Analysis Of Jean Advertising

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When advertising, the best information to have is to know who the audience is. Without knowing who to sell the product to, one does not have a proper basis for advertising. Once one knows who they are advertising to, they must know how to approach said audience. An advertisement for little girls would not feature old men golfing and chatting about their rheumatoid arthritis, just as an advertisement against smoking would not involve people happily smoking. Such aspects are counter productive when it comes to advertising. This goes for any product, including clothing. In the jean advertisements for JCPenney and American Apparel, one company knew how to approach their audience, while the other failed to connect. Just as the intended audiences …show more content…
In JCPenney’s advertisement, six very different women stand under a large white sign that reads “The Right Jeans”, and under them are different jean brands in dark gray are under each model. The use of an ethnically diverse set of models, according to Allyn and Bacon Guide to Writing is how the ad “draws in the target audience by helping them identify with the advertisement’s situation” (163), in this case, finding the jeans. JCPenney is aware that its audience is women between the ages of eighteen and twenty-five of no specific race. By having multiple races present in the ad, more customers would feel comfortable shopping there, as they can not only relate to the models, they can shop comfortably knowing “The Right Jeans” for them are somewhere in the store. The name brands under the models give the customers a larger sense of variety and availability. The women of JCPenney can not only have access to many different name brands, well known labels such as Liz Claiborne and Lee’s jeans are readily available to …show more content…
To have a young woman strut across a room toppless is one aspect, but to put the word “easy” next to her changes the advertisement from an awkward misunderstanding of the intended audience to attack on the consumers and the model herself. When advertising anything, it is best to keep the advertisement “scandal proof” (162), so as to be sure there is no negative stigma against the product being sold. That being said, one should be more careful when naming their product while creating an ad for it. Especially if the ad is going to appear lewd in nature.
JCPenney’s model choice may have cost more than American Apparel, but the extra effort created a better effect. Yes, American Apparel is a more expensive store than JCPenney, however the upper class is also diverse. JCPenney’s model choice expressed the image of the different people who shop there. American Apparel’s use of one white model can be interpreted to stereotype its shoppers, and enforce the stereotype that women of color may not be able to afford or enjoy their

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