Comparing Abercrombie And Fitch Advertising

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Advertising is a mix of science and art. Advertisers have perfected the use of imagery and psychology to exploit peoples’ emotions in order to increase sales. Every magazine and newspaper is filled with advertisements that use images and words to appeal to people emotionally, promising to fulfill some basic need such as the need for sex or the need for attention. Some advertisements are more obvious than others. A company that blatantly uses the appeal for sex and attention in its advertisements is Abercrombie & Fitch. Abercrombie & Fitch is a clothing store chain that sells casual clothes. A majority of its advertising targets teenage to young adult males; however, the stores sell clothing for women and children as well. The advertising campaigns always feature young attractive models in various stages of undress. The advertisements are usually simple and have little to no writing but they still send a powerful message; if you wear Abercrombie & Fitch clothing you will be seen as young, sexy and popular. We can…show more content…
The imagery used in Abercrombie & Fitch advertisements is simple but manipulative. They use black and white to make the models in the advertisements grab the consumer’s attention. Use of color would actually detract from this attention grab by distracting the viewer from the main focus, the model. The advertisements rarely have words other than the company name and logo. In fact, it is often unclear what product they are selling in the ad. It does not matter as long as you remember the brand Abercrombie & Fitch. There are advertisements for Abercrombie & Fitch that are in color and the models are fully dressed but these advertisements do not usually make it to the magazine, newspapers or billboards because they do not grab the consumer’s attention as much as a half-naked man in peak physical condition
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