This Victoria Secret as portrays the message of “thin is in” while also perpetuating the societal construction of womyn as submissive but overtly sexualized. In the essay “The More You Subtract, the More You Add,” Kilbourne deconstructs the effect of mass media on grrls and womyn to demonstrate how womyn adopt these patriarchal ideals of femininity. “They must be overtly sexy and attractive but essentially passive and virginal” (Kilbourne, 232). Also, this ad is focused towards womyn who need to appear thin to exert attention from others. But the effect this has on young womyn is to try dieting to match such impossible thinness. At least a third of grrls that are between the ages of twelve and thirteen are starting diets to lose weight because of what mass media depicts as a “womyn” (Kilbourne, 233).
Victoria Secret is a hot commodity when it comes to what womyn should appear like. This ad presents a message that is ridiculously absurd by showing womyn that thinness is always good. One hardly sees “plus” size models wearing Victoria Secret’s lingerie, bathing suits, underwear, etc. Also, the ad is mostly aimed at white wealthy womyn who have the access to spend the money on such revealing clothing. For example, this bathing suit is forty-three dollars and hardly uses any material. At this point the question lies in, “what exactly am I paying for?” Thus, the mannerisms of the model intertwine with the nature/cost of the bathing suit in how she seems submissive by bowing her head, turning away from the camera, but is slowly taking the bathing suit off. This ad perpetuates sexuality norms for womyn by the model playing coy while always seeming to be sexually ready. It solidifies the message that womyn may say no to men but there is a possibility that she is just being coy, shy which leads to womyn being sexually assaulted and/or raped.
The product that is being sold is easily identifiable (for once) because of the beach scene behind the model. I believe though if the beach was not somewhere in this picture I would have no idea what was being sold because it could be the jewelry on her wrist or her hair color or skin bronzer. The general mood of the ad demonstrates “fun in the sun.” Any ad that has a serene landscape of a beach in the background always makes the audience (well, at least me) happy and clam, almost as if one is at peace by the beach. My interpretation of the ad is that this bathing suit is particularly made for wealthy white womyn who has the time to be poolside or at the beach. If a womyn of color were the model, I believe my interpretation may be even more skewed. For instance, the way womyn of color are depicted in mass media makes them, womyn of color, appear socialized by Western, or Greek, aesthetics especially pertaining to hair. I would be even more skeptical at who the commercial’s audience was if they added a womyn of color. I believe this ad aesthetically appeals to the audience by the beautiful ocean backdrop provided. It may also be the case that this ad is appealing because of the eloquence the model has in correspondence to the backdrop. This ad most definitely appeals to the rich/middle class of white womyn who are within the age range of 18-24. This is demonstrated by the “youngness” the model exemplifies. Also, I deem the ad’s audience is white middle/wealthy class womyn because the landscape backdrop offers to the audience that the model is on a boat near a sandbar. Not most individuals of color have the luxury of being on a boat, or being on a boat out by a gorgeous sandbar. The ad would definitely not be just as effective if it was just black and white text on the screen. Society, Americans, is obsessed with taking the easy road out. My observations show that people rather look at pictures as opposed to reading text. Thus, there message (in black and white) would not sell the product if Victoria Secret did not have a model to show their product. The fashion industry relies heavily on pictorial messages rather than textual ones for making money.
Nicole,
ReplyDeleteYou make some very strong points. You are correct by describing her pose as submissive and shy, while ready to be penetrated and even raped, because she might mean "yes" when she says "no" syndrome.
I do have a question for you. Don't you think the same standards of thin beauty apply to other ethnicities in this country? Would we ever see this model with black skin and an afro? And if we did, how would the message change?
Good work here.
http://www.youtube.com/watch?v=YxdL5Wgnsjw
ReplyDeleteI feel that in this shampoo ad and the many other shampoo ads that I searched through all had the same message, they are once again putting all emphasis on women's looks in order to sell their product. Making them feel that the way their hair looks, is something that is crucial to them fitting into society's category of "what looks good". "Make your hair feel shiny and look good and feel good about yourself, because...you deserve it." what makes you not deserve to feel good and why is straight shiny blonde hair considered to be beautiful? why can't curly dark frizzy hair be consdered beautiful?
The ad is telling women what is beautiful and what is not. "Do you want dry, frizzy hair? or do you want silky shiny hair?"
These are all the fundamental issues that have continuously been metioned in our readings that society has caused for women.
I do believe the same Greek aesthetic standards apply to women of color. This is portrayed in the casting of women of color. There is never an extremely dark hue of women of color depicted in advertising or rarely do we see a larger women (besides Queen Latifah) in advertisements. Also, I doubt one would ever see a women with an afro in a commercial given the Greek beauty standard. Most women of color are already conditioned to "straighten" their hair because women of color hair is perceived as "nappy." If we ever did see such changes in advertising to be more inclusive of women of color with afros or women of color in general, then I believe the whole beauty standard for women of color would change. No longer would women of color feel obligated to try and look as "white" as possible, instead they would embrace their natural beauty.
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