My Response to "Some Don't Like Their Blues at All"

I think the article “Some Don’t Like Their Blues at All”, by Karyn M. Lewis, focuses on the stereotypical all-American girl and guy. The Fila jeans ads talked about in the article showed a dark, macho guy in contrast to an innocent white girl. These advertisements show that all men should be tough and controlling, while women can be giggling all the time, as long as she is pretty. In the background of the picture of the ripped guy is a scene of violent struggle between two football players. The background of the girl shows a passionate picture of a girl in a bikini lounging on the beach. This also shows the advertisement’s stereotypical approach on the roles of gender.

Not only does the advertisement play off of the stereotypical looks of men and women, but the slogans take it one step further when they pull in sexual body parts. The slogans “Some like it hard” and “Some like it soft”, represents not only the sexual body parts of the sexes, but also hints at how genders should be in social life. For example, the article says these slogans show that men should act “hard” and powerful while women only need be soft and sensual.

By looking at this advertisement, people may not feel they add up to the look showed in the pictures. Boys may feel like they are weak and undeserving to be considered masculine. Girls may feel they are not pure or pretty enough to be considered desirable. By making us feel inferior, Fila hopes consumers will buy the jeans to meet the social requirements and become one step closer to the “ideal” look. This article alienates the sexes from one another and admonishes all belief that either sex can be compassionate and strong at the same time. I disagree with the advertising methods Fila uses, because I think it poses an extreme ideal of how genders should look and act like.