This is a Victoria’s Secret Ad for women’s bras and underwear.
Sex Role Perspective
This ad contains a woman laying in her bra and underwear, presumably in a private place. She has her eyes closed and head tilted back. She is delicately touching her lip with her fingers, while the other hand is gracefully touching the floor. Her knee is in the air and has parted lips.
The fact that she is looking away from the camera indicates that she is inviting us to look at her. The ad is quite sexual, which is seen through her body language and the words included in the ad:
“Introducing The Nakeds By Victoria’s Secret. Bras and panties are so light, so bare, you’ll wonder if they’re even there”
Usually, being naked refers to sexual activity, especially in an advertisement for “sexy undergarments”. The background is a sparkly gold color, which could potentially indicate to women that being “naked” is the best way to be, since the color gold insinuates winning, or expensive items. Also, her hair is not perfectly brushed, it is a bit messy. This alludes to sexual actions, as well.
This ad reinforces the stereotypes of femininity in media perfectly.
Gaze Theory
Though this is an ad for a woman, the advertisement seems to be focused on the male gaze. Since the woman is inviting the viewer to look at her by passively looking away from the camera, the focus of the woman is to be looked at for pleasure. This position objectifies her, when the advertisement does not concern men at all. Even worse, she seems to be enjoying the fact that people are objectifying her from the look on her face. She seems relaxed and having a pleasurable experience being “naked”.
I do not understand why an ad that should be focused on gaining female attention is focused on pleasuring males.
Shared by: Megan Jasen
Image Credit: https://cargocollective.com/jaimebandres/filter/Web-Design/Victoria-s-Secret