Welcome back to Media Myth busting week 2. Todays lesson…ADVERTISING.
Advertising works based of connotations, the things that we take on the image past what is prominently shown to us. Many advertisements globally take this approach to make their audience thing past what they are being shown. The likes of many brands like to use controversial topics within there ads to drive conversation about their brand and their products.It’s a clever technique however it can sometimes cause controversy within the branding making an unhappy audience.
The image above portrays 10 women in stylish lingerie, they are all very different girls with different colour, hair and some body differences. It’s the typical lingerie advertisement for Victoria Secret, however when we read the writing on the page there is a much different story. The campaign was for a new line of lingerie they were distributing known as the body line. But not everybody saw the branding in the shine of light.
From my own perspective I see 10 supermodels branding the “perfect body”. The message behind the image is that with this lingerie you can have the perfect body, making you feel comfy and confident however many other people did not interpret the image this way. The public had a strong opinion that Victoria Secret were body bashing anybody who didn’t have this body shape. The label of “The Perfect ‘Body'” is definitely what caused the advertising to have such an impact on the audience. The problem being it wasn’t a positive impact and did in fact cause the company to lose many customers.
With body image being such a problem in todays society especially with the female population, it is crazy that somebody would think that this image would bring positive interpretations.
The audience who interpret this image are going to be women looking at buying the Victoria Secret Product, they have knowledge and ideologies on what is and isn’t right within todays society and this is something that is not.
Everybody is going to see the image in a different way. Many will not judge it out of possibly fitting into the stereotype that the image created, others who do not fit the common stereotype may see it as an insult that they are not perfect the way that they are.
In today’s society where we can, and are, all very different sizes, shapes and sorts it is extremely important that advertising not be overly offensive in regards to body image. I think that it is alright to cause controversy within advertising but when it comes to a hot topic that is quite influential such as body image, it is safer to avoid offending the viewers.
What are your opinions on the connotations that come with advertising in regards to body image? Should we believe them? Or should the industry stop using them?
See you for next weeks blog post!