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Home > LAS > Centers and Institutes - College of Liberal Arts and Social Sciences > Center for Latino Research > Diálogo > Vol. 18 (2015) > No. 2

 

Article Title

Branding Guilt: American Apparel Inc. and Latina Labor in Los Angeles

Authors

Hannah Noel, Miami University, Oxford, Ohio

Abstract

A study of the marketing strategies of the clothing enterprise, American Apparel, how it targets affluent, educated youth through socially conscious tactics, including a focus on pro-immigrant rights and Los Angeles-made, “sweatshop-free” advertising. The essay analyzes the ideologies and stances behind marketing materials that often contain images of Latinas/os as laborers, and white (European origin) population as consumers, and examines how U.S.-based ethical capitalism operates as a neoliberal form of social regulation to champion personal responsibility and individual freedom, in often hidden and inferentially racist and classist ways.

Recommended Citation

Noel, Hannah (2015) "Branding Guilt: American Apparel Inc. and Latina Labor in Los Angeles," Diálogo: Vol. 18 : No. 2 , Article 5.
Available at: https://via.library.depaul.edu/dialogo/vol18/iss2/5

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ISSN: 1090-4972

 
 
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