Not So Large and In Charge

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.

Kim Kardashian Lives it Up with Midori and So Can You!

Midori tries to grab consumers’ attention by using the bodacious Kim Kardashian to market their product. Her curves and breasts are highlighted thanks to the skintight green dress. Therefore, she greatly contrasts the other women because they are dressed in simple white attire. Kim Kardashian is in fact different from the other individuals in the Midori advertisement. Not only does she appear to be a different race and ethnicity than the other woman, but she also has something that they clearly do not. She is a well renown individual. This is of great importance when it comes to marketing this item with the ideology of being different. If an average individual or unknown model had been used instead of Kim Kardashian, then the message would not be as “powerful”. She is celebrity who has hit ultimate stardom with the success of the store DASH, the show Keeping Up With the Kardashians, and various spin offs. Thus, she has truly created a name for herself. A it “could be you” idea is created. After all, what woman does not want to look like Kim Kardashian? In addition, it was also a smart move for the brand to include people of different races and ethnicities because it works to include people of different walks of life rather than exclude. In other words, this creates more than one target audience that means that the company has a higher chance of selling the product. It is also interesting to note that Kim is the only one who is "having fun" and "living it up". This depicts Midori as the key to an exciting nightlife as well because those who are holding a martini are not in on the fun. Lastly, the final touch is that the "S" for stand out is not your typical S. It is backwards so it reinforces the idea of being noticeable.