Culture Jam Assignment Part 2

 

In my “jamming” I wanted to highlight the nature over sexualized nature of this advertising that follows American Apparel’s pre-existing advertising schemas. I wanted for it to follow the actual content of the images by being both blunt and shocking, but in a way that jammed the original effort of sexualization. I swapped out the original “School’s Out.” phrase for the phrase “Sexualizing Minors: That’s American Apparel.” I mimicked the well known slogan from American Apparel’s previous advertisements to aid in branding my commentary correctly, to further infuse the sexualization of young and vulnerable women into the company image. I wanted to take the overtly sexual imagery in this advertisement and create an equally shocking and blunt tagline to go with it with my changing of the original advertisement. At a first glance you see the model, laying in a hyper sexualized environment, looking both young and dressed as a school girl, and then the line”Sexualizing Minors: That’s American Apparel.” comes in to stop that sexualization and causes the viewer to reconsider the sex appeal of the model. By doing this, it causes the viewer to not only reflect on their own views of this model, but to see her as a minor, a child, and also a human being. I feel my “jamming” of this advertisement forces the viewer to consider the model in this advertisement as a human being, rather than a sexualized object.

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Culture Jam Assignment Part 1

This advertisement was released by American Apparel as a series of minimalist portraits, often featuring young women of different ages and races to showcase their clothing line. This advertisement in particular includes a young woman, with the phrase “School’s Out.” in reference to American Apparel’s school-girl inspired look, such as the tennis skirt the model is wearing. The primary fault with this advertisement is that not only does it lean on the fact that the model is wearing a school-uniform type skirt, but also that the model them self looks to be about school age. The brands choice to use a younger, almost childish looking model in their advertisement touches upon their desire to mobilize the “good, pure, school girl” look is troubling onto itself. ┬áThe even more worrying aspect of this advertisement is that the model is featured on a bed, in a provocative pose. The model herself appears to be very young, in a school-uniform type dress, and instead of featuring her by a school or even just against a neutral set, they have her laying down on a bed. This advertisement is not only slightly pornagraphic in its construction, but also places a young looking girl in a hyper sexualized environment. This juxtaposition is no doubt supposed to be shocking, but almost brings forth connection to child pornography upon closer inspection.┬áThis advertisement utilizes and mobilizes the “school girl” fantasy as a means for advertising and selling product, which continues the sexualization and commodification of young girls.

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