September 4, 2006 8:30 PM
More on Abercrombie & Fitch
Speaking of campaigns to get the attention of clothing companies that exploit sex to sell to children, Marybeth Hicks, who writes for the Washington Times and National Jewish Review had a meltdown last week at the mall. Here's a teaser:
We maneuvered quickly to keep 8-year-old Amy from noticing the larger-than-life poster leaning against the wall at the entrance to the Abercrombie store, since I figured she might ask why the body (no face) of a mostly-naked guy was covering the wall of a clothing store.
Fortunately, Amy was easily distracted by the gumballs just beyond the offending in-store display. But I couldn't get my mind off the rude photograph and the larger issue it represents. The more we walked and talked and shopped, the madder I got.
Just what was so offensive in the Abercrombie window? A black-and-white "glamour" shot of a shirtless, male torso, wearing only unzipped bluejeans with the belt hanging open. The jeans are worn so low as to reveal a good portion of his physique, and the implication about what's going on inside the jeans is clear.
I'm not sure if this photo sells jeans to teens, but I do know it's selling them something.
Click for the full article: "Naked Guy" sells more than just bluejeans. I saw the same larger-than-life photo displayed at my local mall when I was there a couple months ago to hear Maddy sing.
You mothers of younger children need to know what your kids are going to be up against. To see how A&&F markets to teens, just visit their website: Abercrombie & Fitch.
Posted in Current Affairs | Permalink
Comments
I, too, am totally put off by the marketing scheme. Of the Abercrombie ads I've seen, I think the one I find most disturbing is the girl on top of the guy in a... ah, suggestive position. Not to mention she's topless. It's an advertisement for jeans, but you wouldn't know that if they didn't actually spell it out there. We expect it from Budweiser ads, but it's somewhat a shocker for a mainstream casual clothing company to use such blatant sexual advertising to sell the product. Speaking of sex and teens, did you catch the Dear Abby from Sunday? I definitely think this mom had legitimate concerns, and I was completely disgusted with the reply- with the "don't shelter, don't censor" message and the "teach her to respect feminist principles." If you didn't see it, you can check it out here: http://www.chicagotribune.com/features/columnists/advice/chi-0609020213sep02,1,1065833.column?coll=chi-entertainment-front&ctrack=1&cset=true
Posted by: LaughterThoughts | September 5, 2006 12:22 AM
That was seriously disturbing. My kids think it's a real treat to go to the mall, we go so seldom. I think it will become even more rare. It's hard enough to keep them innocent, which puts me in mind of a story.
A few years ago, we attended a birthday party for a five year old girl. It was held at the mall at a store that catered to the preteen girl crowd, with sparkly makeup and hair gizmos and what-not. They made up the girls and did their hair (I hardly recognized mine), taught them a dance, then sent them into the back to change into the dress-up costumes. Most of the girls returned in outfits that many a grown woman would find too revealing. Mine came out dressed as fairies. One of the other moms leaned over and said, "Your girls look so innocent!" "They are innocent," I replied. So what happened to the rest of them? They were only five.
This is a subject which bothers me about children's movies, as well. Some have so much innuendo, subtle and not-so-subtle. WHY??? These are our children!
Posted by: Jennie C. | September 5, 2006 5:50 AM
Wow. I was quite taken aback to see the advertising on the site.
It looks like they are selling naked people, not clothing of any kind.
I don't think we have Abercombie stores in the UK, but you can buy their clothing from other retailers.
Posted by: Sheena | September 5, 2006 5:56 AM
Why? Because the whole world is lying in the power of the wicked one, that's why.
Posted by: Carrie | September 5, 2006 7:12 AM
What is a Christian to do? My husband and I recently read that a certian company has made a deal with a certain lifestyle organization. We believe we shouldn't spend our money at thier businesses anymore. Where do we draw the line though? What if everyone sells this junk or purposely plans partnerships with people who undermine a Christian lifestyle. What do we do? I am at a loss on not only how to stretch our budget (because said company has such low prices) but also because who do you turn to when everyone, and it seems it is everyone, is undermining what Christ is about. It's so frustrating.
By the way, we rarely go to the mall. A few months ago we went to the dollar movie show which is in our mall. Hubby and I looked at each other and remarked "this is why we stay out of here so much". Not only A&F had horrid photos but several other stores too. Victoria has so much showing there was nothing of a secret for her lover. Sometimes it just makes me so sick and angry.
Posted by: Mrs. DMG | September 5, 2006 12:03 PM
Abercrombie & Filth (as I call it) are infamous for selling their catalog - to 18 and up, it's that explicit.
I remember a few years ago complaining to a mall manager about Victoria's Secret - they had a naked woman with her arms crossed over her chest, an 8 foot tall poster! The manager was shocked - at me!
After all, my boys were only 4 and 3, and when I pointed out it was illegal to expose children to pornography the manager told me it wasn't porn if it was for a commercial purpose (What??!!)
Also, apparently since I was the only one who had ever complained, he couldn't cater to 'fringe groups'.
Oh, and Victoria's Secret was next to the Pet Store, the Food Court, and the bookstore - places most likely to have kids!
Posted by: Lisa S. | September 7, 2006 3:50 PM
I hate malls. Thankfully ours is too small and "unfancy" to have an A&F store. I actually wrote a blog months ago about an interview with Jeffries (CEO of A&F). http://www.chewymom.com/?p=385
Posted by: chewymom | September 8, 2006 2:39 PM
