Blackface Model

I discovered an American Apparel ad online featuring what appears to feature an African-American individual. I feel that this ad seems to be playing off the stereotypes of African Americans, for she is depicted wearing a sort of ethnic headwrap, wearing darker makeup and neon pink lipstick. I almost feel that they are making her appear to be blackface, which they may actually be doing. “Blackface” describes a vehicle of entertainment for white people, where black makeup would be used on every area of a performer’s face, sans the area around his or her mouth and would act unintelligent. Some African American actors would also apply darker makeup and pink lipstick on wider than their actual lips and market themselves as the “real thing.”

The writing in this ad almost serves the purpose that a “freak show” pamphlet would. This ad says, “Sweeter than candy. Better than cake,” across the model’s chest, which seems almost erotic in it’s placement. Furthermore, the ad seems to be selling her in a sense, as a piece of sexual pleasure, rather than the clothing. Also, how American Apparel conspicuously place, “American Apparel is under 10 years of age…” close to the model. When I first glimpsed at the ad I thought they were saying that this model was 10 years of age and then I began reading further and realized that wasn’t the case. I feel that this ad is trying to use sexuality as a way to sell, whether it be to women who want to be “sexy” or to get men to look at their ads. “From Seoul to Shoreditch, New York to the Netherlands…” on the right side of the ad, seems to almost make the suggestion that the model has traveled around from all these places, however, if you continue reading it is about how the clothing is continuing to be worn in these places. Also, the ad states how children and animals are also able to obtain the look, as if to position the model closer to animals and children.

I feel that this ad helps demonstrate how today our stereotypes are still being utilized within today’s society. Although she may not be on exhibition as Sarah Bartmann was, she certainly is on display for the general public to observe. Furthermore, the hypersexualization of the model only further illustrates that use of women’s bodies as a means of profit and as marker of deviancy.

Angela B.