I checked out the American Apparel ads on youtube and I have to say that I didn't find them to be all that gritty. My first thought was that they were in reference to music videos. This was evident by the treatments with the in/out focus of the lense as well as a preocupation with form of the body. The models were also constantly looking at the viewer. There was quite a bit of high contrast and clarity, I was expecting some cheap digital camera or cell phone footage. I actually didn't have sound when I was watching them but I could imagine hearing Brittney Spears singing in the background. I dont' know, mabye my comment says more about the commercialization of music rather than anything about the Apparel ads...
Adrian V.
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