Marketing or misfire? Sydney Sweeny ad fuels 23 percent stock surge

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  Hello and welcome to World Business Report from the BBC World Service.

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  I'm David Harper and on this edition we're addressing that advert.

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  Everyone else is talking about Sydney, Sweeney and American Eagle for many different reasons.

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  So we thought it was time to ask whether it actually worked as a promotion.

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  Also coming up, have we got to sow if we want to grow?

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  We've been asking the chief economist of the OECD

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  if companies are investing enough to promote global economic growth.

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  And Japan gets a big defence order quite a moment for a previously pacifist nation.

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  First, though,

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  shares of an American denim company went up by 23% yesterday after Donald Trump became the latest person to weigh in on a debate surrounding their controversial advertisement.

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  The advert for the American company American Eagle features the actress Sydney Sweeney,

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  who starred in Euphoria and The White Lotus.

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  Some criticised the Sweeney's wordplay in the commercial,

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  which sparked debate over race and beauty standards.

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  Jeans are passed down from parents to offspring.

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  often determining traits like hair colour, personality and even eye colour.

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  My jeans are blue.

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  Sydney Sweeney, Casper Keynes.

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  American Eagle has defended the advert, saying it's purely referring to the company's denim jeans.

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  Reports later surfaced that Sweeney is a registered Republican in Florida.

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