Case28Stereotyping - tians8e C HAPTER S EVEN A dvertising i...

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:tians8e CHAPTER SEVEN Advertising in an Image-Based Culture 155 he of y detail Jackag- llion of upedor ~, inter- {efiust l1e, is it Lil crea- nunica- elmore Dasani for us. .If cus- ver rea- ~ aware e a dif- perfor- s would L juslifi- ~ to us? t ("It is a cam- Id, per- \text to , great- :luding it suits int that ; usual. for the 28 Stereotyping Attitude We never singfe out anyone group to poke fun at. We poke fun at everybody, from women, to flight attendants, to baggage handfers, to football coaches, to Irish Americans, to snow skiers. There's reaffy no group we haven't teased."'" Abercrombie & Fitch was founded in 1892 as a small New York City outdoors store, and over the years counted among its patrons Amelia Earhart, Teddy Roosevelt, Katharine Hepburn, and Cole Porter. The Limited, which purchased the store in \988, set about changing the store's image into the casual, lifestyle brand the store retains today. During that process, Abercrombie & Fitch earned something of a reputation for its risque pro-
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This note was uploaded on 09/12/2011 for the course ADVERTISIN 101 taught by Professor Staff during the Spring '10 term at Temple.

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