The reading is for McBride's article "Why I hate Abercrombie" and it gives much insight to the companies practice in advertisement and their main target audience. The author sites the fact that he has seen many gay men wearing Abercrombie & Fitch at a gay bar that he visited. He sites facts that advertising of men and women wearing next to nothing poses a problem in society and what we perceive as acceptable behavior. After giving a brief history of A&F and its roots in outdoor clothing, he goes on to talk about advertisement and the "celebration of whiteness" (pg. 68).
The main concept of the article is that the advertising for Abercrombie and Fitch is biased towards the white male and female population, and the models of this clothing have to have a certain type of look that would identify them as A&F. In one part, it shows that "Dreadlocks are unacceptable for men and women". The only race that hairstyle would be natural to would be the African American race, which makes it blatant racism. In a book for brand representatives, it shows a picture of an African American male and it shows that he must have a short Afro cut in order to appear natural and classic.
This article begs the question that why won't people shop at other store comparable to A&F such as American Eagle Outfitters where it is not as biased? When a person buys the product, they are buying the image and everything that goes along with it. In my opinion, it should be boycotted if it is not acceptable to people of other races.
My opinion of the product is not skewed since I don't purchase items at the store. However, I don't believe that it is appropriate for companies to only market products to a certain race or ethnicity. To do so gives a bad representation not only to the owners of that store but the people that own the product as well.
Wednesday, March 28, 2007
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