DEPICTIONS OF WOMEN, SEXUALITY & PORNOGRAPHY

"When minority women appear in ads, they also conform to the generic ideal image: young, beautiful often as defined by white standards-perfect, and sexually seductive. They are sometimes shown with light skin, straight hair, and Euro-American features" (Cortese p. 91-92). This initial ad with Tyra Banks sustains Cortese's argument. Tyra indeed has straight hair; she is obviously positioned in a seductive way and appears fairly pale. Banks looks very 'available' in this ad. She looks meek, her legs are slightly open and her hands are on her thighs as she shows an abnormal amount of cleavage. In fact, her breasts seem to be the largest part of her body, engaging one's attention immediately. If this ad were extracted from the magazine this frame can easily be mistaken for a pornographic photo. Banks gaze can be discerned as a sensual glance. The fluffy furry item that Banks places her hand on coincides with a stereotypical porno scene.

The second ad, which states 'seamless'all you see is curves, is clearly an indeterminate statement. The bottom half of Tyra's body is severed and upon reading the ad the ambiguity is prevalent and a necessary aspect of the marketing strategy. Intuitively we comprehend that the byline is with regards to the new seamless bra, which molds to the female body. Thus the curves and contours of a female in the bra are essentially the main idea. However, Tyra's feminine curves become equally significant. The provocative slant of her neck, positioning of her arms and even the wavy hair are all suggestive images of curves. Victoria's Secret continually endeavors to body-chop as viewed in this ad. Cortese states, "When their bodies are separated into parts, women cease to be seen as whole persons. This perpetuates the notion that a woman?s body is not linked to he mind, soul and emotions. Women's separate parts are sometimes portrayed as inanimate objects. Advertising then depicts woman's bodies without faces, heads, and feet implies that all that is really important about a woman lies between her neck and knees" (Cortese p. 31). Tyra Banks physic is highly commodified especially her breast, and her closed eyes not only provide a seductive and tempting image but more importantly it hinders her sight and insight into the surrounding environment. She becomes available to anyone. These ads are exceptional examples of rituals of subordination. Women are consistently shown with closed eyes, bent frames, lying down and reclining to adhere and correspond to a compliant attitude. Erving Goffman author of Gender Advertisements asserts "the bending of the body conveys unpreparedness, submissiveness and appeasement"

The next two ads feature the new Victoria's Secret model and additionally allude to erotic imagery bordering on pornography. The photos are essentially advertising the same merchandise, Body Bare (Sheer) Stretch lace bra and panties. Additionally both images portray the model in a very provocative stance. In the first ad she sits upright embodying confidence. Her legs are lean, strong, powerful and her arm/hand temptingly obscures her crotch. The lighting in the ad is dark; as a result her facial expression is barely visible. She appears to be very controlled and self-confident. The model is slim and attractive thus the curves and angle of her body are accentuated. However, the illusion of her hand near her crotch is far too sexual, revealing a level of promiscuity. In short, it counteracts the image of power/confidence with erotic motifs, which belittle her character. The other visual of the same model is equally seductive. The only modification is that the model is standing and her facial expression is not as intense, but inviting with a clear view of her face (because of lighting) is accessible. The lighting plays a vital role in that she is displayed with a shadow of darkness, implying mystery and seduction (temptress). Models usually have full lighting to focus on the commodity e.g. the body. In the latter ad she has an available look and her hand being placed on her waste/panty line illustrates the use of feminine touch. In contrast a male model would not be placed in the arrangement of this female model. In Provocateur: Images of Women and Minorities in Advertising, Cortese maintains "Women are portrayed barely touching, delicately holding, or tenderly caressing men, objects, or themselves. On the other hand, men are depicted grasping squeezing, manipulating, shaping or gripping objects. Sometimes women are represented touching themselves, a sign that one?s body is delicate and precious" (Cortese 35-36). In addition, the use of feminine touch humanizes the ad, attracts particular attention to that aspect of the ad and in this case further sensualizes the female and the ad. As a whole race plays a fundamental function in the approach used to inspect beauty and our bodies especially when considering ethnic minorities. In addition African Americans, Latinos and other non-white ethnicity's are also highly eroticized indicating that "skin color and racial difference indicate greater sensuality, or specialized prowess" (Chancer p. 144). The latter ad in which the model's hand covers her crotch attests to this notion of greater urgency in sexuality. Race intrudes onto advertising by dichotomizing notions of gender, racial hierarchy and sexuality. These ads dually hint at the portrayal of black women in advertising but also at the proximity of advertising lingerie to marketing pornography.

The following ads show two Victoria's Secret models who are too thin; almost anorexic in form and appearance. In his article "The Body in Consumer Culture" Mike Featherstone deposits "Within consumer culture, advertising, the popular press, television and motion pictures, provide a proliferation of stylised images of the body" (Feahterstone p. 170). The first model is especially thin; so much so that her rib cage is easily discernable. Her arms, legs and torso are all emaciated and her face is very well defined. She impels out her chest and her pose seems awkward. She is to thin. This ad is interesting because unlike many of the other Victoria's Secret models this one doesn?t seem to have that same spark or aura about her. It is clear that body image in advertising is important and definitions of thinness and beauty change. Likewise, the second ad is also of an attractive women whose thinness is also striking. Although, she carries herself with more assurance than the former the construction of body ideals are askew.

Body By Victoria:

VIDEO: Earth Angel

The preceding ads are advertisements for Angel/Heaven, which is a new Victoria's Secret product for cosmetics i.e. perfume, lotions etc. The notion that these new products are suppose to justify the lack of clothes on the models (lotion/perfume use sense of smell and touch-not visible) however it does not. Furthermore, placing the wings on the female model with long blond hair promotes this belief that these cosmetics are aligned with the will of God. In particular, the third ad in which the model is looking upward towards heaven accentuates this idea. These ads are ultimately telling a 'unique' story. In the first ad the women has just come to earth from heaven in her very pure and innocent state-nakedness to the world. She is the embodiment of the cosmetic and will spread it to all those in need. She looks very serious and perhaps skeptical in terms of the way in which it will be received. In the second ad the product has been distributed and she too has taken on this pure-naked form. The model is evidently a satisfied customer. The bottom of the ad states, "Scent from above. A celestial blend of soft florals and earthy warmth creates sheer heaven on earth for the wearer. Your skin will be fabulously fragrant and blissfully cared for. Choose from among the full Dream Angels heavenly Collection." This ad gives Victoria's Secret the divine power of not only recreating this purity and innocence in life but also generating this fabulous product that reconnects you or bears some semblance to heavenly bliss. In the last ad, the model looks upward in a meek and humble way signifying the completion of her duty and her ascension back to heaven. Victoria's Secret has invented a complex marketing strategy to sell an item that is not tangible. Correspondingly, pornography places completely naked women with men to promote sex, degradation, control/power and patriarchy. Moreover the relationship to porn are also evinced in the costume Victoria's Secret has chosen. It resembles the foreplay scenes so often depicted in pornography.

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