Representation of Inclusivity and Exclusivity In Fashion Advertising
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Abstract
This study examines how inclusivity and exclusivity are represented in fashion advertising using the semiotic framework of Charles Sanders Peirce. The research analyzes two denim advertisements released in 2025 “Better in Denim” by Gap featuring KATSEYE and “Good Jeans” by American Eagle starring Sydney Sweeney. Using a qualitative descriptive approach, verbal and visual signs are analyzed through Peirce’s triadic model (object, representament, interpretant). The findings show that the American Eagle advertisement emphasizes Eurocentric beauty ideals and jeans/genes wordplay, while Gap advertisement emphasizes diversity and togetherness. The study concludes that inclusivity and exclusivity can coexist within advertisements.
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This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
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