Call
Me Superficial, Maybe?
(1) A viral music video for “Call
Me Maybe” which featured a myriad of muscular male models was commissioned by
American apparel retail giant Abercrombie & Fitch, also known as A&F.
The brand is known for its employment of “brand representatives”, now called
“models” which mainly consists of muscular Caucasian males.
(3) The video begins with the hit lead single “Call Me
Maybe” by Carly Rae Jepsen playing in the background as the camera pans to an
Abercrombie & Fitch flagship store. As the video progresses, the camera
switches focus to a topless A&F model who is dancing and lip syncing to the
hit tune. He is soon accompanied by a number of fellow topless muscular A&F
models and continues to dance and lip sync to the song.
(2)
I believe that the prevailing target audience of the video are females due to
the utilization of multiple topless male models. (4) The video also possess an
underlying message that convinces its viewers to purchase A&F clothing due
to the patronage and endorsement of these “hot” male models. (6) As stated in
the aforementioned, A&F utilized a sum of male models to endorse their
products embodying the “tools of persuasion”: testimonials, and band wagon. (5)
The lifestyle promoted here would be a workout oriented lifestyle, which is
evident in the music video due to all of the models being physically fit.(7)
With that being said, a negative message that the video harbours, whether
intended or not, is that if you do not fit the standard of desired physical
fitness, you are deemed unattractive. On a positive note, the video promotes
and urges viewers to maintain a healthy physical lifestyle by being fit.
(8)
The video empowers those who maintain good physical condition, while
disempowering those who do not. This serves as a marketing strategy
incorporated by A&F to attract female customers and male customers who are
or wish to be physically fit.
(9)
There have been a number of controversies surrounding the employment
requirements of A&F’s models. Some of these have even taken legal action
against the retail giant accusing them of racial and sexual discrimination against
African Americans, Latinos, Asian Americans, and women by preferentially
offering floor sales positions and store management positions to Caucasian
males. The company has also been accused of not only racial discrimination, but
religious and disability discrimination as well due to aesthetic reasons such
as religious garment and prosthetic limbs breaching their “Look Policy”. Most
of these cases could be found on news articles and electronic articles on the
internet.
(10)
As a growing media literate consumer, viewing the video with a more open and
analytical view allowed me to delve deeper than the surface or mere face value
of the video. The video appeared to simply be a playful parody but with further
insight, I was able to notice both the product placement marketing strategies
and the implied preferred image of masculine looks.
The Hottest @
Abercombie & Fitch Guys,
Call Me Maybe
Carly Rae Jepsen
http://www.youtube.com/watch?v=z5NRWM3FgqA
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