미국의 의류브랜드 `American Apparel` 의 광고 전략을 주제로 다루었습니다. 그들의 광고가 어떻게 성적으로 자극을 주고 그곳에 내포된 그들의 경영전략을 말하는지에 대한 내용입니다.
An American clothing company, American Apparel uses peculiar advertising strategy that shows strong visual elements to persuade people to buy their clothing. The company encoded their strategy in the image; it showed into two big features in the image to grab the consumers’ eyes; which is a pornographic image and the CEO’s quote. This quote is the company’s slogan that reveals its “sweatshop-free” strategy; meaning that company makes good quality product and they are good to employee. The company focuses on this strategy and wants to show it to people. In the ad, they wrote their strategy into a CEO’s quotation, and support it by using picture of pornography. In this circumstance, sexual appealing image can be very effective to the viewers. These two components, pornography and quotation can be seen as visual term, gaze and differentiation. The pornography makes the viewers to see the ad, and the words on the ad convince the consumers. They are corresponding with each other very well in the ad, and eventually lead to successful marketing. To introduce the company’s strategy, American Apparel placed a pornographic image on the ad to entice the viewers.