Overt Sexualization in American Apparel’s Advertising Essay

â€Å"In the twentieth century, advertising evolved into a form of persuasive social discourse intended primarily to influence how we perceive the buying and consumption of goods,† (Danesi 179). Does sex sell? American Apparel’s advertisements use sexual images to sell their products, it is a strategy that has caused much controversy because it is the woman being put in the advertisement in a suggestive way to model American Apparel’s clothing. From having American Apparel female employers exposing their bodies to female models seductively placed in overtly sexualized positions to having a pornographic actress. American Apparel has been a controversial company when discussing their advertisements. The company advertises their clothes in a†¦show more content†¦Another strategy American Apparel uses in this advertisement is creating an advertisement â€Å"that [is] highly suggestive of erotic [and] sensual...psychologically powerful themes,† (Danesi 199). A strategy American Apparel uses in this advertisement is the endorsement of a celebrity. Although one might not know who the female is in the advertisement, it is interesting that the copy in the bottom right hand corner says, â€Å"Meet Lauren Phoenix. 150lbs of magic. Actress. Director. Look her up on Google.† Lauren Phoenix is a Canadian former pornographic actress who studied music at the University of Western Ontario. She was hired by American Apparel in 2005 to model their socks and underwear. Hiring a pornographic actress adds to the idea of this erotic and sexualized advertisement. Socks are a piece of clothing that is worn on ones feet. Socks keep ones feet warm in the cold weather and they also help with perspiration since feet are one of the heaviest producers of sweat in the human body. Knee-high socks are associated with formal and work wear, as well as sports or school uniforms. Wearing knee-high socks or tube socks during sports is to help protect ones legs while participating in sport activities. Knee-high socks date back to the 1970s and carry a sexual connotation that is portrayed in this advertisement. Studies and media outlets have shown that females wearing socks during sexual intercourse will heighten their orgasm. Also, knee-high socks, or tube socks, have