When considering what I should or should not do in terms of my weekly assignment for this unit on “bodies” I instantly thought of something that I had seen on social media a while back. It was a comparison of the types of bodies portrayed in “Dove” ads and “Victoria’s Secret” ads. You will see why, as it is generally self-explanatory and quite obvious, I picked these two ads when you look at the pictures.
Victoria’s Secret has always been a, so-called, “staple”brand in terms of the way women in society today should look. Similar to how Calvin Klein has always been a, so-called “staple” brand for men. The models who work for Victoria’s Secret are seen as the most desirable women in todays society (as Calvin Klein male models are as well). It has become popular, throughout the years, for media to advertise for all body types. In some (and most) cases, this may be identified as false advertising. Look at the image below. This is an advertisement from Victoria’s Secret for bras. The advertisement states, “a body for every body,” advertising that they sell bras for all body types. However, I argue that this is false advertising as I do not see a variety of body types, even in the slightest form, in the advertisement posted below. I simply see a slight variety in skin tone, which may have been strategically done to cover up for the fact that all of these female models have very similar body types.
An advertisement that I have found that does not falsely display itself is this one from Dove. Please see the image I have posted below for reference. As it has become more and more popular for brands to post “body positive” advertisements Dove has remained consistent, at least from my memory it has. I remember seeing a video a few years back on the makeup, hair, and Photoshop process of a female model in an advertisement to be displayed on a billboard. More recently dove has started it’s “Real Beauty Campaign.” When simply comparing the advertisements of Victoria’s Secret and Dove the differences are obvious. There is a much wider variety in skin tone and body shape in the Dove ad than in the Victoria’s Secret ad.
As it has been discussed and established through the readings this week no body should be seen as “normal” or “abnormal” in the media. This search for normalcy has only lead to insecurities among human beings and, on a more severe scale, “intersex genital mutilation.” It is hard to say where we go, in terms of as a society, from here but one thing is for certain, something has to change.