Cross-posted at Jezebel.
Sometimes marketing is so absurd that I am tied into knots trying to understand how an advertisement could possibly have been made and set loose into the world. Like this ad for Zappos, sent in by Cheryl S., that claims it sells jeans in “fits for every body type”:
Are they actually mocking us? Do they really think we are so stupid as to not find the text and visuals in this ad laughably mis-matched? Are they trying to offend all people outside of this “range” of body types so that they don’t wear their clothes? I just… I don’t know.
UPDATE! Business Insider featured the ad above and included another example:Lisa Wade, PhD is an Associate Professor at Tulane University. She is the author of American Hookup, a book about college sexual culture; a textbook about gender; and a forthcoming introductory text: Terrible Magnificent Sociology. You can follow her on Twitter and Instagram.
Racharielscott — September 20, 2011
ridiculous. it's so absurd I can't help but laugh.
Brian Richardson — September 20, 2011
All those girls are the same shape and height roughly....kind of misses the point of their marketing. Should be easy to get 4 girls of completely different proportions, and still make them look good in jeans. Unless they really don't have jeans for all body types....go figure.
Anonymous — September 20, 2011
Well.. um... the one on the far left looks like she has a bit of a tummy? Maybe they're going by ass shape? Though one might then ask why we don't get to see them... hell, there's not even a difference in the jean models.
C W — September 20, 2011
Inappropriate marketing, but TBH Zappos is probably working with the manufacturer's materials, not creating their own.
Ms Marx — September 20, 2011
Maybe the denim business has fallen on hard times... they can only afford to pay one model and are making her move her hips in different ways so we think we are seeing different body types.
Brians — September 20, 2011
Given that it appears to be the same model photographed four times, I think it's a joke.
Alisha — September 20, 2011
Those jeans dont even look like they fit comfortably. They look really tight in the hips and loose in the legs. :-
Carolyn Fitzpatrick — September 20, 2011
This was too bizarre so I went to the website. There are five body types featured: straight, curvy, petite, plus, and tall. The ad above shows models from four of the five body types. Guess which one was left out?
ForeID — September 20, 2011
I think they're saying "here are four pairs of jeans matched with four pairs of shoes on a professional model"
[CLICK THIS BUTTON TO FIND FITS FOR EVERY BODY TYPE, NOT JUST THOSE ABOVE]
Andrew S — September 20, 2011
You're wrong. See, it's a GAME.
"FIND Fits for Every Body Type"
That wouldn't be a very fun game if they just SHOWED You where they were, now would it?!?!
guest — September 20, 2011
You can get in touch with zappos and let them know you think this is a problem at this link: https://secure-www.zappos.com/contact
I did. I don't know if it will do anything, but it feels satisfying so far.
Casey — September 20, 2011
While I appreciate the candor, you're probably taking this much more emotionally than it is conveyed.
Vila — September 20, 2011
Have you seen their other ads? They want to show that they have more than just shoes on their site...of course, the best way to do that is have a naked woman doing an everyday activity with the words "More Than Just Shoes" covering her private parts. Here's one. http://www.newsinus.us/wp-content/uploads/2011/07/Zappos-Ads-Use-QR-Codes-Campaign-Totally-N-aked-Women.jpg The other one I've seen is a nude African-American woman hailing a cab while a guy in the back stares at her. I play this game with my nephew where we take a magazine (usually a health and fitness one because that's what I have) and he points to different object on the page that he recognizes and I help him spell them. I thought it was somewhat amusing that he couldn't even point to more than four objects (shirt, tree, car, and hat) when most of the time we can get at least 10.
Shreen — September 20, 2011
And check out the models for the plus size jeans: http://www.zappos.com/levis-plus-size-542-arcuate-trouser-flare-premium-indigo and http://www.zappos.com/levis-plus-size-boyfriend-jean-tradition
I'm not entirely sure the women are "plus-sized." :/
Jmacdow — September 21, 2011
"Finds fits for every body type...but it doesnt mean we have to show them".... a more accurate catch phrase!
Torirodriguez — September 21, 2011
Hmmmm... i've been pondering this issue after the Levi's campaign in which all the models look the same even though they have demi-curve, maxi-curve, bold curve and whatever... also i've noticed thin women being described as "curvy" a lot more. Calling something a certain name doesn't make it so. And it makes truly curvy and larger women more invisible that they were in the first place by appropriating the body-acceptance language and now applying it to thin models. Basically, advertisers are agreeing to accept the language without actually changing anything. Akin to when they threw around the term "girl power" without actually displaying or supporting any.
What we missed — September 21, 2011
[...] Dear Zappos, different body types means different body types. Clearly you didn’t get the memo. [...]
NA — September 21, 2011
Have any of you taken a moment to maybe consider that the picture is supposed to be an advertisement for the jeans and is not connected with the fact that zappos carries different fits? I think this is just an over-reaction from looking at something in the inaccurate perspective.
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Texan_gooch — October 4, 2011
Body type refers to the bone structure in this context. Not the shape/amount of body fat. Some people have wide set hips or narrow legs that sort of thing. It's about complementing the shape, not the size.
It's a shame "big boned" isn't a recognised shape, EH TUBBY?!
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