Picking up where Diesel and Calvin Klein left off in the 90s, American Apparel loves creating controversy with their advertising.
Unfortunately this time they may have taken it too far. One of the ads released circa 2007 showed Woody Allen parodied as a rabbi without his permission, and he sued. In May, the case reached a settlement and Allen was awarded $5 million by the retailer.
I guess the shockertising went too far this time.
Implications - Consumers are looking for advertisements that contain an element of popular culture. Products that feature a certain figure in the media appeal to shoppers who want to see their favorite characters associated with certain brands.
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Shockvertising with Bite