Rachelle A. Dott
Professors Smith and Wells-Edwards
English 101D OL
26 May 2009
Very Sexy
Very sexy is a term that at one point would make people feel uncomfortable hearing or seeing it on television ads or on poster ads in our local mall. Today however, those words mean very little. Advertisement is constantly pushing sex in societies face whether it is through actors, socialites, or pop stars. For example, Britney Spears displays sex while singing, performing and on album covers. The media keeps forcing her into our lives trying to convince us that she is a perfect example of what is sexy. In Adam Sternbergh’s essay Britney Spears: The Pop Tart In Winter, “She is tragically over exposed” (372). Just like Britney, we are constantly over exposed to Victoria’s Secret ads. We have all seen the Victoria’s Secret ads on television where a young, tall, and extremely underweight model is wearing the newest lingerie moving around in a seductive manner. Traditional lingerie ads were less revealing, not geared towards sex, and had healthy looking women as their models. Unfortunately, Victoria’s Secret ads have ceased that tradition by changing way women are traditionally portrayed in advertisement(s).
In the 1950’s, traditional lingerie ads showed women as being sexy but in moderation. They showed women in their bra and underwear, which were not very revealing and the mood of the ads were happy go lucky. They usually showed the women with no background or smiling next to a car or by a pool. The models were at a normal healthy weight with a curvy figure. The ads were more about the product rather then the women modeling the product. They went in to great detail about what the model was wearing and why it was a great product. Sadly, this tradition is rapidly fading away as Victoria’s Secret ads are becoming such a huge part of pop culture.
In today’s ads, Victoria’s Secret displays models in skimpy lingerie that are so skinny it leaves the viewer wondering when she had her last meal. Even in Victoria’s Secret stores, the manikin models are so skinny that the bra and underwear do not fit properly. There are huge gapes between the manikin and the clothing. The ads rarely describe the product being advertised and why it’s so good. It’s more about seduction with the model which in turn may leave some viewers thinking that is what they will look like if they purchase the product. The mood of the advertisement is completely different than what it used to be. Today we see a model in dim lighting lying on the bed in a sexual manner as if she can’t control herself versus the traditional smiling women happy to be modeling the lingerie.
Traditionally women have been portrayed in advertisements as sexy but modest. The ads were for selling lingerie, and just that. Victoria’s Secret has been aggressively pushing and testing this tradition for years. The ads are becoming more risqué, more often, and even larger. Magazine ads will show models in thongs with guarder straps. When you walk into a Victoria’s Secret store, behind the register there is a huge blown up image of a women in lingerie that takes up the entire wall. Rarely can we watch an evening of television or read a magazine with out hearing or seeing the word “Victoria’s Secret”.
The loss of the traditional of advertising women modestly has had a negative effect on men and women in today’s society. When women see these ads with skinny models and their “perfect” bodies displaying what sexy is they get low self esteem. They see these ads and think that the model is what sexy is and in order to be sexy that’s what they need to look like. They start to think to themselves that in order to be sexy and beautiful, they need to be skinny and wear thongs or show more skin. This can cause eating disorders and produce self hatred. Men see these ads and think that’s what a women should look like. This can also cause premature sexual activity in young men and women. They see the models displaying sex and they think this is what is desired and acceptable. What men and women don’t understand is that these models are unrealistic. They are airbrushed and digitally altered and in person probably look nothing like the women in the ad.
Although these are many negatives to Victoria’s Secret ads and how it has changed our traditional image of a woman, there is also a positive. Women love to feel important and sexy not only for themselves, but for their significant other as well. Victoria’s Secret ads display women as powerful and confident in their own skin. This can create the same feeling for women who wear Victoria’s Secret lingerie. It can help boost self confidence and love for ones self.
Victoria’s Secret has been pushing how women are traditionally portrayed in advertisements for many years. With their push for sex and what they consider to be a beautiful woman, society’s idea of what beautiful is has been greatly altered since the 1950’s. Men and women of all ages have been pushed to reconsider what beauty is. We no longer see the normal healthy model with a clean smile on her face. As time goes by, traditions can change for better or for worse. We all need to take a second look at Victoria’s Secret ads and understand that the new tradition they have started is having a negative impact on the men and women in today’s society.