One of Mexico’s most popular journalists Danielle Dithurbide interviewed Dr. Carl W. Jones August 7th on her radio programme on Radio Fórmula about the controversial American Eagle campaign featuring actress Sydney Sweeney. The campaign has been criticised for promoting white superiority through the creative tagline that says “Sydney Sweeney has great jeans (the word Jeans is crossed out and replaced with the word ‘genes’). Critics argue that it implies eugenics and white superiority.
Jones discussed how millions of dollars in earned media was gained by the campaigns brand American Eagle due to the online discussion including support from President Trump .
Carl also mentioned how the campaign is viewed differently in Mexico vs. the USA due to the two countries unique histories regarding race politics.
Concluding Jones recommended that companies should take into consideration that advertising broadcasts two messages, one the brand wants the consumer to see (Jeans/Genes) and the secondary messaging (white superiority) that is reflected in the ads. Marketing departments and advertising agencies need to put POC People Of Colour in decision making roles to capture these type of contreverses before they occur.
However the strategy of creating controversy could have been planned all along by their PR agency as American Eagles stock prices have gone up along with an increase in sales.
After all the advertising campaign was designed to sell jeans of which it is accomplishing.
Listen https://rss.com/podcasts/gf0010/2156180/
Jones discussed how millions of dollars in earned media was gained by the campaigns brand American Eagle due to the online discussion including support from President Trump .
Carl also mentioned how the campaign is viewed differently in Mexico vs. the USA due to the two countries unique histories regarding race politics.
Concluding Jones recommended that companies should take into consideration that advertising broadcasts two messages, one the brand wants the consumer to see (Jeans/Genes) and the secondary messaging (white superiority) that is reflected in the ads. Marketing departments and advertising agencies need to put POC People Of Colour in decision making roles to capture these type of contreverses before they occur.
However the strategy of creating controversy could have been planned all along by their PR agency as American Eagles stock prices have gone up along with an increase in sales.
After all the advertising campaign was designed to sell jeans of which it is accomplishing.
Listen https://rss.com/podcasts/gf0010/2156180/
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