These days, I have seen a lot of Abercrombie clothes photos that may give me ideas of writing article. Among so many photos, I chose it as my post picture from an Abercrombie and Fitch advertisement. I chose this because it relates very well to how Abercrombie clothes portray its image of sexuality and being white in our society.
In this advertisement, the male body represented is shown wearing a plaid shirt, usually resembling some sort of outdoor recreational type wear, which is what the company started its production in. The Abercrombie Fitch clothing company did follow Fitch’s vision for its future and expanded into one of the largest purveyors of outdoor gear in the country. This shows how Abercrombie Fitch clothing still depicts the “outdoorsy” style in its advertisements today.
Next, the advertisement, not even showing the man’s face, shows the body of a white male. This signifies how their main target audience is the white male who is physically attractive, or aesthetically pleasing. A commitment to masculine whiteness, with its emphasis on territoriality, exploitation of resources, and the perception of other non-whites as dependent and lacking in political and mental capacity, is part of the master narrative that formed an important foundation for our ideas of American citizenship”. This shows how the ‘masculine whiteness’ that Abercrombie and Fitch is trying to achieve is indeed achieved and is very accurately portrayed in this advertisement.
Finally, this advertisement depicts the natural, cool, and classic look that Abercrombie sale strives to display. The A&F image is not limited to appearance; the Company accomplishes its discriminatory employment policies or practices by defining its desired “classic” and “cool” workforce as exclusively white.
No comments:
Post a Comment