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Here’s why I… don’t Bluefly.com.



Questions to Consider:

  • What product is the ad selling?
  • What is the first thing you see in this ad?
  • Where is the text positioned in the ad?
  • Why did the advertiser decide to use a woman’s body?
  • What is the advertiser selling besides clothes?

What We Think:

Take a look at where the text starts. It begins at the same level as the woman’s head and goes down to her bare shoulders, then the end of the text stops directly next to her butt. By making the words match the curves of her body, the advertiser intends for you to look at the woman top to bottom. Bluefly.com sells clothes, but the woman in their ad isn’t wearing any clothes at all, as if they caught her while she was getting ready to go to work. The truth is that they chose this specific woman to be in their ad.
— Holly Crimmins (About-Face intern)


Bluefly, Inc.
42 West 39th Street
New York, NY 10018
Phone: (212) 944-8000 or (877) BLUEFLY (258-3359)
E-mail: Use the form on Bluefly.com to write your productive diatribe.

Elle Magazine
1633 Broadway
New York, NY 10019
Phone: (212) 767-5800
E-mail: Or use the form on Elle‘s web site to write your productive diatribe.

Learn how to write a great complaint letter here.