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Decoding Victoria's Secret:

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by

Leah Buck

on 9 October 2014

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Transcript of Decoding Victoria's Secret:

Decoding Victoria's Secret:
The Marketing of Sexual Beauty and Ambivalence

Society tells men what they should be attracted to
Mean Girls
Ads featuring females are designed to attract men, but sell to women who are drawn to them to find out what men desire in a woman.
V.S. ads are based on three assumptions
1. A woman's physical beauty is an instrument for selling any product, including herself.

2. A woman is always struggling to get or hold onto the right man in order to give meaning to her life.

3. A woman's self image is largely based on a male perception of her physical beauty.
Men and women
internalize
these images of women
Real-world women and girls are held to this standard of beauty by men and also by themselves.




Assumption #2
"A woman is always struggling to get or hold onto the right man in order to give meaning to her life."
Assumption #1
"A woman's physical beauty is an instrument for selling any product, including herself."
Why is Victoria's Secret so popular?
By Marie D. Smith
They market society's view of what sexual beauty is
This assumption is based on the idea that men view women first as a visual object and only later as an actual person.

The V.S. ads and catalogs feature women posing provocatively and wearing a sexy facial expression -- all to sexually attract a male viewer and to gain the admiration of a woman.


Rush Hour 2
Transformers 2
Assumption #3
"A woman's self image is largely
based on a male perception of her physical beauty."
They buy the merchandise
in the hopes of looking like a man's dream woman
BUT
the feelings of
ambivalence
rush in when they don't look like the woman from the ad.
Internalization
- The process of taking social norms, roles, and values into one's own mind.
Ambivalence
-
simultaneous and contradictory attitudes or feelings (as attraction and repulsion) toward an object, person, or action
Bombshell Swim Top
Discovering Popular Culture pg. 56-63
My take away:
1. Victoria's Secret is extremely successful in selling sexuality to men and women

2. A lot of women feel obligated to look and dress like a sexy Victoria's Secret model and feel disappointment when they don't measure up
Full transcript