Hey Girl!

So they say beauty is” thin, tall, young, white and heterosexual…” but…

Hotness

  Comes in all Shapes and Sizes.

        Levi’s ad Hotness comes in all Shapes and Sizes depicts

  the stereotypical beauty ideal. As described in our textbook that is “thin, lean, tall, young, white and heterosexual, with flawless skin and well-groomed hair”. This ad which shows only white women with just small variations in their body structure is supposed to show us the level of hotness. Levis are attempting to show us that they have jeans for everyone that will flatter each individual body type to make them look their most appealing to men. The actual brand name of these jeans is Curve ID, too bad these women have few curves. Anna North from Jezebel states that “At first I thought the three women actually were the same model, just Photoshopped to have slightly different boobs and butts. A closer look at the profiles reveals this probably isn't the case, but it might as well be”. This is a prime example of how advertising excludes the average woman who is the one to purchase the jeans. By showing only the profiles of the three we can see the flat stomachs, small butts and average breasts.

I chose to replace the three women with three beautiful women of different ethnicities, size and nationality. All three of these women are accomplished and well respected in what they do while not fitting the mold for the beauty ideal. They embrace their physical appearance and do not conform to the stereotype. I wish that I was able to depict the three in jeans also; something other than Levis brand, but apparently Adele does not wear jeans.

Works Cited

Kirk, Gwyn, and Margo Okazawa-Rey. "Chapter 5." Women's Lives: Multicultural Perspectives. New York, NY: McGraw-Hill, 2010. 208. Print.

North, Anna. "For Levi’s, ‘Hotness’ Comes In Small, Small, and Small [Updated]." Jezebel. Jezebel, 22 Feb. 2012. Web. 26 Feb. 2012. <http://jezebel.com/5887244/for-levis-hotness-comes-in-small-small-and-small>.