What the Hail?

                I found this interesting advertisement by American eagle. It depicts a huddled group of young adults, probably in their early 20’s, all wearing American eagle denim products. In front of them is a super imposed slogan that says “We the People” and below that it says “Live in AE Jeans”.

                I see what they are trying to do with this ad, they are trying to promote their products by suggesting a sort of “revolutionary” or “rebellious” feel to their products. By wearing AE products, the company wants you feel like you are part of something bigger, like a movement or an action group. This is apparent in the young people depicted: some are shouting, others throw their arms up, and a strong sense of community is conveyed. It echoes the counter culture and social revolution of the 1960’s. I believe this goes hand in hand with the particular fashion trend depicted, which is clearly inspired by 1960’s style.

                I personally believe that it is ridiculous in this situation, that wearing a particular brand of jeans is somehow associated with, what is really, an intentionally ambiguous cause. I feel like this is ad is more concerned with creating the illusion that there is cause as opposed to actually supporting one.

                Although I do believe that the ad itself doesn't make any sense, I understand the Company’s approach. They are clearly addressing young a younger audience, probably around the ages of (18-25). They are also tending to the widely held belief, that youths, are rebellious and are active in their cause. I think this is especially evident in the use of the slogan “we are the people”. The use of the word “we” is functions as a “rich interpellative [mechanism]” (Media and Society pg. 188). It separates the viewer from the people depicted, in that only the people who wear American Eagle qualify as “the people”. Even though is separates the viewer, the slogan also indirectly invites them or “hails” them to be a part of the group, “the people”. Clearly this is an example of “positioning the addressee in relation to the addresser”(pg.185) to serve as a means on interpellation.

                Like I said, the marketing strategy is clearly pandering to the idea that the youth of society is inherently rebellious. And in the context of the ad, American Eagle products can serve as an outlet for this rebellion. I personally don’t give in to their angle, but I see how it works.