Blog Assignment 2- Pick an advertisment and its correlation to pop culture

The advertisement I chose is from the Abercrombie and Fitch clothing line. This advertisement is enticing to anyone who looks at it, there is a half naked man on it, who isn't going to stop and stare? This ad is directed mostly at younger people, from later elementary school to high school aged. What young boy doesn't want to look as buff and handsome as that man does in the abercrombie clothing and what girl doesn't want to be with the strapping young man in the photo?

In order to understand and comprehend this advertisement you need to be able to understand the deeper message of the product they are trying to market. This advertisement displays the different aspects of how knowledge structures are necessary to find information and evaluate this advertisement effectively. Social information is "composed of techniques that people learn from observing social interactions" (Media Literacy 14). Concerning the Abercrombie advertisement, young people are attracted to it because of the appeal that the 'sexy body' that everyone should have. The commercial is basically saying, if you wear Abercrombie, you will be as hot as this guy or you can be with this hot guy. Once we have built up our knowledge structures, it brings us a step closer to being a media literate person.

The idea of being a media literate person applies to this advertisement as well as understanding any advertisement. The people who created this advertisement wanted the six pack of abs to grab an onlookers attention; once someone decides they want to be like that guy on the ad or be with that guy, it raises the chance that they will purchase the clothing from that store. Since Abercrombie and Fitch is percieved as cool by a large percentage of tweens, then all the other tweens will want to have A&F clothing as well. This idea applies to being a media literate person because young teens are not maturated fully and don't have the experiences to fully assess this brand and come to the realization that this brand may seem to be make you look hot from the photo, but wearing the clothing may not necessarily make you a 'cool' person.

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Potter, W. James. Media Literacy. 4th ed. Minneapolis: Sage Publications, Inc, 2007. Print.