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American Eagle Sydney Sweeney Ad Sparks Debate Over Eugenic Undertones
A recent American Eagle advertising campaign featuring actress Sydney Sweeney has drawn academic scrutiny for its potential underlying messages. Sayantani DasGupta, a New York Times Bestselling Author and scholar of narrative medicine, argues that the ad, which plays on the word "genes" (referring to both denim and genetics), subtly reinforces historical eugenic ideologies and racialized notions of superiority. DasGupta, who plans to incorporate the ad into her college curriculum, highlights how such advertising goes beyond selling products, instead propagating societal ideas about normality, sexuality, and ideal body types. She points to the casting of a "blonde and blue-eyed" actress and the ad's emphasis on genetic traits as a deliberate choice. The professor draws parallels to historical practices such as the "Fitter Families" contests in the early 20th century, which encouraged reproduction among those deemed to possess "positive" traits. She also discusses the darker side of eugenics, including forced sterilization, particularly of women of color, citing examples like the "Mississippi Appendectomy." DasGupta further connects the ad's themes to the historical racialization of soap, where whiteness was associated with cleanliness and purity, contrasting with negative associations for darker skin. "Eugenics is deeply tied to pseudo-scientific ideas of racialized superiority," DasGupta stated. She emphasized that the ad's messaging aligns with and reinforces current political rhetoric that often targets immigrants and people of color, suggesting they have "bad genes" and are "polluting" the body politic. According to DasGupta, the American Eagle campaign is not merely an advertisement but a testament to and a contributor to this ongoing political moment.
LaScimmiaPensa.com
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