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As we beforehand reported, Sydney Sweeney has teamed up with American Eagle for a really costly advert marketing campaign that’s centered round a single pun.
The tagline “Sydney Sweeney has great jeans” is supposed to be a homophone joke that refers to each the denim she’s sporting and the bodily traits which have helped her attain the A-list.
However the try at humor isn’t sitting nicely with critics who say that the entire marketing campaign is deeply problematic.
Sydney Sweeney attends the 2022 MTV Film & TV Awards at Barker Hangar on June 05, 2022 in Santa Monica, California. (Picture by Wealthy Polk/Getty Photos for MTV)
Sydney Sweeney’s “great genes/jeans” create controversy
It’s typically stated that there’s no such factor as dangerous publicity. However that rule may not apply to a state of affairs during which an advert marketing campaign for back-to-school garments is being in comparison with Nazi propaganda.
In accordance with its harshest critics, the American Eagle-Sweeney collaboration accommodates intentional racist “dog whistles” that should attraction to far-right extremists.
Others consider the model’s mistake is extra harmless, and that AE merely failed to think about the implications of all that “gene” humor.
And naturally, there’s a 3rd group who believes this has all been blown out of proportion and the criticism is merely one other instance of “wokeness” run amok.
Sydney Sweeney attends Selection Energy of Younger Hollywood at NeueHouse Los Angeles on August 10, 2023 in Hollywood, California. (Picture by Kevin Winter/Getty Photos)
The state of affairs has sparked widespread debate on-line, and whereas American Eagle is a trending subject throughout social media at the moment, it’s not as a result of customers are so desperate to snap up their new line of denim.
In accordance with a brand new report from Salon, many social media customers are accusing AE of utilizing terminology that’s linked to troubling notions relating to “whiteness, thinness, and attractiveness.”
“This is what happens when you have no ppl of color in a room,” one X person wrote, in line with the outlet.
Others criticized the model for getting “caught up” with “clever” wordplay and lacking the “blatantly obvious” undertone of such phrasing.
Sydney Sweeney attends the World Premiere of Sony Photos’ “Madame Web” at Regency Village Theatre on February 12, 2024 in Los Angeles, California. (Picture by Frazer Harrison/Getty Photos)
“I’d expect this from Abercrombie… but not yall,” one individual wrote.
“Read the room…” one other added.
“Welp, no longer shopping at AE ever again, and neither will my future children,” a 3rd chimed in.
Some critics are satisfied that the controversy is the purpose, and AE’s advert crew knew precisely what they have been doing.
“If you’re insisting the Sydney Sweeney ad isn’t a dog whistle you’re either disingenuous or stupid,” wrote one widespread X account, including:
Sydney Sweeney attends Sydney Sweeney In Dialog With Josh Horowitz at 92NY on March 20, 2024 in New York Metropolis. (Picture by Jamie McCarthy/Getty Photos)
“It’s a brilliant piece of marketing from an engagement standpoint and it’s too perfect to be an accident.”
Along with photograph and video advertisements, Sweeney’s involvement with the AE model consists of the creation of the Sydney Jean, a design of her personal, which options butterfly embroidery representing home violence consciousness.
American Eagle says it should donate 100% of the web proceeds from the denims to Disaster Textual content Line.
The model has but to publicly touch upon the backlash towards its newest marketing campaign.
