Naturally the viewer (in this case, you or I) will have alternative readings depending on our own personal outlook on 'the shock factor'. Other people could be deeply offended by the revealing nature, suggesting the models are only there for sexual visual pleasure, and therefore being exploited. The photographic style throughout most AA campaigns is very intimate, making the viewer engage with the most intimate parts of the clothing.
In 'Meet Sophie', we assume the girl in the shot is Sophie, and a model who has participated in a photoshoot. Despite American Apparel being controversial in sex appeal they must obtain 'Sophies' permission to use the image (in the form of a model release disclosure). However, the sexual connotations in her positioning and the down the top shot subjects to the gaze, and positions her for the enjoyment and desire of others. The typography invites the viewer to 'Meet Sophie', positioned directly behind her where a man would be in the photograph if engaging in certain sex positions. The symbolic coding suppresses empowerment of the woman by a lack of eye contact.
This advert in especially shocking from an initial viewer perspective as the visual communication is so direct, it could not mean much other than 'she's having sex in those socks' or 'buy her these socks and she will give you sex' perspective. Yet one could wonder if this actually resulted in an increase in sales? Surely the target audience would be the women being objectified. Another aspect one could consider shocking is the photographic quality. Rather than a standard photoshoot in a studio, this shot looks almost candid and phone quality, highlighting the presence of a spectator overlooking the woman, similar in symbolism to a sex tape.
Its not necessarily showing the act that is shocking, yet the notion that you may be subjected to those expectations if purchasing American Apparel- unless Women wanted to buy a new dress just to give a guy oral sex? Furthermore, if by purchasing items like dresses or panties from AA, some may argue young women may feel sexually empowered to go out and 're-live the adverts' subconsciously. The association the consumer would of made with American Apparel products is risky and playful, as well as quite grown up in aesthetic and openness to sex.
Using the selling point that the jeans are made in the USA and the girl in Bangladesh, rather than the jeans being made in Bangladesh and worn by an American girl. The womans body has a slightly fuller figure than the stick insects featured in the other ads, positioning the body in a strong proud posture. The love hearts covering her nipples add a streak of conserving to the piece, possibly as they've previously had some ads removed for nudity and sexualisation issues. The collage/de-facing style is effective in giving a human quality to the piece, giving it more personality than the other shots; all previous shots have been extremely idealistic in their views of how women should look. None of them are wearing excessive makeup, suggesting natural beauty is the most attractive thing- yet all of the women are still flawless. The use of slim (or skinny) models is also unrepresentative of how the consumer will look in the product and saying thin women are the most beautiful. (We must be aware about that in our purchasing process, so why do we still purchase and get shocked when we don't look or feel like the advert?)
One of my big concerns about American Apparel is the sexualisation of children in advertising. The below ad positions the school girl, obviously young, fresh faced and skinny, in a vulnerable position; suggesting that when 'School's Out' she can 'relax'. Many sexual readings could be made into this image, the direct eye contact is inviting and suggestive which could be uncomfortable to an older target audience. The intimate bedroom shot is also a snapshot into this young girls world, with the white overarching tonal qualities of the image suggesting purity and virginity. One could question if the viewer is being invited to take this girls virginity now schools out, which is a dark notion. American Apparel have been pulled up on this notion many times, using child imagery in campaign shots and product promotions.
However American Apparel can't be all bad. They are still promoting a message of freedom, self expression and self acceptance, just through slightly warped idealistic goggles. The 'Meet Brendan' campaign is saying that American Apparel support the LGBT movement, encouraging you to express your true identity in your own way- in AA. Alternatively, if a young boy who could relate with Brendan's character saw this advert, he may feel subordinate by not having the American Apparel look- or key pieces featured. That is naturally the escence of advertising- making someone strive for something they do not already have, or fulfil a need they want to satisfy (mentally or superficially).
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