Everyone is familiar with the Abercrombie and Fitch ads. As you walk past the store in the mall, you turn to see where the loud music is coming from. Right as you look in the store, you are greeted by giant pictures of beautiful girls and muscular boys. Clearly, Abercrombie and Fitch is trying to send a message: if you buy our clothes, you will be able to look just as good as the models. What’s extremely ironic is the fact that some of the models aren’t wearing any clothing! The two boys in this picture (bottom) are not wearing any clothing at all, yet they are advertising for a clothing store. As a consumer, I find this very off-putting. I like to know what the company’s clothes look like, not what their most attractive models look like. Assuming I had never heard of Abercrombie and Fitch, and had just seen this ad, I would choose not to shop there because I did not know what their clothes looked like.
Another Abercrombie and Fitch ad (top) portrays a young couple in love. This one is a slight improvement; at least the girl is wearing some clothing. Unfortunately, we cannot really tell what it looks like. This ad is clearly targeting young teens by sending the message “if you wear our clothing, you will be able to find true love with an attractive partner.”
These ads reminded me of the Verizon Wireless ad we discussed in class, with the message “you’re either in or out.” Both the Verizon ad and these Abercrombie and Fitch do not have pictures of their product in the ad. Instead, the entire ad focuses on the importance of being cool and looking good. The advertisers are trying to convince teens that if you have a Verizon phone, or wear clothing from Abercrombie and Fitch, you will be cool and liked by your peers. It is important for consumers to evaluate the quality and necessity of a product instead of being swayed by the advertiser’s subliminal message.
Another Abercrombie and Fitch ad (top) portrays a young couple in love. This one is a slight improvement; at least the girl is wearing some clothing. Unfortunately, we cannot really tell what it looks like. This ad is clearly targeting young teens by sending the message “if you wear our clothing, you will be able to find true love with an attractive partner.”
These ads reminded me of the Verizon Wireless ad we discussed in class, with the message “you’re either in or out.” Both the Verizon ad and these Abercrombie and Fitch do not have pictures of their product in the ad. Instead, the entire ad focuses on the importance of being cool and looking good. The advertisers are trying to convince teens that if you have a Verizon phone, or wear clothing from Abercrombie and Fitch, you will be cool and liked by your peers. It is important for consumers to evaluate the quality and necessity of a product instead of being swayed by the advertiser’s subliminal message.
