Just Take It Off Already!!!

American Apparel has trumped Benetton this week for the most provocative advertising campaign. The latter is a bit more socio-politically conscious, using sexual innuendo to symbolize the worthy notion of “unhate.” But the former uses sexual innuendo to symbolize SEX, which triggers all the consumer senses in the Western body and brain. So, as we contemplate our turkey left-overs on this “black Friday,” let’s savor American Apparel’s latest effort to stuff malleable consumers into their American Made apparel.

(Merci Mirko Ilic)

American Apparel Ad

American Apparel Ad

American Apparel Ad

12 thoughts on “Just Take It Off Already!!!

  1. Jelena Antonic

    Animadversion above refers to the campain for American Apparel (lapsus memoriae): although they’ve used both metaphor and metonymy to exaggerate the man’s size*, it’s not successfully done and the brand’s name becomes forgetful and even desperate – interesting intention, but with ‘not good enough’ effect.
    @Benetton: their campain is totally brave; in the gentle* way so cynical! there are so many good layers (question-answer) in that message.

  2. Jelena Antonic

    Artistic (even feminist) women wear these designs, types of shoes – seen and known as a fact.
    Cheap message as this one will lead Benetton to lose the whole purchase interest groups just because of a strong desire to sell as many pairs of shoes as possible by moving among the layers of kitschy taste.

  3. Jelena Antonic

    @BK – ah, the consumers do not fall for this kind of thing all the time – Diesel, for example made the biggest mistake of all time, and the consumer’s answer to it is: “I do not want to be stupid! so I will not buy it, simple as that.” And they even have the quality, which can “make” the costumer look* smart. We live in the age of economic crizes in the world, where the sale is almost dead, and any unprofessional-collateral mistake can kill the brand. In the team you have to have the best photographer’s eye, the knowledge to recognize the best aproach* to the theme: trough best light (contrasts-expression) to get high-quality color tone, who knows about perspective / depth of space: how to place* an observer in the scene as a participant; design: scene with the interesting story to tell: in this case, how can you entice woman / man, wearing Benetton – spreading legs, trampling on women’s ass, if you reach for dude’s … on that cheap rug? – stop! have more respect for buyers, please. That is professional.
    @Jon Staines – There are rules of style: this type-color of leather does not go with that kind-color of material because the person who wears it gets poor, low-cost combination; with colors we can get cool visual composition for the observer’s eye: that is why the main task for the art director is to find the best designer/stylist who knows how to create new ideas-creations, without failures of those ratios.The freedom of creativity is the knowledge of rules! If you are familiar with the combinations, you wil not make mistakes, because you know what is compatible. Is it possible that there are so many great books written about the colors (comparison), that the modern generation is skipping, not reading them because they have no time writing their own?Something that concerns the whole society and is emerging as a major problem trough the education (people unconsciously absorb this type of message and accept it as something socially accepted, as normal?) is general issue, with the impact on the individual. The reason that it happens to individuals is the fault of society.The woman in these pictures is featured as cheap whore – so, she is modern because of that? From socio-political point of view it’s even illegal.

  4. Pingback: American Apparel new branding | I.D. Design

  5. Jon Staines

    Erm, Jelena Antonic – a couple of points.
    Firstly, there aren’t really any ‘rules’ about which colors have to go with which colors and which shoes have to go with which clothes or, for that matter, what is ‘correct’ and ‘incorrect’ ‘graphic work’, to use your words.
    This freedom from rules and absolutes allows ‘creativity’ to take place.
    Whether or not we like what results from this creativity and whether we approve of the socio-political content of the work is an entirely different matter. It’s also a highly individual and personal one.

  6. BK

    I hate to say this, but the sad fact is that consumers do fall for this kind of thing all the time, or American Apparel (and others) wouldn’t do it. Professional? Certainly not, but we are in the age of “good enough”, and it has gotten harder to explain to people why photography and design need to be professional at all.

  7. Jelena Antonic

    “female ass can be sold, because the shoes can’t” – this kind of message is readable – cheap exploitation of female body in the retail-commercial purposes.  
    Photographies are not professional, especially as fashionable: completely incompatible colors, which are burned up, shoes do not match with the type of clothes (this type of error should not even be attributed to eighties distaste)… this is the pure example of incorrect graphic work!

  8. LEEK

    I TOTALLY AGREE – This looks like advertising from the 80’s – surely the consumers are not falling for that type of imagery anymore are they.  Maybe the barbie-like teens that I see everywhere think this is great. It’s certainly bubblegum crisp!

  9. Therese Spina

    I’m disgusted? No. “Disgusted” is far too generous a term for such “creative” laxity/laziness. How about DESIGNING a clever ad for a change, people, and try putting the female anatomy into a respectable light? American Apparel art direction needs a new direction.