Every clothing store always display trendy clothing, fit for certain genders or ages. The various styles are usually popular for a brief period of time; therefore companies constantly think of new trends. Cohen explains the increasing competitiveness in the retail world today, the need for effective advertising and representation by hiring an attractive “walking billboard”. Although I do agree with his idea, I would definitely disagree when it comes to morality. Not only does hiring good-looking people creates a slight distinction between them and the customers, but also faces gender, age, disability, and racial discrimination.
Our nation has always had certain racial issues; thus racial discrimination would most likely to appear when attempting to work at a company. Harassment such as degrading comments or gives raises to everyone except for a certain group and would most likely to make up such excuses. Even as job applicants who are “too ethnic” were diverted to a stockroom by the manager rather than the sales floor while anyone else who fits the standards are immediately hired, whether or not he or she had any experience. Whether direct or not, if there are signs of harassment such as when an employer calls an Asian worker out in front of the other employees, scolding him or her for a job the employer considers to be left undone, then it’s definitely the time to start a campaign against the company. If companies were to be critical towards all ethnic employees, this situation would end one big company full of one race and only for that race. There are other cases other than clothing stores have been exposed to racial discrimination. Hotel entrepreneur Ian Scharger settled a $1.08 million settlement when Equal Employment Opportunity Commission accused hotel Mondrian Hotel in West Hollywood after firing 9 employees, 8 were “too ethnic”. Whether they had the experience or rather skilled in a certain expertise is what really counts. Having some random attractive person as a clerk with absolutely no skills and would have a higher chance of delay or other troubles is what managers should have in concern. Having a diversity of different ethnic people not only encourages more customers but also the communication barrier would lessen around the employee and customer.
Age Discrimination is also referred to in job interviews or even continuing employees. In most jobs, companies would most likely lay off anyone who is considered too old and raw the highest salaries. Even when both job applicants have the same criteria, the younger applicant has the highest potential to keep the company image youthful and fresh. Although there are some complications when hiring old people, if they are still in good condition and have much more experience, they have the potential to help out any new employee and have a much more welcome greeting to the eyes of any essential old customer. Younger inexperience employees would take the time to adjust their job and are more prone to cause some issues when someone older can demonstrate their work correctly. It is most certain that an employer cannot use an employee’s age to make decisions about hiring, salary, promotion, or termination unless the employee is not fit to work. That would definitely involve the law in order to maintain public safety. If figured so, the most chance of age discrimination would most likely be in restaurants or cafes. There was a case which the Equal Employment Commission reached a $5000 settlement with 36th Street Food and Drink, a restaurant in St. Joseph, Mo. after accusing it of age discrimination against a 47 year old waitress name Michele Cornell. To have such a sudden image change after renovation does not give reason for firing her. If not fit as waitress, she could still work but in a different position. Marketing such age groups would only just encourage a certain “look” for companies to aim for.
Not everyone is suited for the “look”. Abercombie and Fitch’s “classic American” look is simply marketing “a white-bread, Northern European, thin, wealthy, fashion model look” according to Donna Harper. What if you fit in the criteria except for the wealthy? Would that mean you won’t be chosen? Might as well request models and charge extra money for just standing at some display case. This would just create that barrier between the stores and customers. Just because they fit the “look” doesn’t mean you will fit in the trendy look everyone else is aiming for. To force yourself to adjust in yourself by dying your hair blonde, buy expensive accessories and clothing, and even bleaching your own skin doesn’t mean you will actually fit in with that “blond, blue-eyed and preppy” look. Being yourself is what really matters and you can attract more people with your own look rather than the look that will be popular for a brief amount of time. This certain image would just damage the diversity we all naturally have. If we all have blond hair and blue eyes, will we fit in that “classic American” look? In fact, you can’t even define “classic American” as blonde hair and blue eyes. If I name the look, it’ll be “Hitler’s dream look” as his goal was to create a place whether anyone with that look will be superior to everyone else despite his contrast in looks. A true American isn’t even blonde hair and blue eyes; nor is it black hair and brown eyes or brown hair and green eyes. You can’t just define that “classic American” look and state that when it’s what your look matters the most.
Overall, companies with Cohen’s idea are inevitable, but the morality is controversial. The decision in aiming certain age groups by using “walking billboards” isn’t illegal nor is it unsuccessful. However the specific images companies aim for would just isolate the rest of society and no matter how much people fall for the advertisements, they will never achieve that true look. No matter what situation we are in, from jobs to the educational systems, the morality in any view is never proper.
