Elizabeth Ibarrola

Elizabeth IbarrolaMarketing Freedom to Emerging AdultsCMC 100Professor Ted GournelosTextual Analysis

Thesis -This paper will focus on the image of youth created 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 TexturesReminiscent of 70sRevolution of Youth

LeisurePicnic/tailgatingNegates wealthExaggeratedly relaxed

HipEducatedRacially diverseEclectic

ConclusionThe 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.