As though any progressively minded American citizen could buy the idea of one of the wealthiest and most widespread1 brands based in the United States disseminates advertisements that endorse such a limited range of lifestyles. The Abercrombie and Fitch advertisements are brilliant in the way they so overtly exaggerate the abstraction of substantive content from modern commercials so that nothing is left but an exaggerated aesthetic ideal. Another fantastic meta-advertising jab is that the ads depict few non-white, non-athletic2 models, as if the majority of Americans couldn't see through their appeal to the dominant Privileged WASP culture. I'll not even approach how the ad in question cleverly broadcasted a 6:13 ratio of males to females.
Like it's even possible for the American public to not appreciate the ironic appeal of Abercrombie and Fitch's appeal to people whom its demographic will never be.
1(with the exception of Wyoming)
2And let's not even attempt to discuss the skillful way in which they made every model look like wealthy kids trying desperately to relate to the lowest common denominator through unrefined physical activity (e.g. football without need for shirts, etc.)
3About half of one lady is visible in the advertisement.
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1 comment:
Interesting journal entry. I was impressed but I wish it was longer - I was enjoying your thoughts.
Mr. Shannon
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