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.

Gilded Butterfly

“We will all laugh at gilded butterflies…” is a quote from Shakespeare’s tragedy King Lear (Act V, Scene III). “Gilded” refers to something of little worth that has been coated to appear of higher quality, and in Shakespeare’s case, he uses the term “gilded butterflies” to refer to the people of society who change themselves in order to fit the “ideal image” that society has projected for itself. Ironically, Shakespeare’s quote can be found tattooed on the back shoulder of a well-known Hollywood celebrity and sex icon – Meghan Fox. In reference to her tattoo, Megan said her tattoo reminds her “…to not get too caught up in Hollywood because people will end up laughing at you.”

Fox is a prime example of a person who has transformed herself from a woman to a product, using her body and sexual appeal to acquire publicity, similar to the majority of Hollywood actors (both male and female). Her tattoo is ironic and hypocritical, presenting a message completely different from the message that her body language and attitude present. In addition, Megan got plastic surgery on her breasts, nose, cheeks, eyebrows, and lips – gilded butterfly much? (See my picture for before and after photos.)

Why do celebrities, men and women, feel the need to do this? They create an artificial image by changing their bodies, and on top of that, photographers use photoshop and airbrushes to gloss the images and make them as superficial as possible. Nevertheless, we as consumers still give in to these looks! We want to look exactly like the false images in the magazines and in commercials, even though we are fully aware that the models do not look like that naturally. The cycle will continue unless we begin to remove the makeup, the photoshopping, the airbrushing, and the surgeries.