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Give me feedback, comments, and grade on my essay on American…
Give me feedback, comments, and grade on my essay on American Apparel and how I could improve it:
How does the American Apparel 2000 campaign try to establish certain brand values?
Established by the Canadian entrepreneur Dov Charney in 1989, American Apparel swiftly emerged as a company that courted controversy and polarized public opinion. American Apparel became transcendent in apparel manufacturing and marketing in North America, most notably through its advertisement campaigns. On a daily basis, individuals come across advertisements that alter and mold their public opinion and sway their consumer behavior and perceptions of society. Advertisements wield immense power due to their persuasive and manipulative nature, have a controlling effect on consumers globally, and are an indispensable aspect of modern marketing strategy. American Apparel pushed the traditional boundaries of early 2000 provoking a polemic, sparking a polarizing and highly contentious discourse. By brazenly challenging societal norms and conventions, the brand provoked controversy and debate, paving the way for a new method of provocative advertising that pushed the limits of acceptability and incite shock and discussion. Since the latter half of the 20th century and the emergence of sexual liberalization, nudity became one of the most pervasive motifs exploited in advertising. On one hand, the proliferation of nudity on public platforms transformed into a potent symbol of empowerment, inspiring and galvanizing individuals to embrace their sexuality and challenge preexisiting norms, yet, it also symbolized explicit objectification and dehumanization. With the release of their “American Apparel 2000” campaign, the brand intended to establish and promote a specific set of values, positioning themselves as a progressive and socially conscious company in the midst of the second wave of feminism. However, despite these aspirations, the campaign was met with great criticism for its perceived objectification and commodification of women. While the campaign may have succeeded in establishing the brand as a cultural force and generating significant buzz due to its implication in feminist rights and power dynamics between genders, its reception highlights the complex and often fraught relationship between advertising, social values, and corporate identity. The American Apparel 2000 campaign promoted certain brand values such as feminist ideals and challenged traditional gender roles through its advertising, but it also faced criticism for objectifying and sexualizing women and perpetuating negative stereotypes of both males and females, highlighting the complex nature of the brand and its marketing.
Through its advertising, the American Apparel campaign sought to challenge established power dynamics between genders and promote feminist ideals. In Advert A, the female positioned atop the male, with her hand adroitly crawling over his abdomen, symbolizes the woman in a position of dominance and control. By portraying a woman in a position of power, it subverts the traditional power dynamic between males and females, challenging the patriarchal norms that have been historically prevalent in advertising, where males are often depicted as dominant and controlling. The conspicuous word “playtime,” featured in bold and large font seen in the ad, alludes to sexual exploration and pleasure, highlighting the potential for women to enjoy and actively participate in sex. This can be interpreted as empowering for women and a radical departure from traditional gender norms as society had long relegated women to being passive and submissive beings. Furthermore, throughout the early 2000s, the visibility of women in advertising was slowly expanding, for instance, the debut of the Spice Girls commercials, however, women were still largely relegated to subordinate roles and were seldom depicted in positions of power and control (Audio Network, 2022). Similarly, in Advert B, the diction “new freedom from the student body” encourages body positivity and self-expression, which aligns with the feminist ideals of the second wave of feminism. The campaign’s messaging centered on the concept of “new freedom” promotes the idea of self-expression and individuality, and asserts their sexual desires and preferences without shame or judgment, contributing to a shift in cultural attitudes towards female sexuality and autonomy. In this context, their provocative campaign stood out by using women regularly in advertisements and helped dismantle the entrenched patriarchal power structure in society. Their advertisements promoted a new perspective on power dynamics that previously marginalized women and encouraged a new paradigm of gender equality aligning with their brand values of social justice and progress.
Conversely, while American Apparel’s advertising campaigns aimed to challenge societal norms and promote feminist ideals, they paradoxically also perpetuated negative stereotypes of both men and women, and contributed to the objectification and hypersexualization of women through the use of sexually suggestive imagery. In advertisements A, B, and C, American Apparel feature models who are almost or completely unclothed. This overt emphasis on nudity serves to commodify the female form, reducing it to a mere object of sexual desire and fetishization. The brand capitalizes on the titillation of the viewer, advertising not clothing, but rather on sex appeal to attract customers. While some may interpret the company’s ads as a progressive step towards sexual liberation, it is also undeniable that these ads perpetuate harmful stereotypes that objectify women (Shinners, 2016). In particular, Advert C alludes to pornographic content, promoting the notion of females existing solely for the sexual gratification of men. The sexualized facial expressions of the model serve only to further underline the idea that the mere purpose of women is to be sexually available and give pleasure to men. Similarly in Advert B, the model’s pose with her legs spread apart, depict a common pornographic trope and dehumanize her. The advertisements not only startle viewers with their depictions of nudity and the exposure of women’s bodies but also perpetuate oppressive gender norms, leading to a misrepresentation of female identity. Likewise, the inclusion of the school-like socks in Advert C adds a layer of fetishization and infantilization to the imagery,which is particularly troubling given the sexual nature of the ad. The ad sexualizes a young woman who is meant to be associated with innocence and youth, which highlight the harmful idea that women are only desirable when they are young and virginal. In the context of a domesticated setting, the socks embody a paradoxical blend of purity and eroticism, blurring the boundaries between childhood and adulthood. Additionally, the homogeneous and unattainable beauty standards espoused by the brand through the use of thin, white, and flawless females and muscular and chiseled males, present a limited representation and diversity of male and female bodies, perpetuating harmful stereotypes as they exclude and marginalize individuals who do not conform to these narrow ideals. Moreover, their ads are based on heteronormative norms. These constricted norms create exclusionary and limiting representations of human society. American Apparel’s advertising campaigns, used sexually suggestive imagery and narrow ideals of physical beauty, that overtly objectified both men and women. By promoting a limited and stereotypical view of gender identity and sexuality, it has accentuated negative societal norms, and also perpetuated the marginalization and oppression of individuals who do not conform to these norms, suggesting that their brand values lacked cohesion.
American Apparel’s marketing strategies were multifaceted and intricate, epitomizing the difficulties of striking a balance between projecting a distinctive brand identity and values and addressing pertinent socio-political concerns. This complex and contardictory approach to marketing, by promoting feminism, but also arguably reinforcing pernicous stereotypes of both sexes and obejctificatying bodies, exemplifies the challenge of reconciling a brand’s image with the social and political issues it seeks to address. Notably in Advert A, the advertisement presents an intriguing contradiction as it showcases a woman in a position of control and power, defying traditional gender roles and challenging societal norms prevalent in the early 2000s. However, the heavy reliance on nudity and sexual appeal within the ad creates an underlying tension that cannot be ignored. The marketing methods used by American Apparel were convoluted and inconsistent, strategies raises questions about the company’s true brand values. It suggests that the brand values were not entirely clear or consistent, and may have been influenced by a desire to appeal to a wide audience while also attempting to be socially just. The dynamic interplay between these conflicting forces underscores the intricacies of advertising and its ability to simultaneously uplift and denigrate, challenge and perpetuate, and elicit both praise and criticism.
In conclusion, American Apparel’s 2000 advertising campaigns were a complex amalgamation of progressive and regressive messaging. The advertising strategies represented an attempt to create establish distinct brand values while also grappling with the current cultural and political tensions in society. Although American Apparel sought to challenge gender roles and promote feminist ideals, their advertising strategies arguably perpetuated negative stereotypes of both genders and contributed to the objectification and sexualization of women and men. Their incoherent brand values and mixed messaging, led to widespread criticism and controversy. However, the brand’s attempts to challenged traditional societal norms and promote feminist ideals were pioneering for their time. Overall, the campaigns highlight how in a rapidly evolving society, advertisers must be conscientious and navigate a delicate balance between promoting a brand image and upholding values of inclusivity, diversity, and social justice. Ultimately, the relevance of these campaigns extends beyond the confines of advertising, serving as a stark reminder of the importance of ethical responsibility and socially conscious values in our ever-evolving world.
