The above advertisements for American Apparel women's clothing all employ one main marketing tool: sex. The first two ads are both for shirts, yet what stands out most is the models' lack of pants and sultry gaze at the camera. The third ad is for sweaters and socks, neither of which are known for being very sexy. Yet the model is noticeably missing pants, which results in another extremely sexual ad.
These two American Apparel advertisements for men's clothing are significantly less sexual. The man in the first ad is completely clothed. The second ad, which is selling underwear, is less sexual than any of the women's ads, which were all selling shirts or sweaters. One would expect some nudity in an advertisement for underwear, but the male model is pretty well covered, and is seated in a neutral pose, as opposed to the women who were often scantily clad and lounging in a bed or posed in an otherwise sexual position.
The billboards feature the same pattern. The woman is clothed in very revealing clothing and appears to be lying across a bed. The man is fully covered and this advertisement would in no way be considered sexual. There is an obvious pattern of inequality in the portrayal of men and women in advertisements for American Apparel Clothing.
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