Offensive advertising in the fashion industry: Sexual objectification and ethical judgments of consumers

Facebook pages of two selected companies were examined: Dolce & Gabbana (D&G) and American Apparel (AA). The current study compares two brands with different target markets, products, and price points, both of which are known for their provocative and controversial advertising campaigns. This study aims to understand consumers' perceptions of the controversial marketing practices based on the two theories of sexual objectification and ethical judgments, using qualitative content analysis. Our findings confirm that sexual appeal is no longer a compelling factor in advertising for consumers. Consumers noted problems with branding strategies that have been used by AA, claiming such advertising harms their brand image. Considering the brand's financial struggles and media criticism aimed at it, it would seem wise for AA to cease its inappropriate marketing campaigns and focus on ethical marketing claims. It is time for the company to consider its role in social responsibility from both the ideological and utilitarian visions of ethics to balance social responsibility and profitability.