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In my last paper, I explored how the company Abercrombie and Fitch uses gender tensions to sell their clothes. They have become among the masters in advertising and the business in booming. They cater to young adults and young adults only for one powerful reason: It is at this age in which the sexual tensions between male and female are greatest. Abercrombie and Fitch has found their niche.
At the same time as they prey on male female tensions, they also set the standard for what provides them, that is, they show these girls and guys who are observing each other. The photos deliberately express a kind of criticism in the eyes of these models, which, in turn, forces self-consciousness, which is closely related to insecurity...
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