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WRIT 1122
The Subvertisement
Heather Martin
In Heather Martins
sections of WRIT 1122, students spent time looking at different forms of
visual rhetoric to learn how images and text work together to create
different types of arguments. One assignment asked students to design a
subvertisement, or parody, of a popular ad campaign or product. Students
chose ads that were catchy and interesting, but also problematic in some
way. To critique the ad, they made small, but impactful, changes to the
original advertisement. The results were powerful and visually
compelling arguments, capable of surprising, disturbing, and
entertaining readers.
Here is a Jayne
Illovsky's analysis of her subvertisement, "Following
in the Wrong Footsteps" of an
Abercrombie and Fitch ad:
"Prom...a night of
magic and romance...for your genitalia," says Kyle, 16, of Gainesville,
FL. What Kyle says may be true, but the talk about having sex on prom
night leaves some teens feeling stressed or pressured. Laura Rupp, R.N.,
an educator with the Chart Teen Task Force, in Hannibal, MO, says both
guys and girls feel a lot of pressure to have sex on prom night because
it seems like a "tradition." "They see it assomething that everyone
does," she explains. "Boys feel more pressure from their peer groups
about having sex than from their partner. Girls feel more pressure from
their partner. It could very well be a tie on who is more pressured,
though."
-- Rutgers University 2009
Peer pressure in junior high and high school is inevitable. It can be
positive or negative, but there is an impact either way. Negative peer
pressure is a universal fear in parents because it is unavoidable. It is
present in all different cliques, and it can range from pressures in sex
and relationships to drugs and alcohol. Some teenagers will know when
something has gone too far but what about the subtleties in the
advertisements surrounding them? Negative peer pressure has the ability
to impair good judgment and even cause one to doublethink their common
sense. From the study shown above, peer pressure for sexual intercourse
is a problem at an age as early 16. Girls and boys are feeling obligated
to have to sex on prom night purely because of tradition. Also, it may
spare them the humiliation at school the next day if they fit into the
crowd with everyone who did. At this age, teenagers are struggling to
create and find their own identities. The normal reaction for them is to
observe others and see how they are dealing with these issues.
Insecurity and curiosity are impertinent factors as well. To be safe
within this insecure time, teenagers start to follow a culture of
conformity usually formulated by different clothing companies.
Originally, this was a way to keep self-conscience teenagers safe, but
unfortunately certain advertising companies have taken it too far.
Abercrombie and Fitch is one of those clothing companies. They advertise
a culture of conformity for clothing, as well as sex appeal.
Abercrombie and Fitchs advertising campaign caters towards a broad
range of 11-18 year olds. During these peak years kids need something to
latch on to, even if it is such a controversial company. Abercrombie
discriminates when it comes to hiring employees and models. They even
refer to their employees as models. Also they had been in a lawsuit in
2004 for discriminating employees and potential buyers. The clothing is
also made very poorly. Abercrombie has practiced some very unethical
working techniques by exploiting workers as well. Despite the actions of
the company and the disapproval from parents, this 11-18 year old group
is still intrigued. Maybe the reason why they follow this brand is
because of how controversial it is. The advertisement I found is of a
young man and a young woman. The advertisement is a black and white
picture, photographed casually. For all we know the man and the woman
could be as young as 16. They are only wearing Abercrombie jeans. Both
of the models are half-naked. Intentionally, both of the models are
racially white and signify the typical American teenager. The male in
the photo has dominance over the female while the female has an
indecisive stare on her face. The dominance that the male presents seems
to be a tradition in the Abercrombie and Fitch advertising campaign. By
making this theme of dominance come across so casually, girls are unsure
if it truly is right, so they tend to just go along with it. This
carefree, sensual persona Abercrombie and Fitch is presenting is
captivating to these kids. Also, from the brand being shunned by
parents, it makes it more enticing. The advertisement I chose uses the
rhetorical appeal of pathos. It is directing the viewer to think that if
they wear Abercrombie and Fitch jeans, they will have sexual appeal; and
that sexual appeal is something that they want to have. This is
indirectly instilling sexual pressure in these kids. It is telling them
that the typical American youth should be sexually involved; that it
is right to be in a relationship.
For my subvertisement for Abercrombie and Fitch I used the same
photograph from the advertisement that I found. I want to show the truth
of what the picture is relaying. Using this photo I am using the
rhetorical appeal of pathos. Instead of the emotion of sexuality, I want
to emphasize the emotion of uncertainty. The look on the females face
can be representing apprehension. I want the audience to wonder what she
is thinking, maybe even the lack of emotion what so ever. It looks as
though she is not thinking anything. Underneath her arm I have the
question: Is she ready? This will evoke a thought from the viewer and
then they will rethink the males role in the picture. I want the viewer
to see how Abercrombie should not be using this placement of their
models. The dominance that a male has can be extremely daunting and even
scary to some women. When it comes to sexual pressures, many girls dont
know what they should be feeling, or what is right. Women need to know
that they have the right to wait until they feel comfortable. At the
bottom I have a statistic of peer pressure pertaining to relationships,
which plays upon the rhetorical device of logos. It reads, Statistics
on peer pressure for sex reveals approximately 50% of 12-17 year olds
feel pressured in sex and relationships, according to The Kaiser
Foundation. This study was conducted less than a year ago, in April
2008. From this statistic, it will open the viewers eyes to how young
the children are who are affected by sexual peer pressure. To finish my
advertisement, at the top, I added Abercrombie and Fitchs logo of a
moose and the letters A&F. When only given a glance, my ad is
perceived as an actual Abercrombie and Fitch ad. Once given a second
glance, the viewer will see the words Appease and Follow under the
A&F, and that is when the message will formulate. These two verbs are
the connotations of peer pressure in high school and junior high that
formulate in my mind. One, giving in to peer pressure, is solely
appeasing what they think others want to see. Then, when it comes to
following, one will go to great lengths to copy a certain group or trend
perceived from the media. My subvertisement encompasses the truth of
what Abercrombie and Fitch is ultimately selling: peer pressure.
Abercrombie and Fitch targets a nave and inexperience group of both
young males and young females. Between the ages of 11 and 18 is when
peer pressure is the most significant in an individuals life. These
years are the key times when young teenagers are establishing themselves
and searching for belonging. Abercrombie should change their campaign
only to a slight extent. They can still encompass and sell the idea of a
carefree American youth, but they need to take out the sensual aspects.
All of their advertisements with couples should be removed. Their
advertising campaign should be individuals or groups of people in their
photographs. It does not matter if they keep some of the male models
half-naked, but they should not be able to show half-naked females. Some
of these female models are 16, and it is not appropriate. It is giving
normal teenagers the idea that they must be that attractive without a
shirt on. If Abercrombie and Fitch were to rework their advertisement
campaign, they would keep their potential buyers as well as gaining new
ones. They would still have to deal with their racial discrimination
issues, but parents will be more accepting to the clothing line. It
would be a gain to the company because it would give them a newly found
respect, which is exactly what they need.
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