Decoding & Deconstructing Advertising

Abercrombie and Fitch was founded in 1892. The brand is synonymous with youth as its target demographic is 18-22 year olds whom posses the ‘All -American Look’.In recent years Abercrombie and Fitch have come under a firestorm of controversy due to their overtly sexual and sometimes racist advertisements.

This ad features three nude young people engaging in what appears to be group sex. One of the young men is presently the young woman’s lover while the other is the spectator.

John Berger’s Ways of Seeing discusses nudity and the role of women in European oil paintings. Over time few things have changed in the way women have been depicted in the media. Of a painting featured on page.54, Berger says “But the way her body is arranged in the way it is, to display it to the man looking at the picture. This picture is made to appeal to his sexuality. It has nothing to do with her sexuality”. Interestingly enough this applies directly to this Abercrombie and Fitch ad. Although the young men’s bodies are on display, their bodies are slightly tilted in the young woman’s direction. Whereas her body is facing forward, providing the consumer with a full frontal view.

In my opinion this advertisement like most Abercrombie and Fitch is terribly misleading and very provocative. Abercrombie and Fitch is an apparel company yet most of their advertisements feature models in no clothing! The brand is also self-described as a lifestyle brand possessing the ‘All -American Look’. Taking America’s Christian heritage/ history in to consideration I find there’s nothing All-American about Abercrombie and Fitch’s brazen advertisements. Well all know that sex sells, but Abercrombie and Fitch as an apparel company how about you try selling clothes?

Works cited
Abercrombie & Fitch." Abercrombie & Fitch. 13 Oct. 2009 .
Berger, John(Author). Ways of Seeing [WAYS OF SEEING]. London: Penguin Books, 1991.
“Public Relations Problems and Cases: Abercrombie & Fitch Discrimination Case Study." Public Relations Problems and Cases. 10 Oct. 2009 .