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aerie underwear campaign embraces real women February 16, 2014

Posted by rmshepard in Uncategorized.
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Perhaps taking a page out of Dove’s book, American Eagle’s sister store for lingerie, aerie, launched a new ad campaign in 2014 embracing real women. The new ads feature unretouched models in the companies apparel, marking a stark contrast to ads coming from competitors like Victoria’s Secret.

So far, the attention given to the campaign has been overwhelmingly positive. Indeed, the women in the ads are still amazingly attractive and hardly representative of the “average” woman. Yet, as one critic for adweek.com stated, “In a world where Photoshop morphs already super hot models into super hot models with thigh gap and flawless skin and inhuman proportions (Google Victoria’s Secret Photoshop Fails for glorious examples), this is a step in the right direction.”

For more on this new campaign, see the following videos:

Discussion Questions:

1.  How might campaigns like aerie’s change the culture of objectification of women? Is this even possible?

2.  Are such strategies becoming commonplace mainly to combat objectification, or to market products with a greater sense of goodwill?

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