Visual Communicaton

How do you Live your Life?
Do your clothes offer you a life of independence and freedom? Careful scrutiny of advertisements might lead one to think so. Some retailers use incentives and lifestyles to lure a consumer into purchasing their product. I found an advertisement for, American Eagle Outfitters, a brand name of clothing. I chose to analyze it and discovered much more than I would have expected. When an advertisement is analyzed, one discovers that there is much more message present than the few words printed in the margin. Subtle use of color, text, props, and subjects, along with their arrangements create thoughts and images in a consumer’s mind. These are a few things that will create a larger horizon for thought and analysis.
American Eagle is a small store for young people and sometimes for those who want to feel young. They sell shoes, purses, jewelry, cologne, perfume, and clothing for both men and women. This specific American Eagle advertisement shows a college aged girl of about nineteen crossing a road with books cradled in her arms. She is looking over her shoulder which suggests that she may be going to class. She is dressed in American Eagle clothing, and is sporting an American Eagle purse. The bottom of the ad reads, “LIVE YOUR LIFE,” the slogan of American Eagle. The symbol of this store is also incorporated into the ad to creatively display the emblem in public places such as a shopping mall. People will hopefully begin to associate the emblem and the name of the brand with the products.
I found this advertisement at the mall where there are many people who are shopping. Many times this ad will be seen in places where teens choose to spend their free time. Who wouldn’t want their advertisement on display where the audience they are trying to target is having a positive experience? A mall is a busy place and many people walk by a variety of stores every minute. Ads have to be catchy and appealing so that people who are rushing to get their shopping done will notice them. Isn’t it true that when a store’s ads in the window catch a person’s eye that person is more interested in and willing to visit those establishments? This advertisement is displayed not only in the store’s window, but also on shopping bags, throughout the store, on gift cards, on fliers and of course, on the actual products themselves. There are many potential buyers in a mall environment, making it the perfect place for advertisements.
Catching the attention of their audience of young people, creating an experience, or eliciting memory of an experience, and promoting their product are the main focus of this American Eagle advertisement. They do this by featuring only their brand of clothing and accessories on the model. They support their slogan of “Live your Life” by having their model participating in an activity that most everyone in their target audience has done. In this case the activity is going to school. Going to school is a common activity, yet as we continue to analyze this advertisement we become aware that based on her age she may be going to a college class. The details behind the model show the tree’s leaves are turning orange, which indicates the season of fall when classes begin. Being in this situation makes the experience rare because not everyone goes to college. The concept of being a college student also portrays the idea that the girl is on her own. Therefore, the purpose of this ad might be to point out that when you wear these clothes, you experience things that not every person has.
Another common life event is the simple act of crossing a street. This is depicted in the ad showing the model “living her life.” As a child, being allowed to cross the street unattended is a milestone. One must be grown up to do so without holding someone’s hand. Showing the girl crossing the street may be symbolic of her independence. Having the model cross the street may be symbolic of her independence. The fact that she doesn’t seem to be watching where she’s going also gives the impression that she is somewhat daring. Maybe she is looking back at her past and crossing that “road” into adulthood or freedom. A consumer might well be persuaded that wearing this brand of clothing will allow them to reach this grown up status in their own life. The model is carrying a stack of books, one entitled, Creating Excellence. This could be another case where American Eagle is attempting to make an association tying their clothing to feelings of intelligence and excellence.
Logos are another item that have a great deal of impact in advertisements. The symbol of the eagle used by American Eagle clothing, has some sort of message behind it. Eagles are independent and strong birds soaring high in the sky, rising above everything below. Our country uses the eagle as a symbol of a free country. The association of the eagle with the slogan, “Living Your Life” is a great way to tie in the appealing sense of living life with freedom. The fact that the model is outside in the elements is another way that American Eagle gives the targeted consumer a sense of freedom and reality.
American Eagle’s advertisement helps form a relationship between their products and the consumer. It expresses reality and emotional ties that their audience can relate to. Their advertising reaches beyond the fact that clothing is to cover the body and keep it warm. In the ad, clothing and accessories introduce the idea that clothing is a way to express oneself, to live in a certain way. Their tactics work!! Doesn’t the way American Eagle portrays clothing sound much more exciting and enjoyable than just the basic buying of clothes to cover the body? Tying emotions to a product makes the advertisement successful. American Eagle has accomplished their goal of making the consumer see their product in a new light.