(Warning: graphic images follow.)
Okay, just kidding, that’s old news. And yet it’s not.
When I think “Christmas Surprise” I think “Chloroform your partner”. In all seriousness, though… I get such a kick out of Mad Men because the absurdly misogynist caricatures of the advertising moguls of Madison Avenue seem exactly that: absurd. But then one realizes: they are still making ads. Only now some people have the good sense to get pissed off when those ads attempt to derive humor from the suggestion of sexual violence.
On the production side of things, however, seemingly little has changed. Take American Apparel ads, for example. I have despised AA ads since their store came to East Lansing while I was in undergrad there. This was how they debuted their new store to Michigan State University students back in 2005.
These ads were banned by the ASA in the UK, as they were considered exploitative and practically pornographic. Getting banned is nothing new for AA. A visit to the AA website reveals that this is not just the theme of their outdoor and print ads; virtually every single [female] item for sale on the site is model in the same pornographic fashion.
For whom are the commodities in these ads intended? Women: does this ad make you want to buy this t-shirt? Why or why not?
These ads scream: MALE GAZE.
American Apparel has long claimed that their ads are unique, progressive, and inventive, because they portray women who are not necessarily professional models, who are not airbrushed or digitally perfected. (Apparently they believe that this promotes self-esteem.) If anything, all that says is that any woman can be turned into a personality-less fuck object. Now that’s progressive.
What has always struck me about AA ads are their resemblance to pornography: vapid, inane expressions, sexually-laden yet childlike behaviors, suggestive postures, faces off an assembly line. How can these ads claim to be a celebration of the natural female body when a) all of these women are of a very particular look, shape, and size and b) their target audience is voyeuristic men and insecure women?
AA is telling us that fat or flat are both repulsive, even “natural” women require makeup, and the only hair you should have is on your head.
I suppose all of this is unsurprising given the kind of person AA’s founder is.
There is nothing unique, progressive, or inventive about what AA does. The “Mad Men” were doing it long before AA ever arrived, and they’ll be doing it long after it’s dead.
Make yourself heard with a survey.