The latest Jordache Jeans ad is a full-page shot of a model, taken from behind as she faces a mirror. She has the jeans on, thankfully, and of course they fit perfectly, but the advertiser apparently didn’t think that was enough. The ad probably cost a cool million, so the ad execs must have wanted to go as far as they could. I can hear them now.
“Well, boys, it looks good, but I can’t help but think something is missing.”
“Joe, you’re right. The logo is prominent enough, but maybe we are not really getting the message across.”
“Hank, I think that sweater pulls the eye away from the target, if you know what I mean.”
“Yeah, maybe something bland like a beige T-shirt would work better?”
“No! I’ve got it. Just take the sweater off. She doesn’t need anything on top, and you can only see a small part of the mirror image.”
That must have been the way it went down, because in the photo, the model is topless as she checks herself out in the mirror. What is the message? Well, it is targeted to women who must have some notion of what goes on in the minds of men. If they can fit into those jeans the way the model does, men are going to notice that logo and every inch surrounding it. We don’t even need to conjecture what these men may be thinking, especially if they have seen the ad.
The thing I do not understand is that women are continually saying they do not want to be looked at in that manner. They do not want to be viewed as sexual objects, particularly these days when there is such an abundance of perversity and sex crime. But there she is, poking her fanny out in the most provocative way possible, with no top on. It does not make sense.
Then again, maybe it does. Plenty of women are going to buy those jeans, regardless of how they may look in them. In fact, many women will buy those jeans in sizes that will not be as flattering as they are ridiculous. Why?
Are they hoping that the good-looking guy on the opposite page, standing next to his Ford F150 truck will somehow turn up in their lives? Or that some wealthy Donald Trump type will notice them and immediately propose marriage? Can there be any other reason? Women certainly do not behave like they want what these ads are suggesting. So what’s the deal?
I have seen a similar ad of a topless guy wearing the same jeans. What the heck is that supposed to convey? Is the ad targeted to men, women, both or any combination that might exist in this nutty world? I guess we have become far more liberal than I thought, which just goes to show you how far behind the times I really am.
Still, the promotion of sex to sell things has definitely gotten out of hand. Sometimes, the ad with the hunk leaning against his huge truck runs opposite ads for various male performance enhancement drugs. I suppose the message is that if you are not really as big, strong and long-lasting as your truck, maybe Viagra will help. “Built to last” running opposite a Viagra ad? How much more obvious can we get?
I am positive these companies are working together. Maybe at some point Ford will simply acquire Viagra, or the other way around. It doesn’t matter. Can you picture the ad?
“This powerful truck will get you where you want to go, and this pill will help you to stay there.” Now that is advertising at its most creative. Men get a very persuasive message, as do women who see that truck and just know the guy is built to last. That is what it is all about lately, anyway. Corporate America is selling a lot more than trucks and jeans. They are selling the fear of inadequacy, the dread of being passed over for a better-looking backside or a bigger hunk of rock hard … metal.
Despite the war and the economy, sex is still selling like beefcakes – oh, no, I mean hotcakes. Was it always this way? I think not. When Hertz used to put that guy “in the driver’s seat,” there was no sexual innuendo attached to the ad. I remember when they actually used to run ads selling the family car, when women wore dresses in ads and true love was not just a label on the back of a pair of jeans. Father used to know best, or at least some of us thought he did. Now he is not around enough to know much of anything. He is out there somewhere, with his massive truck, popping Viagra and ogling women in designer jeans that might as well say “C’mon, honey, there’s more than what you can see.”
If over-population is a legitimate issue for the future, we are sure doing our best to bring it on in a hurry.