Not everyone is built the same way. That is why it’s always hard to find the perfect jeans. Especially when it comes to women. For example, some are more curvaceous or taller than others. In this case, the women depict different bottom shapes. Those marketing the item are attempting to defy gender ideology. Levi claims, “It’s about shape not size”. Sure, consumers can definitely acknowledge the difference in curves and how this advertisement goes from portraying a flat bottom woman to a very voluptuous one. Its definitely about shape and not size. We do not see “big” or oversized women. These women still fit the ideology of beauty. For example, these women are Caucasian and fit, yet they still have a figure. If women of color were used in this ad instead, it only supports the stereotype. In addition, I don’t believe that these women of color would be as fit. The stereotypical woman of color has been portrayed through the media as only being curvaceous if weight is connected. To further elaborate, heavy bottomed women of color are not fit. They are fat and “its okay”. On the other hand, it is rare for Caucasian women to even be voluptuous. Therefore, Levi acknowledges that there is a stereotype and women of color will not buy the product if they know that the company is supporting the stereotype and trying to create a commonality between the consumer and the models in this matter. Even though they are curvaceous, they are not fat. Therefore, weight is not entirely connected to being a heavy bottomed woman and it supports the idea that it is “not okay” to be fat.
I believe that this advertisement does an "okay" job acknowledging different body types, however it does not acknowledge the overly fat versus overly thin body types, still maintaining that differences in body types must remain within a certain spectrum of beauty. When I see the title "Not all asses are created equal", I expect to perhaps see a Plus-size model next to a petite model, but all three of these girls do not seem to greatly vary in size. This advertisement supports America's stereotypical teenage girl, supporting the idea that even though it's "okay to be different", one still needs to be "unique" at accepted levels.
ReplyDeleteNonetheless, I do give some props to Levi for at least trying to acknowledge body differences - this is a baby step to better advertising.
This advertisement like many others is extremely contradictory to it's message considering that all three models do not look that different from one another. the funny thing about advertising within American society is that it may only speak of breaking a norm, but it does not actually physically show it in advertisements. Difference in America is looked at as deficit, leaving stereotypes to be generalized further as to what these bodies should look like. The actual representation does not fit the description.
ReplyDeleteI understand where Levi's was trying to go with this ad, as well as how they are trying to target a new market, but I don't believe the ad accomplishes as much as the company had hoped to do (at least for me). Yes, we see that there are three "different" girls within this ad, but are they realllly that different? I feel that Levi's is trying to show that you don't have to be a stick to fit into a nice pair of jeans and that they welcome anyone to purchase their jeans. But in reality, the girl on the far right looks about 10 lbs (if that) heavier than the girl on the far left, not much of a contrast. Overall, i get Levi's approach but they could have done a better job.
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