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This paper delves into the concept of freedom associated with the image of youth presented by the Tommy Hilfiger brand. By analyzing an ad from the 2010 fall campaign, the paper argues how the brand appeals to a young audience through a particular idea of freedom. The ad's retro colors and textures reminiscent of 70s revolution, portrayal of leisure activities like picnic and tailgating, and diverse representation suggest an exaggeratedly relaxed yet hip and educated youth. The conclusion drawn is that the brand projects a way for emerging adults to attain happiness linked with personal freedoms and power. However, purchasing Tommy Hilfiger does not grant these freedoms; rather, it binds consumers to the presented youth ideal.
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Elizabeth Ibarrola Marketing Freedom to Emerging Adults CMC 100 Professor Ted Gournelos Textual Analysis
Thesis - This paper will focus on theimageofyouthcreated by the Tommy Hilfiger brand and the idea of freedom associated with that image through a textual analysis of an ad from the 2010 fall campaign. It will argue how Tommy Hilfiger projects a particular idea of freedom to attract a young audience.
Retro Colors and Textures Reminiscent of 70s Revolution of Youth
Leisure Picnic/tailgating Negates wealth Exaggeratedly relaxed
Hip Educated Racially diverse Eclectic
Conclusion The image is asserting a way for emerging adults to achieve happiness that is based on personal freedoms and personal power. However, by purchasing this brand you do not buy into a lifestyle or buy yourself those freedoms. Instead you chain yourself to the idea of youth that the image presents.
