Ad Analysis: Exploring Social Concepts in Clothing Advertisements

Select two distinct advertisements that promote or feature a brand of clothing. For instance, you could select an ad for Ann Taylor and one for Ralph Lauren. Closely analyze the details in the different ads. Be sure to focus on the physical traits, body language, and physical appearance of the “characters” or models in the ads. Consider that these features are promoted based on the particular audience each ad is trying to reach.

Instructions

In a two to three page paper, write an ad analysis that addresses the social concepts depicted in the ads. Review the sections from the module about class, gender/LGBTQ+, and social mobility. For each advertisement, address and expand on the following questions:

What social class do you think is being depicted?
What gender aspirations or identities, including LGBTQ+, do you think are being appealed to?
To what extent is a social and/or economic status being depicted?
What does ownership of this clothing brand presumably signify about the potential customers?
Conclude your analysis with a paragraph that summarizes the reviews of the ads and how they demonstrate the social concepts. Attach a screenshot or picture of each advertisement to your submission.

Follow APA format and cite references, and include a reference list.

Consider the following outline for how to write your ad analysis:

Introduction: of the two advertisements—Advertisement A and Advertisement B.
Advertisement A: Address the physical traits, body language, and physical appearance of the “characters” or models in the ad. Answer the following questions that address the concepts of class, gender/LGBTQ+, and social mobility:
What social class do you think is being depicted?
What gender aspirations or identities, including LGBTQ+, do you think are being appealed to?
To what extent is a social and/or economic status being depicted?
What does ownership of the clothing brand presumably signify about the potential customers?
Advertisement B: Address the physical traits, body language, and physical appearance of the characters or models in the ad. Answer the following questions class, gender/LGBTQ+, and social mobility:
What social class do you think is being depicted?
What gender aspirations or identities, including LGBTQ+, do you think are being appealed to?
To what extent is the viewer being asked to identify with a given social and/or economic status?
What does ownership of the clothing brand presumably signify about the potential customers?
Conclusion: Summarize your review of the ads and include how they demonstrate the social concepts

Sample Answer

Ad Analysis: Exploring Social Concepts in Clothing Advertisements

Introduction

In this ad analysis, we will closely examine two distinct advertisements for clothing brands to uncover the social concepts depicted within them. The selected advertisements for analysis are a campaign by Chanel and one by American Eagle Outfitters. These ads will be critically analyzed based on the physical traits, body language, and physical appearance of the models featured. The focus will be on the social concepts of class, gender/LGBTQ+, and social mobility that are portrayed in each advertisement.

Advertisement A: Chanel

The Chanel advertisement features a high-fashion setting with models showcasing luxurious and sophisticated clothing items. The physical traits of the models exude elegance, with impeccable grooming and poised body language. The models appear confident and exude an aura of exclusivity.

Social Class: The Chanel advertisement depicts an elite social class associated with wealth and luxury. The opulent setting, exquisite clothing, and refined demeanor of the models suggest affluence and sophistication.

Gender Aspirations/Identities: The ad appeals to both men and women who aspire to exude elegance, refinement, and status. The gender identities portrayed are traditional and conform to societal norms of high fashion and luxury.

Social/Economic Status: The advertisement strongly emphasizes social and economic status through the portrayal of luxury, refinement, and exclusivity. It targets individuals who seek to align themselves with a privileged and affluent lifestyle.

Significance of Brand Ownership: Owning Chanel clothing signifies not only a sense of style but also symbolizes wealth, sophistication, and exclusivity. Potential customers are likely to be individuals who value luxury, status, and high-end fashion.

Advertisement B: American Eagle Outfitters

The American Eagle Outfitters advertisement features a more casual setting with models wearing trendy, comfortable, and everyday clothing items. The physical traits of the models convey a sense of youthfulness, diversity, and approachability. The models exhibit relaxed body language and genuine smiles.

Social Class: The American Eagle Outfitters advertisement portrays a middle-class social class associated with a more relaxed and accessible lifestyle. The emphasis is on comfort, style, and inclusivity rather than opulence or luxury.

Gender Aspirations/Identities: The ad appeals to individuals of various gender identities, including LGBTQ+, by promoting inclusivity, diversity, and authenticity. It celebrates individuality and self-expression through fashion.

Viewer Identification with Social/Economic Status: Viewers are encouraged to identify with a relatable social and economic status that values comfort, style, and authenticity. The ad promotes a sense of belonging and community among its target audience.

Significance of Brand Ownership: Owning American Eagle Outfitters clothing signifies a casual, trendy, and inclusive lifestyle. The brand appeals to customers who value comfort, individuality, and authenticity in their fashion choices.

Conclusion

In conclusion, the analysis of the Chanel and American Eagle Outfitters advertisements reveals contrasting depictions of social concepts related to class, gender/LGBTQ+, and social mobility. While Chanel targets an elite social class with a focus on luxury and sophistication, American Eagle Outfitters appeals to a more diverse and inclusive audience by promoting comfort, authenticity, and individuality. These ads demonstrate how clothing brands strategically use visual cues and messaging to connect with specific target audiences based on their social aspirations and identities. By understanding the underlying social concepts in advertisements, we can gain insights into the values and desires that drive consumer behavior in the fashion industry.

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