American Apparel and it's controversial ad campaigns

Doing a college assignment for my analyzing advertising module, so I chose to look at American Apparel's sexually provocative campaigns and get people's opinions on the controversy surrounding the campaign etc.

It would be great if you guys could take 2 minutes to fill out this survey for me, I would really appreciate it!

http://www.surveymonkey.com/s/QQLBPWN

Thanks guys, post opinions on the matter after if you want to discuss it further!

Dayum! They've got my money!

What, seriously? The second last one is an actual public ad campaign? With the pubes and that?

all done.

Yeah, I was pretty much done by the last picture.

iLike

Sasha Grey is a pornstar.

Yep. Pretty shameless, eh? Although the very last one was more likely to be on display in a brochure or something. Finding out some pretty ridiculous stuff about the company and Dov Charney, the CEO. It actually is nuts. Thanks for doing it though guys!

Done it. Tbh it's a very bold move by them, one that even GAP have tried to rip off... (http://adweek.blogs.com/adfreak/2009/08/gaps-new-ads-seem-very-american-apparel.html) but there's alot more sex appeal and provocativeness to the American apparel ads for sure, (more here - http://stylecrave.com/2009-09-03/american-apparel-ads-the-50-hottest-in-company-history/) but tbh they're just pushing the envelope on what can be considered a brand value... I mean it's just using women in the same way that Abercrombie and Fitch use MALE models - http://www.ohlalaparis.com/photos/uncategorized/2007/10/20/abercrombie20100702.jpg

Trust me, through the controversy they create in doing an ad and getting it pulled (especially now the internet is around to see it...) they are firmly establishing themselves as a household name and a topic of discussion in the workplace and online... Not only are young men (tbh anyone with a penis) going to remember the ads but most women will take notice of the interest paid by men to the campaign and shop there. Not only this, but with the exception of GAP (who's attempt at it is very publicly acceptable in comparison... IMHO they're just copying them to ride off the back of their controversy, hoping to get sued to have free publicity.) no other brand comes close to matching their angle on the market for fear of loosing their established client base. If this doesn't continue to generate VERY high income for the company, I'll be surprised.

On a side note, I love how branding works. Anyone who says they're ad proof is an idiot... by being in a capitalist society and stating a brand preference (even if it's just Coke over Pepsi) your still proving your susceptible to brands... even if you buy into a brand who claims to be organic, with responsible factory practices in the third world or declares you not another number, that's their brand values influencing your opinion. Unless you make your own clothes, live in a tree with no electricity and drink rainwater, you're a paying consumer to the corporate west. Congratulations.

Dammit I miss my branding lectures... Branding's so much more fun than designing books etc... Jamie you might also want to check out Naomi Klien's No Logo, while it's a little outdated now, it's still relevant and gives alot of insight into how a brand idea works.

You going to try and get into advertising in the end Ipso?

Cheers for the comment and advice Ipso, a lot of the stuff you mentioned has already gone into my essay (other companies trying to pull of the AA sexy ad thing would just be labelled as a rip-off etc). I'll check out that 'no logo' thing when I'm working on it again!

Jammer wrote:You going to try and get into advertising in the end Ipso?

I'm really enjoying looking into Viral marketing and what they're now calling "Transmedia" marketing (think I love bees... or the bus stops from the District 9). It seems like a really cool thing to do, also I love bilding a brand image, possibly more that I enjoy designing stuff haha There's so much more emphasis on the thoughts behind the design than the design itself. It's a completely different challenge.

And no problem Jamie, glad to be of help

Ipso-Shrapnel wrote:

Jammer wrote:You going to try and get into advertising in the end Ipso?

I'm really enjoying looking into Viral marketing and what they're now calling "Transmedia" marketing (think I love bees... or the bus stops from the District 9). It seems like a really cool thing to do, also I love bilding a brand image, possibly more that I enjoy designing stuff haha There's so much more emphasis on the thoughts behind the design than the design itself. It's a completely different challenge.

And no problem Jamie, glad to be of help

I'm still trying to decide between those two exact directions. I mean I've still got a while and after my foundation I'm gonna decide whether I want/am good enough to go into the design side of advertising or the thought process side. It also depends on how well I do in English Language.

lol I haven't studied English since GCSE (although I've got a huge textbook that pretty much covers the A level syllabus that I've read...) tbh mate if you've got a good understanding of words / ideas / what people like, you can do either. Swansea's got an advertising course and you should see how shit their stuff looks in comparison to graphic designs, the ideas also feel alot weaker without the support of rudimentary design skills...

I'm going to see where the road takes me, I just like the whole idea of creating a brand from the ground up fascinating, equally so how a brand can loose it's power overnight by being supported by the wrong things.

Nahh I basically meant Marketing or Graphics so the difference would be doing design or not doing any at all.

lol do design, any good design course should have elements of design within it anyways.