Selling more the woman than the clothes
by RAY PRINCESS on September 25, 2016 - 10:12pm
American Apparel did it again. Being famous for their sexist ads, their marketing department
apparently does not know how to sell clothes without selling the models. The special of the
house is women objectification and very high beauty standards that a common woman will never
reach. In the attempt to sell more clothes they use the women body to promote the brand. While
men are fully clothes the women are almost naked with their intimate parts exposed. Ads “inculcate
in consumers the cultural assumption that men are dominant and women are passive and
subordinate” (Cortese 59).that idea grows in our brains since we start to think and from that
moment on shapes our personalities.
Body suits and thigh- highs. Is it all that a woman can be? The answer lies in the 2013 add
where is shown a seductive, young model who represents “the exemplary female prototype in
advertising, she displays youth (no lines or winkles), good looks, sexual seductiveness, and
perfection.” (Cortese59). Of course the model is in great shape and has flawless skin because that
is the beauty standard we are forcing all women to fit in. this ad is focusing in the intimate parts
of a very skinny, sexual women and sis showing the objectification of a gender. We can see long
sexy legs, flat stomach and a big hips but not her face. This only proves that a woman is not a
person with feelings and desires. She is nothing more than an object that can be use.
Mass media and advertising are projecting beauty standards that are accomplish by only a low
percent of the population. The need of having a tiny waist, tone muscle and being very tall to be
conceder pretty is feel by almost all females. “Women are constantly held to this unrealistic
standard of beauty. If they fail to attain it, they are led to feel guilty and ashamed.” (Cortese 59)
The most disturbing part of this is the impact it has on girls since they are very young, and how
this affect their social life and self-esteem.
The objectification of women in this ad and“turning a person into an object is the first step to
justify violence against that person” (Miss Representation). Since we are young our minds are set
to believe that “while the masculine gender role is valued, the feminine counterpart is disregarded
or devalued” (Cortese 59). Those kinds of ideas promote raping and abuse to women whose fillings
are dismiss during the violent act.
This ad is so aggressive and degrading for woman that was banned by the Advertising Standards
Authority (ASA), the U.K.’s regulator of advertising. They said in a statement: “we considered the
images and the model's poses gratuitous. We considered the images were overtly sexual and that
they demeaned women by emphasizing the model's groin, buttocks and breasts and by not
including her face.”
To fix this ad first I will chose a non-model girl. The image will be a woman in her thirties. She
will have wrinkles and cellulitis or other qualities that will make her as an imperfect human as we
all are. Second she will be dress with the body suits and thigh- highs but also will be wearing a
skirt or a pair of shorts that will cover her. This will allow to sell the clothes and not her body. Last
but most important the ad will be a picture of a complete confident woman with a face that holds
a big smile. Not an object, she will be a person with fillings; and will represent the true beauty that
is been unique and imperfect.
Cortese, Anthony. “Constructed Bodies, Deconstructing Ads: Sexism in Advertising.” Provocateur: Images of Women and Minorities in Advertising, Third Edition. New York: Rowman & Littlefield Publishers, 2008. 57-89.
Miss Representation. Girls' Club Entertainment, 2011. DVD.
American Apparel Ads Banned for Being Too Sexy, April10,2013.