American Apparel is almost known for its notorious advertisements, the representation of women in the media has always been exploitive. It has, throughout the years, reduced women to being nothing more than objects to be won and prizes to be shown off. It has also created a definition of beauty that women compare them self to.
In the American Apparel ad above “Lauren Phoenix” is portrayed as nothing more than a sex object, she is being sold to the male community as her “bio” that you would normally see on a dating website is inviting males in and further asking the reader to google her. Lauren Phoenix, advertised as an actress and a director but can you guess what kind of actress/director Lauren Phoenix is? I’ll give you a hint, her name is Lauren Phoenix. A Wikipedia search will reveal that she is indeed a rising Canadian porn star.
In our culture, sex sells but where is the line drawn? The ad suggests that the model is selling herself and not the socks… This is shown through the connotations of the ad. The title of the advertisement “Safe to say she loves her socks…” Rhymes with derogatory language. Photos also support the notion of sex sells with the three images showing sexual poses, the pictures look like they have been taken from her partner, so does this mean taking pictures during sexual acts is okay?
“150 Lbs of magic” is the perfect example of objectification and how the mass media creates an image of an “ideal” women. They are misrepresenting women in the media as flawless beings who are constructed for the sole purpose of attracting the opposite sex.
What is the media trying to teach adolescents reading these advertisements, that there is only one body type or that particular body image is beautiful. Statistics show that there is a rising case of depression, anorexia and bulimia because adolescents want to have that image and they are willing to do what it takes to maintain the look and ‘fit in’.
I question why does the media subject women? Why does the media only showcase the ‘ideal’ figure? These are questions I ask myself, because everyone is beautiful in their own way and thats what the media should be selling. NOT sexual objectification where ‘sex sells’. The American Apparel clothing line sell their basic but expensive clothes and they feature young females and males as the models for their company but the images are too graphic to the point that they aren’t selling the clothing item, they are selling themselves to the public…