Abercrombie Hates Fat Chicks

WOW. After reading this article about how the CEO of Abercrombie & Fitch doesn't want fat or uncool people to wear their clothes, I am truly disgusted.

The target market for this brand is middle & high school students, maybe into college age (really, their parents, because what 12 year old can afford $35 for a graphic tee) These age groups are the highest for young people to experience low self esteem and bullying because of appearance.

"Are we exclusionary? Absolutely. Those companies that are in trouble are trying to target everybody: young, old, fat, skinny. But then you become totally vanilla. You don’t alienate anybody, but you don’t excite anybody, either,” he [CEO Mike Jeffries] told Salon.

I can see this point. The internet, of course, is infuriated. Many posts and comments are talking about boycotting Abercrombie, calling Jeffries a list of names... and of course, pictures.

I can't imagine if I worked for the brand. Would I be standing behind them as the media swirls? Feel guilty for being confident? (I once overheard in the mall a group of young girls talking, "They asked if I needed a part time job. That means I'm pretty.) < HOW SAD IS THAT. You are beautiful the way you are! You don't need a retail job to confirm that! This is definitely not the first lawsuit they've faced (think back about five years ago with their sexual innuendo graphic tee's) 

The flip side of this, as the internet rages on, is that calling Jeffries fat or ugly is not going to make them feel better! DID MEAN GIRLS TEACH YOU NOTHING!?

Men vs Women

I just saw this scrolling through Tumblr trying to procrastinate writing this next post... how perfect, right??

“Steve Carell, Jon Stewart and Stephen Colbert: How men would look if they had to pose in ads the way women are expected to.”

The caption is perfect. No idea where it's from, but it makes me smile to think that these guys get it... women are objectified every second. But then I frown, because WHY AREN'T WE DOING SOMETHING ABOUT IT!

Sadly I honestly feel that its too engraved into our culture for women to be sexual objects. They can have brains and power, sure, but at the end of the day they will be in stockings ready to please their husband. I wish it wasn't that way, but alas. American advertising expectations.

This past weekend I turned 21. I know right, woo. I never really had the desire to party or anything, so it was kind of exciting to be able to go out & legally order a drink. But I also wanted to go dancing. The sad thing is, I don't know where to go! When I think of clubs, my mind goes straight to radio station ads promising a great time & lots of "single ladies & people!" I don't want to meet anyone, I JUST WANNA DANCE! (Did Dane Cook die? He dropped off the planet for a minute...)

How women in the club are expected to dress & dance:

My idea of a good time:

How Old Is Sexy?

Gender and age. Why is it that once a woman reaches a certain age, she is no longer looked at as beautiful or sexy? Why is it the opposite is for men (looking at you, George Clooney, you silver fox) ??

Women are bombarded with the reminder that every day, you are aging and slowly losing your "appeal." So you better start using this anti-wrinkle eye cream thats $46 for .35 ounces. You'll be happier in 15 years when you need a second mortgage, but you will look fresh and vibrant. 

And age isn't always a factor (I just wanted to google image search George Clooney. You're welcome.)

Girls younger and younger are starting to ask for plastic surgeries, cosmetics, etc. to enhance their appearance. Enter, Heidi Montag, who was so pretty naturally... and now she looks crazy and fake.

This is not cute, I'm sorry!

Did she not think she was sexually appealing before? So often I hear my guy friends talking about how they want a nice, sweet girl to bring home to meet their family. Not a bimbo who can't afford to go to a movie because they have debt from plastic surgery!

Side note: my SEVEN year old cousin (2nd grade) got a training bra in her Easter basket (should I yell at my Aunt for giving in or cry because this is what society is doing???) CRAZY!!

"Keep Calm!?!? ITS MY WEDDING!"

One of my favorite ways of procrastinating is to hop on Pinterest. This social media site has become extremely influentual when it comes to weddings (even I have a board called “The Perfect Wedding.” Judge me. “With its heavily female demographic and emphasis on DIY derring-do, Pinterest and brides go together like love and marriage. But it's not just the women in white who are touchscreen-tapping into the power of the 2-year-old site,” says this USA Today article.  

“It's changing the industry" for vendors, planners and magazines, says Anne Fulenwider, editor in chief of Brides. Since she took over the title in November, Pinterest has "exploded and really changed the conversation." With social media sites like this taking over a large part of the industry, how are wedding TV shows keeping up?

The answer: by getting crazier. The more “Bride-zilla” a person can be, the more “entertaining” the episode. But why is this so entertaining?? I personally think its so women can watch these shows, maybe their fiance is tuned out in the room over, and the can yell over, “Hey, look at this girl! I’m normal compared to her!” 

Wedding planning is definitely stressful, but often times we forget that these “reality” shows are manufactuered. Often producers "encourage" this crazy behavior to stimulate fights, tears, and the like. Americans love it! ...But personally, I think its a little overdone. 

Suburgatory

Since writing our masculinity paper, whenever I watch a TV show I find myself instantly thinking about the gender roles of the male characters. One of the best examples I've found has been the show Suburgatory on ABC.

The main teen character, Tessa, starts dating a guy named Ryan Shay. He is popular, attractive, and it is made very clear his good looks make up for his intelligence.

The first scene of the episode "Body Talk" shows them eating lunch in the cafeteria at school. Ryan is munching away on a full stack of ribs, and Dallas is asking about his schedule. Every day he has something new. Wrestling on Wednesday, modeling and jump rope club on Thursday, Boy Band practice Friday night. Dallas comments that he has a "full plate," and he replies "yeah, I need 30 grams of animal protein at every meal."



Because she is now dating the most popular, attractive guy in school, she feels "in danger of being pathetic" because she has no after school activities.

She becomes producer of the school's TV show, Teen Talk. When their usual host calls out, she is forced to come up with a plan and replacement. Ryan shows up, and he is the perfect fill in.

"What are you going to talk about? You need a funny anecdote to start the show!" Tessa exclaims. "Babe, its fine, I'm going to talk about my body." Sure enough, he opens the show asking for questions and compliments, and the phone lines ring off the hook.

Later in the show, Tessa gets fed up with the fact that she is producing a show about her boyfriends body. Specifically after he answers a question of, "How does your body do in the heat?" Ryan replies "The key to hydration, is hydration. I get hydrated by drinking things, through my mouth." Tessa screams that she wants her name off the show and she could easily create better content. She fires Ryan in front of the rest of the staff (who are three other nerd-type boys who very clearly look up to Ryan) this shows a hit to his masculinity. He yells "Come on boys" to the guys, but they do not follow.

Then and Now: Fragrance Ads

Marketing to men vs. women has been narrowed down to a science. To get a message to a man, the ad must be simple, exude the product's functionality and practicality, and reflect a potential boost to his ego. To sell something to a woman, it may be harder because they pay attention to detail and price. Women also look for "an emotional, tactile experience when they shop, according to Juniper Park, an ad agency in Toronto." (Chron) 

Comparing these advertisements for fragrance from the 1950s to the present day:

This ad, marketing aftershave, shows a dapper gentlemen looking young and fresh just as the product claims to do. "Keep that young, healthy look!" 

This ad showcases the new Marc Jacobs "BANG" cologne. He didn't need as many words.

This vintage Chanel No 5 advertisement is showing that the woman who wears the perfume is beautiful, elegant, and clearly desired. (and alive)

This ad for Gucci Guilty perfume shows another woman being desired. She exudes power, beauty, and lust. 

Because women shop for products and the emotional experience that comes along with shopping, the cosmetic and fragrance market thrive with advertisements that promote women as strong, sexual people. 

What's interesting to note about the advertisements selling products to women is that both men and women are present in the ad, yet only the woman is making eye contact with the camera. Both ads show that the men are clearly focused on the woman, presumably because she is wearing that intoxicating perfume. This could show that the woman has power over the men, and if you were to wear "____" perfume, you could obtain power over the men in your life as well. 

Because men are often showcased as muscle-head buffoons or geeky nerds in most commercial advertisements, its important for print advertisers to get their message across quickly and efficiently. This can mean the decrease of words (men don't have time to read a paragraph on how this aftershave will make you look good) but they can clearly see that this cologne will make him smell good (so good he won't need clothes.)

A Mercedes for Joe

This past weekend during the Superbowl, there was an influx of new commercials that grabbed the attention of many different audiences. One of my favorites was done by Mercedes. In less than two minutes, you see a young adult man who could be described as an "average joe" about to sign his soul to the devil in order to have this new car and "all the things that come with it." While he ponders this life changing decision, you see his thought process of the benefits of having a new Mercedes.



He acquires celebrity status and walks the red carpet, dances with Usher in a popular night club, gets chased by a mob of girls and then finishes his day with a quick race around the track. Quite the life, yes? Who decided that having a Mercedes will lead to such a lavish lifestyle?

The advertising team for Mercedes wants the viewer to believe that having their new car will create a higher standard of living for the individual who purchases and drives it. In the 1940's when people were much more frugal with their money (because of the memory of the depression) they would not even glance in the direction of a Mercedes dealership. With today's economic status being dangerously close to those times, it is a shock that luxury car brands are even still in business.

Its been scripted since the birth of luxury cars for men to want them. Your car reflects who you are in a society of sports cars, trucks, and mini vans. Having a nice car will get you respect, love, and a higher quality of life, or so Mercedes wants you to believe. (In reality, you won't be able to afford your rent because your car insurance/payment is through the roof.)  How could this commercial have been different if the potential customer was played by a woman?

At the end of the commercial, Average Joe and the viewer are exposed to the price: just a hair short of $30,000. The commercial leads you to believe that this is a great bargain to have Mercedes quality, and the idea that this lifestyle will soon be obtainable for the Average Joe. The young man decides against selling his soul because of this "low price." In 2012 it was reported that the average student loan debt was $27,000. You do the math on that one.

None the less, the commercial had comical value and did its job... On the Monday following the game, the CLA was the most researched vehicle on Edmunds.com. (America's Little Mercedes)