen a growth in quantity of sexuality shown in the media over the years, from hints at sex in a movie (a cut to curtains blowing in the breeze, for example) to full blown sex acts shown right on screen. Also, as you've mentioned, the amount of nudity shown in advertising has increased, especially as shown in American Apparel and Urban Outfitters ads.
ReplyDeleteAfter reading your post, I searched the American Apparel website just to look at some of the images that they use in their ads. What I was surprised by was that they have a line of children's clothing. I feel like, as nudity and sexuality are being increasingly shown by the media, we are becoming desensitized to these images. As a result, companies are advertising more and more raunchy images in order to get the attention of consumers. Now companies like American Apparel are moving sexualized images into their lines of children's clothing. As I searched American Apparel's kids' clothing page, I found that many of the child models (specifically girls) were posed very similarly to their adult model counterparts. The girls were still fully clothed, but the sexual influence was still obviously present.
Should the media be sexualizing 8 and 9 year old children (or younger) like American Apparel is doing? Probably not, but companies know that this method sells clothing and so they will continue doing so. American Apparel's children's clothing ads are just another example of the sexual objectification that is occurring in part due to media influence, and how younger and younger children are being sexualized.
Following are a few links to the images I was speaking about.
* http://store.americanapparel.net/4121.html?cid=35
* http://store.americanapparel.net/rsastf154.html?cid=36
* http://store.americanapparel.net/rsac106.html?cid=38
Works Cited:
"American Apparel® Kids." American Apparel®. American Apparel, Inc., 2010. Web. 3 Dec 2010. .
Thanks for the great insight guys. I checked out the links for the AA’s children’s line and it is truly depressing. It is obvious these children were trained to pose the way they are! These children’s ads make me wonder if AA’s creator/CEO Dov Charney (Who takes many of the raunchy adult ads) took these too. I agree that sex is always the money-making marketing tool that businesses use to sell, but I personally find it as a cop out. Companies just like American Apparel talk big about their community investments, education donations; etc but they corrupt our minds with their overtly sex driven ads. Is that really an educational or community investment? At the end of the day it is about profits, but I believe more companies should be held responsible for their methods of making these profits… starting with their advertisements!
ReplyDeleteI couldn't agree more with the blog and the comments above. The media has made society so desensitized to sex that it is becoming unhealthy. People have grown up in an environment with a relaxed view on sex and are now teaching their children to have the same relaxed view.
ReplyDeleteBelow I have posted a youtube video about five 7-year old girls dancing to Beyonce's Single Ladies video. The girls are wearing lingerie and dancing around in a provacative manner. I don't know what is more disgusting, the fact that the parents let their kids perform in these outfits, or the fact that they could find these outfits for children.
http://www.youtube.com/watch?v=PtgYUACtOaE&feature=related
Sex still sells and always will sell in the media and advertisements. Does this mean that we eventually become accustomed to the images that we see? “Sex is now and will always remain one of the more effective tools in advertising simply because it appeals to a deeper primitive urge.” (Loft, 2002) As long as advertisers are selling their products and reaching their target audience, then they will continue to push those barriers that were once thought of as unacceptable.
ReplyDeleteLoft, I. (2002). Sexual Innuendo In Advertising. Retrieved from Helium.com: http://www.helium.com/items/786801-sex-sells-the-use-of-sexual-innuendo-in-advertising