In an empty parking lot, night streetlights shining in the back ground. She looks simple, like you " re next door neighbor. Wearing jeans low on the waist, with a small tank top, showing her midriff. A young woman, about 20 with her arms crossed, and a look on her face that says she's tough, she can take it. Her looks are appealing to the casual observer; She seems to be waiting for something, or someone, as she slightly leans on the back of the only car in the lot. "Dangerously Low, LEVI'S low-rise jeans," says the ad, there are many things odd about it.
In many ways this add sticks out from the rest, most commonly ads contain perfect looking girls with their makeup done, and hair, in model perfection. But her look is simple and everyday, she would not stick out in a crowd. There are mixed messages in the ad, some are more obvious then others. Its an ad based on common ground, the obvious message, is that any girl can wear Levi's. But why stick her in an empty parking lot, at night with streetlights shining in the distance, mostly likely because that's what young people do when their bored hang around parking lots. This ad is aimed at young girls, not any specific age really but mostly geared towards 14 year olds and up.
But why say dangerously low, in a way its telling us if you want to be dangerous, wear low-rise jeans and you too will look like her. Sexy and vulnerable. A young women alone at night, makes her more dangerous, and "cool." Especially in a parking lot, which can be one of the scariest places for women, alone at night. They chose her look to be simple, she doesn't intimidate you, and she's not based on perfection. Just an ordinary night out on the town, it's the kind of shot that doesn't look professional, but more random.
You could just imagine having seen a girl like that in any parking lot in America. Even her jewelry is common, in fact you barely notice the jeans, until your reminded it's a Levi's ad. Her arms crossed betrays her tough look, basically any girl alone in a parking lot at night is vulnerable. The very fact that young people consider, just being out driving to be fun, its assumed by the advertisers that every girl at least in some point in there lives has been out cruising. In the ad, the girl may look simple but she looks "cool", I would personally buy those jeans, because of how they look. In our society it is normal for teenagers to go out with their friends.
Parents accept this, knowing the dangerous and the types of predators out there. Older men especially preys upon Young women, most attacks on women are committed in solitary areas like a parking lot. No matter how well lighted, there is no way of ensuring safety. That is why we are told to travel in numbers, never alone. So for the girl in the ad to be alone, and for the ad to have the word dangerous included.
Tells us that they know it's dangerous for her, and add to the fact that she is wearing low tight jeans makes it more dangerous. She is dressed provocative. This ad relies on sexual stereotypes, she is wearing low jeans, which makes her more out there, she's tough, and doesn't care where she is. The girl is being objectified, she is almost a hood ornament, and she's the vulnerable one, waiting for danger. In a way she is trying to seduce you, with her low cut clothing but by having her arms crossed, she challenging you. "Or perhaps the intent is more subtle and it is designed to play into the fantasies of domination and even rape that some women use in order to maintain the illusion of being in control" as stated in the essay called "Two Ways Women Can get Hurt." We as women play on men's fantasies, of naive ness and vulnerability.
The younger you are, the more innocent you are, which is the appeal here. Her look is somewhat innocent; she is showing skin without looking like it was intentional. Ads for young women, almost always have a girl alone with revealing clothing, why make ads like that if they " re selling clothing for women. Why do they need to make the women look sexy, because women want to be sexy for the men? Sometimes some clothing ads seem geared towards men, yet they " re selling clothing for women. It's hard to understand, until you look deeper into the ads, women dress for themselves but mostly they dress up for men. They go to all the trouble of looking good, for a man, and if a women in an ad looks good in the clothing.
And it attracts men, a women will presume that is what men like. For women to buy the clothing, it has to look sexy and attractive, on the model, and it has to attract the men. This ad may be simple, but its innocence captures the attention of men and women, it's aimed for both sexes. There may not be big-breasted women with her clothes falling off, but either way it seduces men with innocence and a hint of danger.
It plays on the possibilities of rape, and vulnerability. It shows the hidden fear all women live with day in and day out. Our lack of safety, and the truth behind being caught unawares, is the hidden message behind dangerous.