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American Apparel has caused some trouble for itself in the UK. The company allowed digital advertisements to be displayed of models who were dressed in sheer clothing. One of the models who are apparently under the age of 16 was even being sexualized in the advertisement. American Apparel is known for breaking the rules, and they are often in trouble when it comes to advertising. The US retailer is known for using sexualized images of younger women as advertisements to promote different types of clothing, according to Business Insider.
Two separate campaigns caused the Advertising Standards Authority, known as the ASA, to complain about the advertisements. In the complaints, it was made clear that the shirts were so sheer; the breasts of these different girls were clearly visible. People found these advertisements to be extremely offensive, especially considering the fact that they were placed on a website that young teens and children could be visiting. There was also a complaint that came from a mother who went on the website to online shop with her 12-year old.
According to the woman, the images of women on the website were sexual and inappropriate, which is something she believes children should not see. In the meantime, American Apparel continues to defend itself, stating that the shirts are just a representation of what they have to offer. They believe that they are not in the wrong for advertising products that they sell, because they feel they are just being honest about the products that are available.
When the ASA made its ruling, they said that one of the models wearing the sheer clothing looked as if she were younger than 16 years of age. They believe that allowing someone of this age to have their breasts visible through clothing is sexualizing a minor. The ASA also said that all of the images have been offensive and overly provocative for no good reason, especially since the website is frequented by teenagers and younger children.
In its own defense, American Apparel argued that they should be able to market for their lingerie as long as they advertise in a tasteful manner. American Apparel also said that children are often able to get onto websites that are not necessarily designed for them, accessing inappropriate things all of the time. However, the ASA says that advertisements are overly sexual and very suggestive, noting that the advertisements were inappropriate for children to see. As final decision, a total of 23 of the different advertisements have been banned from being able to be placed onto the website at all.
American Apparel Receives Warning
The age of advertising has changed greatly over the past 10 years with the advent of Facebook, Twitter, LinkedIn and many other social networking sites. Companies can now advertise on millions of websites and social sites that reach hundreds of millions of people with just the click of a mouse. Companies still advertise using television, radio, newspapers and magazines, but digital advertising is where the industry is headed. So, what type of skills are needed for digital advertising? Well, if you are thinking about a career in digital advertising, you will want to be fluent in the industry first. This means that you should have a couple years of experience in advertising before you branch out into the digital aspect. Many advertising companies are looking for candidates who have data […]
October 30, 2014 Read More