The AMERICAN APPAREL Ads are ubiquitous. Everywhere I go I notice these things. What are they tapping into? Its like Calvin Klein meets Richard Avedon on Mushrooms.
I think it is some kind of vague, anti-sexual message. They use a stark white background (white is supposed to represent Insanity) and then they shoot these attractive, young but ordinary looking models. The models seem to be caught doing...nothing. (The Ad above may be the exception)
Although I am not Mr Meterosexual, the clothes are boring and regurgitated from some gap like Reagan era party. These clothes make Old Navy garments look real edgy.
The CEO is taking alot of heat for being a Misogynistic cad. He apparently has made some of his female employees simulate masturbation while at work and has had some tantrum and tiara type moments for the ages.
He is not making the Buy your Boss some flowers list. Or at least that is what I read on the Feminist site FEMINISTE.
The only thing he can boast about and feel slightly vindicated, is his incredible advertising mystique and his factories being child labour free and based in the US. (Check on that) I believe in LA.
He is not getting the boring, ordinary life award either.
I have recently been putting a fair number of Ads into Toronto newspapers like the NOW magazine and am getting some response, but not an overwhelming response.
I just feel that we are so stretched mentally and bombarded with so many messages everyday from morning until night, that it is hard for anybody to be motivated to actually take action as opposed to just DROOLING with a little SMILE.
I put together an AD that has been called a little too extreme by a couple of people.
A woman is being led off down a hallway by a couple of men in white suits. Looks like an asylum. The caption read....The Summer Is Almost Over....Your Partying is Beyond a Problem...Get a fresh start.....Call .............
I just feel like another feel good message would just die a short life and waste some trees in the process. Most people are already bored, they have lost their desire.
There is one particular feel good Ad for the TD bank that talks about FLEXIBLE hours and shows a woman doing yoga and obviously being "flexible", I don't even like to sit near this piece of manure that is so dumbed down for the middle classes that it .....I digress.
However, some good advertising still can have some impact. I love the show MAD MEN but I am glad I don't have to live it. Or am I?
The other day I was walking along Queen street west near the Swan Restaurant. As I walked through the park I noticed a french cafe that I have never seen before.
As I entered the premises I immediately felt happy. It had high ceilings and beautiful hardwood floors. It was all minimalistic and stark WHITE. The Pastries were laid out texturally and horizontally like an exhibit. Alejandro was playing in the kitchen area.
An attractive French girl came smiling over to me and seemed to be in tune with my mood and my day. We connected naturally. I had one of the best Croissants and Americana coffees I have ever tasted.
I felt good and satiated. I was having a moment.
I now realize that I may have just been living out the American Apparel Advertising projection in my real life. This way though... it was tangible and edible and respectful. There were no billboards or misogynists around, or at least I didn't recognize them. Haha.
The advertising had worked on me. I loved the Cafe. I planned to go back and take a date. Although the experience would probably be lacking in subtlety and discovery the second time.
I would never buy those clothes. But I was slightly leaning towards and newly aligned with the pleasures of Stark insanity.
In this world I felt much more spiritual than I would lead myself to believe.
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