09 Oct '11, 1am

Furore over A&F ad may just be helping it reinforce its image among target audience as a 'rebel': Advertising experts

Furore over A&F ad may just be helping it reinforce its image among target audience as a 'rebel': Advertising experts

This controversial ad will be taken down sometime this week for the next phase of construction, said AFH Singapore - the local company managing the A&F store. -- ST PHOTO: DESMOND WEE By Amanda Tan American fashion chain Abercrombie & Fitch (A&F) may be having the last laugh, some branding and advertising experts say. Its poster advertisement fronting Orchard Road - featuring a too-revealing male model's torso - had got under the skin of some Singaporeans. The dust stirred up over the casual-wear brand's advertisement may just reinforce its image among the trendy set as a 'rebel'. Background story Different strokes 'Those who didn't like (the ad) may not be the brand's target audience. Those who are might think it's hip and cool.' Singapore Polytechnic business school lecturer Sarah Lim Last month, A&F was told by the Advertising Standards Authority of Singapore (ASAS) to ...

Full article: http://www.straitstimes.com/BreakingNews/Singapore/Story/...

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