This qualitative study analyzes 12 advertising campaigns from American Apparel and Calvin Klein, spanning 1990–2024.
The ads were selected based on predefined criteria, such as gender representation, year, stereotypes, and areas for improvement.
This research builds on existing literature about gender representation in the media, focusing on stereotypes, bodily depiction, and the integration of Beijing Platform Section J into modern advertising.
A pre-defined coding system was used to systematically analyze ads across multiple aspects, including:
Representation of Individuals: age group, physical features, representation and diversity;
Depiction of Roles and Activities: character roles, stereotype presence, context of the portrayal, interaction;
Explicit Content: clothing, body language and expressions, text and language;
Implicit Content: symbolism, underlying messages;
Evaluation of Progressiveness: comparison of trends across decades and alignment with gender-sensitive goals.
The sample consisted of American Apparel's and Calvin Klein's visual advertisements showcasing gender representation trends from 1990–2024.
By applying the coding system, the analysis reveals how these posters reinforce or challenge gender stereotypes through explicit and implicit elements like clothing, body language, and roles.
Six researchers, from four different cultural backgrounds, analyzed two campaigns each, ensuring diverse perspectives. A collaborative review followed, synthesizing findings into a comprehensive summary.
1990s : AAW Zuzia, AAM Marta, CKW Astrid, CKM Dani
2000s: AAW Giulia, AAM Gioia, CKW Marta, CKM Zuzia
2010s: AAW Dani, AAM Astrid, CKW Gioia, CKM Giulia
Where AA stands for "American Apparel", CK for "Calvin Klein", W for "Women" and M for "Men".
Comparative Analysis
Advertising reflects and reinforces societal norms, influencing how we perceive gender roles. The analysis focused on 12 campaigns by American Apparel and Calvin Klein and specifically on their role in perpetuating and reinforcing stereotypes. Advertisements, in fact, often incorporate stereotypes, making them an integral part of communication strategies. Despite evolving over the years, these stereotypes persist in shaping gender perceptions.
Objectification in Imagery
Women are frequently depicted in sexualized, passive, or submissive poses, especially in American Apparel’s ads. Calvin Klein follows similar trends but with a less overt approach.
Lack of Diversity
Both brands predominantly feature Caucasian models, marginalizing broader representations of race, ethnicity, gender, and body diversity.
Sexualization and its Impacts
Over-sexualized ads often overshadow the product, focusing on the model rather than the item being advertised. Moreover, the submissive depiction of models undermines their empowerment and reduces the meaningful impact of advertisements.
The 2024 ads by American Apparel and Calvin Klein reflect the complex dynamics of contemporary social norms that shape how gender is perceived in the media. Despite some progress towards more inclusive representation, many elements of traditional gender patterns remain firmly entrenched in both brands’ advertising strategies.
American Apparel
In 2024 the brand showcased a mix of neutral, understated campaigns alongside heavily sexualized content that perpetuates harmful stereotypes, highlighting inconsistency in its approach.
Calvin Klein
The brand maintained its minimalist and sophisticated aesthetic but often reinforced traditional gender norms through the idealization of physical appearance and subtle sexualization. While some campaigns attempted to challenge these norms, such efforts were isolated and lacked broader impact.
Both brands still fall short of the goals outlined in the Beijing Platform for Action, particularly Strategic Objective J2, which emphasizes eliminating gender stereotypes in media. Their 2024 campaigns illustrate the deep entrenchment of traditional norms in advertising, showcasing the advertising industry's slow progress towards inclusivity and gender balance.
Advertising campaigns are shaped by cultural contexts, and what may be seen as a stereotype in one country might not be perceived the same way in another, limiting global applicability.
However, through group discussions, preconceived ideas about cultural traditions, religions, and values were challenged, leading to a more nuanced and aware analysis. Despite varying cultural backgrounds, these discussions ensured that our interpretation of the advertisements was not significantly influenced by national differences.
Both American Apparel and Calvin Klein are American brands with a significant global impact. Given our familiarity with the Western context, we did not encounter cultural barriers, and our interpretations remained neutral, without significant influence from our different nationalities.
One limitation identified in the study was the decision to focus solely on static visual campaigns (posters). This choice restricted the ability to analyze power dynamics or interactions within the campaigns, particularly how gender-related power might vary across different advertising formats.
Future research could explore interviews with audiences to understand their views on brands that sexualize models and analyze behavior patterns related to gender roles and stereotypes. Additionally, a deeper focus on Diversity and Inclusion in modern advertising could offer insights into how these issues are integrated into brand communications.
This study highlights the persistent issue of gender objectification and stereotyping in advertising, revealing both progress and ongoing challenges. While societal shifts continue to influence brand messaging, traditional gender norms still dominate advertising. Moving forward, inclusive representation requires critical engagement with the visual and cultural codes used in advertising and active participation from creators and audiences to foster a more diverse media landscape.