When first looking at this ad, the five adjectives that come to mind are dark,mysterious,attractive,cool,and young. There are two very similar looking guys, maybe even twins, on the ad. They look to be cauacasion, because of their light skin and hair. Both males look tall,young, and stylish. They are both smiling and laughing, walking back from a possible baseball game. The photo is taken in the outdoors, but in a city landscape. The camera seems to be somewhat below the subjects, but focusing mostly on their upper bodies. Both the guys are centered in the middle, making them the main point of attention. There is no natural lighting in this ad, for it has been modified into black and white. This new look, gives the ad a more dark and mysterious look. Since the ad is in grayscale, there are not many colors, so our eye is not distracted by the vivid colors. The guy's body seem to be the lightest, so that we can recognize them first. The brand name is not present, which means that viewers of this add already know the specific qualities A&F present in their ads. It is easily recognizable to the devoted consumer.
This ad is trying to sell A &F clothing, particulary young mens clothing. I personally do not find the product appealing because I am not a a guy. This ad is targeting young guys, especially those in the the wealthier class.A & F concentrate on the fact that at this stage,teens and young men, care a lot about the way they look and present themselves. They want to create the perfect image, and have young men want to be exactly like it. Abercrombie and Fitch's brand is selling the idea of "casual luxury". They want their consumers to feel like they are wearing luxury items but at the same time having fun and feeling laid back.When consumers wear their clothes they feel a sense of power because they are wearing clothes that are more expensive.
Because this ad really does not show the products being sold, we can clearly see what message it is trying to send. This ad is trying to convice young guys that if they wear Abercrombie & Fitch clothing they'll look like the guys in the ad. The image of the "perfect guy" is the image Abercrombie & Fitch sells. We also get a sense of sterotyping races in this ad. When looking at it, we see white guys, and this is mostly the case in all Abercrombie & Fitch ads. This creates the feeling that white people are the better looking race and that they can afford Abercrombie &Fitch clothing.
This ad shows that by purchasing A&F clothing, you'll look just like the models in the ad. By wearing this brand you'll be just as attractive, with the six pack and perfect hair, and everything else. Both the guys form the idea of the "perfect american guy", coming back from a baseball game, the most loved american sport. The guys are laughing and smiling, assuming that if guys wear Abercrobie & Fitch they to will always have a great time.Along with all the other Abercrombie & Fitch clothing ads, this ad gives teenage guys very unreal ideas. The fact that they use built models for thier ads, make many young guys feel insecure about their body. They constantly compare themselves to these ads, and wonder why they don't look like them. But theses ads don't look like them because they are unreal. These are not the normal everyday looking teenagers and young men. These models are hand picked to fit a certain brand, a look. These ads would never bother showing a guy who was overweight modeling theire clothes,but these overweight guys are the normal guys we see today. Not every single teenage guy has a six pack and muscles. These ads lead to young guys using steriods, overally working out, depression, and even suicide. There are very grave consequences with this very innocent looking clothig ad.
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