Saturday, November 8, 2014

Women's Views on News

Women's Views on News

Victoria’s Secret’s irresponsible ‘perfect body’ campaign

Posted: 07 Nov 2014 03:00 AM PST

The perfect body: a set of healthy organs, strong bones and muscles, around 5 litres of clotting blood, and a functioning brain, all encased in a protective layer of tissue?

Not according to Victoria's Secret, whose latest advertising campaign suggests that the 'perfect body' consists of long legs, washboard abs and above average height.

The lingerie outlet's latest advert shows three underwear-clad models (or 'Angels') with the caption ‘THE PERFECT "BODY"’ imposed across the centre of the image.

The pun – the bra ('body') being the 'perfect' fit – is not the only offensively bad thing about the campaign.

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By reinforcing the idea of a singular, skinny, aesthetically 'perfect' body, Victoria's Secret (VS) perpetuates the depression that the 2014 British Social Attitudes Survey identified, with 10 million women in the UK feeling bad about the way they look.

While I'm not about to burn my overpriced VS bras, I have added my signature to a petition calling for the chain to "apologise and take responsibility for the unhealthy and damaging message that their 'Perfect Body' campaign is sending out about women's bodies and how they should be judged".

The petition, started by a Leeds student, has so far attracted over 17,500 signatures.

Unimpressed Twitter users are also responding to the campaign by using the hashtag #iamperfect, while lingerie company Dear Kate has responded by recreating the advert featuring women of varying body shapes.

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It may be that the Victoria's Secret ad team are relishing the controversy and subsequent attention that their latest campaign has sparked.

But what of the consequences of their distasteful message on young women?

And wouldn't a more inclusive, positive advert attract just as much attention?