The Image Sold to Women

For years Victoria's Secret has been one of the largest and most successful lingerie lines in America. Known for their sexy T.V ads the Victoria's Secret angels have given a new and sexy twist to what was once just simple lingerie. The Victoria's Secret Company has capitalized on the idea that "sex sells" and have used this to promote their line by selling sexiness. What was once a lingerie line that only targeted adult women has expanded into a lingerie and clothing line that also targets teenagers through its latest line PINK. Victoria's Secret's sexy and raunchy ad campaigns have been used to target women of all ages, selling the idea that women are supposed to be sexy, meanwhile also promoting one type of beauty.

Victoria's Secret advertisement tactics promote sexiness as being one of the things that defines a woman. The problem with Victoria's Secrets advertisement tactics is that they are selling an image of what women should look like. All across America women of all ages are looking at their advertisements and wonderful fashion shows and saying "I want to look like that." The problem is, we can't all be 5'9, long haired, size zero supermodels. However, when we look at these models this is what people are being told beauty is. These advertisements create an unrealistic body image of women. Not only do women watch these advertisements, but also men which reinforces to them the idea that women are sexual objects.              

Last year there was an outrage at Victoria's Secret supermodel Karlie Kloss for cutting her hair short, apparently short hair isn't sexy. Karlie Kloss received back lash and criticism for her new hair-do from fans upset at her new hair. When Karlie Kloss showed up at the Victoria's Secret Fashion Show with her new bob she was made to put on hair extensions before she could walk the runway. Apparently Victoria Secret was not comfortable with having one of their models not having the long, blond hair the V.S models are known for having. I think this incident gives us an insight at the way the media tries to portray beauty as. By attempting to sell one type of image they are closing the doors to other women who do not fit their look. They also create standards of beauty that tend to be unrealistic for all women to follow. When the media sends the message "this is what beauty is and looks like" they are also telling young girls and women that don’t look like that, that they are not beautiful. It also promotes the idea that women are only good for their bodies and looks, which has a greater effect when we are out in the real world trying to be taken serious.

Victoria's Secret is just one of the many retail companies that use social constructs of beauty to sell their products to people. They advertise products meant to enhance body parts and sexy lingerie that will appeal to males. The problem with these tactics is that it shapes societies perception of what females should look like. These societal perceptions have a greater effect on the way that women are viewed.