[Source: http://i.americanapparel.net/flash/src/auto/2492/23470.jpg]
This is an American Apparel advertisement of a hooded jacket. This ad is controversial because of the
inappropriate use of sex to sell the product.
The ad is an “illustration” of a young girl wearing the hooded jacket and a red panty, lying on the bed, to
sell the product. It shows that the hooded jacket product could be worn without any clothing underneath and that’s what the AA brand thinks is cool and stylish, they are trying to give a mirror effect to young consumers that they could look as sensual and sexy like the model if they wear this cotton hooded jacket.
However, it does not appeal to my positive emotion but my negative emotion. The model poses on a bed with her
chest, stomach and legs bare. The girl looks very young and should not wear clothes in that way. To me, she doesn’t look sexy but silly and disgusting.
The ads put much emphasis on sex rather than the clothing product. If it is an underwear product, I think it’s justifiable to use sex to sell the product; but this is a sporty cotton hooded jacket, it’s not necessary to use sex to sell it. Also, AA’s target customers are teenagers and young adults (in fact, they have kids wear as well), some of the young teenagers might not have a complete concept about sex and relationships, these ads would really affect their attitude towards sex. Imagine if a young girl who simply wants to buy a hooded jacket for PE lesson but end up seeing this ad on AA’s website.
