Medicine for the Masses:
Abercrombie & Fitch entices young adults through visual aids and name-brand clothing. A&F presents their website, http://www.abercrombie.com, with a casual undertone, while stressing the importance of sex symbols within their marketing strategy. The claims are implied through the photographs on their site. This clothing manufacturer features more than clothing in order to sell their product. They focus on what is “in” and what is “out” in the world today.
The strategy used by Abercrombie & Fitch is an argument from ignorance. They show good-looking models in A&F clothing enjoying themselves and meeting attractive people of the opposite sex. This situation implies by wearing A&F clothing, the consumer will also be viewed as a sex symbol. There is zero evidence provided to assure buyers of their success upon purchasing A&F brand clothing.
The conclusion is simply good-looking people are more satisfied and have more friends. This idea persuades younger consumers to purchase Abercrombie outerwear in order to “fit in” at school and around their peers. They believe they will be viewed as a leader, encompassing the idea of self-actualization and ego reinforcement promised by many arguments in advertising. Such a feat is achieved through simple photographs, lacking any written commentary to defend their position. A&F understands the power of visually pleasing displays in attracting their audience.