RE: Did American Eagle create this "controversy" to drive sales?
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I think you are nuts! Or, maybe a fruitcake? (See Jimmy Buffet's song/album Fruitcakes) 😝
Now, whether or not you are wrong/right.
It is a possibility that AE jeans decided, "Hey, lets do an advertising campaign that used to work. Pretty girl, in jeans. Because this stuff we have isn't working."
It could have been.
However, advertising is not the nice, simple "company pays, TV shows the commercial"
The big advertisement firms work to make sure that certain advertisements do not air with certain others. Like McD's and any drug commercials.
These mid and high level executives decide on what can/will be seen by the public. So, i doubt AE got an advertisement without their approval.
And, that said, this whole thing was designed to divide and conquer.
well whether it was contrived or organic, it has done a lot of good for the company that I previously had forgotten was a company anymore.