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Saturday October 10 Fashion Outlook Gold is in fashion Jeans and teens Baffling advertisements boost sales By Mary Martin The world is really screwed up says teenage Lisa You can t breathe the air you can t drink the water Her male friend pinches her back side and with an Implied reference to AIDS replies There a lot of things you can t do anymore Tbats all you guys think about retorts Lisa Don t you care Why care her friend responds if you cant fix If You shift In front of the TV and scratch your head Just whal Is this commercial all about In another TV ad a mother and fa argue passionately while a group of teenagers Just hang out on the street Yet another shows flash- back film footage of the protest days print ads have Invaded major teen and fashion magazines and of the 1960s are as ambiguous and risque as their television counterparts And in all of them the closing line Is Jordache Basics Because life really trying to say But more Youre kidding said several they remembered that it was dents when Taylor statement was Jordache who was saying It read to Ihem I gel that The Some of those commercials are kids In those spots just look bored really stupid said one student The F I T students examined JORDACHE BASICS because lifeJs not Generation Family and Protest first aired Jordache sales have tri pled over the same period one year The kids always look so bored and Whatever these vignettes may be bland like What are we really here saying about the state of the world or for opined another relationships between parents and All of the FIT students had seen kid their primary intention is to sell commercials TV and all are in Jordache jeans their late teens and early in the In the two months since these three commercials called respectively Jordache target market Ann Prntpflt But the FIT students reactions ere for the most part negative It ems they re portraying the Amen jerry Taylor in house T director of advertising and one of the JJ l0 ads creators was a bit surprised at one student They don show the proven strength of the sales pitch them fart of the magic of the cam constrictive says Taylor is that it really Ta Buy me The common in these commercials complaint from our clients is What sides buying jeans do these commercials have to do with There always been the term dungarees I answer Nothing Its a generation Taylor explains second drama and obviously view Weree posing it commercially ers are remembering the name Jor It the air time it deserves I thinK and remembering It at the with any problem the solution Is cash register both sides of the question A recent focus group of students If the children and adults have an from New Yorks Fashion Institute of open line of communication and re Technology reflected the confusion for each other that generation over what these commercials are gap won exist Jordache print advertisements one of which had a man scribing his girlfriend Maggie Her lips arc making me crazy She has this way of moving them across mv face then down my arm to my fin Most of the students par tlcularty women found that ad and several others disgusting and sexist It Insinuates it OK to sleep with Regardless of whether they hated the commercials loved them just plain confused percent of he focus group remembered at least the brand name Taylor insists that the slogan Jor Basics Because life is not is intended to be ambiguous want people to interpret it in their own way Taylor stresses But the message we want kids to gtt is that all the clutter and confusion the good and the bad around them only controllable by them The reaction to that COMECELEBRAJEOUR Were Having An CLEANERS LAUNDROMAT 1 ST GEORGETOWN ONTARIO I 4168772279 til Dalrex Shamrock Cleaners Main SI Erin Ont City Stylos Close To 211 Guelph St Georgetown Northview Centre