The Abercrombie and Fitch Lifestyle

Paper Summary:

This paper discusses the controversial advertisements of Abercrombie and Fitch. The paper points out the company's reliance on sexual images to advertise its products and the controversy this advertising strategy has created. The paper points out that, while using nude models to advertise clothing may seem contradictory, it is actually quite effective. The intent of these advertisements is to sell an image and then make consumers associate that image with the product. This is the objective of Abercrombie and Fitch and the reason for the controversy. The paper goes on to explain that parents and the general public feel that the image being sold promotes a lifestyle without morals or values and that these advertisements have too much influence on adolescent behavior. Attached after the bibliography are two of the advertisements described in the paper.

From the Paper:

"Starring an alluring, bare, sexy, young model, with her mesmerizing green eyes transfixed on an outlying point, one would naturally think that this sensual black and white photograph could have nothing to do with clothing. Her petite arms are crossed diagonally along her torso, with her hands covering each breast barely. Her long, wavy, brown hair is lying messily in front of one shoulder and behind the other. The look on her face is serious, seriously seductive, that is. She is wearing nothing, leaving only what is behind her hands to the viewer's imagination. One shift of her fingers, and you just might see everything."

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