Victoria’s Secret is in big trouble as their newest advertisements portray their stereo-typically skinny models with the words, “The ‘Perfect’ Body,” in bold across the posters. As a result, a petition has received hundreds of signatures. Those that are against the advertisement claim that the American lingerie company is sending “damaging messaging” to women of a larger size and to insecure young girls.
The ‘Perfect Body’ advertisements have popped up all over the world, including the United Kingdom, where seven shops have opened recently. The ads look similar to past advertisements that Victoria’s Secret has promoted. However, the words ‘Perfect Body’ are displayed prominently over the tall, slender and beautifully bronzed women. Because the advertisements subliminally claim that the women envisioned in the photos have perfect bodies, many are upset at Victoria Secret and are calling for the advertisement to be removed, along with a policy review.
Frances Black and Gabriella Kountourides, both from Leeds, United Kingdom, created a petition on Change.Org because they feel that the “marketing is harmful”.
“Every day women are bombarded with advertisements aimed at making them feel insecure about their bodies, in the hope that they will spend money on products that will supposedly make them happier and more beautiful. This marketing campaign is harmful. It fails to celebrate the amazing diversity of women’s bodies by choosing to call only one body type ‘perfect.'”
The National Eating Disorder Association has also responded to the advertisements, according to Yahoo Style. The NEDA claims that the advertisements take away from a goal of health and detour the focus onto self image and beauty.
“Our goal should be health and respect for our own individuality. Shame on Victoria’s Secret, but this is not exactly a surprise since they do not in any way set the example for body diversity and self-esteem at all shapes and sizes.”
At this time, Victoria’s Secret has not responded to the petition or complaints of harmful advertising. As of today, the petition has gained 10,397 supporters of the overall 15,000 goal.
According to the petition, there is not a request to completely pull the advertisements. Instead, the goal is to change the wording and apologize to those who have taken offense to the imagery.
“We would like Victoria’s Secret to change the wording on their advertisements for their bra range Body, to something that does not promote unhealthy and unrealistic standards of beauty, as well as pledge to not use such harmful marketing in the future.”
How do you feel about the advertisement? Is it really harmful to women of all ages or is it simply a matter of opinion?
[Photo Courtesy: Telegraph U.K.]