Anjeanette Kafieh
Nadine Sales
Niki Geiger
JC Cloney
The Media’s Effect on Body Image
It’s no secret that in everyday life we are exposed to different advertisements and
commercials for various products. Not only are companies advertising their products, but they
are also simultaneously selling sex. Obviously, incorporating sex into ads can really help out a
product’s sales, which is probably why this has been a key strategy in advertisements in the past
years. Through the sexualization of everyday products by different companies in order to make
sales and money, the media has clearly hurt the confidence and self-worth of today’s youth.
We believe that it is in no way right to sell sex in order to sell a product. This is due to
the staggering statistics which show that the perfect images seen in advertisements deeply affect
youth today. Arguing that one is too easily influenced if they are changing the way that they
look because of the media is an assumption that is not statistically correct. Research was done in
Fiji, an island that views voluptuous as beautiful, regarding body image and dieting due to the
media. “In 1995, this tropical paradise had only 3 percent of girls with eating disorders. Then
western television programs were introduced. Three years later, the eating disorders in girls on
the island rose to 15%. A surprising follow-up study reported 74% of Fijian girls feeling "too fat
or big" and 62% had dieted in the last month.” (“Does”).
This just goes to show that no matter what is seen as beautiful in one’s country, being
exposed to the thought that being stick thin is attractive; eventually it will affect a person. The
fact that certain TV shows with very thin women caused the girls on an island to question their
healthy figures says a lot within itself. It is extremely terrifying to know that someone’s
confidence is so affected by what society says. Unfortunately we do not live in a world where
we are free to look how we want without everyone saying that it’s not what’s in.
For example, Axe is a very well-known fragrance company that sells cologne and
different fragrances for men. In their commercials, the men are always very fit and muscular and
are accompanied by very attractive, thin women. Typically, the men are shown using the Axe
product and as a result of using Axe, they are suddenly surrounded by beautiful women. By
doing this, Axe is trying to say that if one uses their product; they will be seen as attractive by
the opposite sex. Recently, Axe just developed a new shampoo to treat dandruff and their slogan
was “Lose the flakes, Get the girls!” Clearly, they are attempting to prove that using their
shampoo guarantees female attention, which is just plain ridiculous.
In addition, Victoria’s Secret is a very popular brand of undergarments that advertises
their bras and underwear with extremely attractive women with airbrushed bodies and
unreasonably thin figures. Annually, Victoria’s Secret holds a fashion show in where their
beautiful, tall, and extremely thin models walk down the runway showing off the newest lingerie
being sold. Of course, there really is no way to advertise lingerie in a modest fashion, but the
fact that Victoria’s Secret models are all underweight and have unreasonably thin frames. This is
not a healthy image to paint in the presence of growing girls who are influenced by the
perfection that they see on television.
As addressed earlier, Axe is a very well-known fragrance company that sells cologne and
different types of products for men. Typically, these products are introduced to a nerdy guy that
is having trouble with talking to women and needs a little help from his friends. After given the
product, he is transformed into more of an athletic man, and crowds of beautiful women are
surrounding and chasing after him. Once the women get to the men, they are shown as obsessed
with touching and being close to him in a very sexual way. By doing this, Axe is attempting to
say that if one uses their product women will do anything to have them. As discussed earlier,
Axe’s new shampoo to treat dandruff has the slogan of “Lose the flakes, Get the girls!”, as well
as “Get the look that gets the girls” and the body spray slogan of “Use More, Get More” These
mottos, now a days however, are not unexpected from this brand, nor is it thought of as a bad
way to advertise; yet if we compared it to a couple years ago, this type of advertising was done in
a very different way.
In 2002 Axe was introduced as a body spray deodorant from France. This spray was
introduced in a non-sexual way, but portrayed that if it is used women will want you and want to
be near you. The commercial starts out with a woman dressed in regular clothing explaining to
men how to use axe on a mannequin, when another woman dressed in non-revealing clothing
comes over and starts getting closer to the mannequin. After this happens, the woman spraying
the body spray, yells and gets angry saying, “I know you ain’t touchin my mannequin!” This
portrays that woman are willing and are going to get crazy over any man wearing it, and will
fight other woman to have it. Even though this is one of the first commercials for axe in the
United States, it is already starting to show women desperate for a man wearing this cologne.
This commercial also demonstrations how a woman will be drawn to any man or anything for
that matter that has the smell of axe body spray.
If we then compare that to advertisements in 2007 one can see that the advertisements
from just five years ago, are not only starting to become inappropriate but they are also doing it
in a clever more sly way. Commercials from 2007 have the slogan of “Bow chicka wow wow” to
sell their body spray, body wash and shampoo. This slogan that represents all of their products
still has a sexual connection but it is less obvious and more of a jingle than a slogan like, “Use
More, Get More”. Advertisements from this year sell the product in less of a sexual way in many
more ways than just the slogan. For example, a commercial from 2007 still shows a woman
dressed in casual clothing but is uncontrollably attracted to the man wearing the axe body spray.
Although her clothing is casual it is also starting to become more explicit by showing more skim
than the previous advertisements. In this commercial the woman is pushing an elder woman in a
wheel chair at a grocery store when she smells the produce man’s axe and pushes all her other
priorities away and just becomes instantly attracted to the man. This then leads to her singing the
catchy “bow chicka wow wow” jingle and making sexual dance moves right up next to him,
going along with the idea that no matter who they are, women will want sex instantly when they
smell this spray.
The idea behind today’s advertisements is to attract men who are having trouble getting
women to like them or find them sexually attractive, by giving them a false hope. This false hope
convinces them to buy and use the Axe product, and in return women will be not only find these
men more attractive than others but they will be chasing and throwing themselves at them for
sex. Axe has made a big impact over the last couple of years by introducing the “Axe Effect”
(Howard) into marketing. This new advertising technique launched by the Axe Company is
“specifically targeted for young men with one theme, lust”. Some call this way of advertisement
obscene or explicit, but sales show that is works. Selling Sex and Lust, seems to be the easiest
way of selling a successful product to young men as well as women. For example in today’s
2012 advertisements Axe is showing more women in bikinis chasing after men, enhancing the
effect that their body spray and product makes sexy beautiful model type women chase after the
average man. These commercials are not only showing women chasing after men, but it also
includes sexual language. For something that is broadcasted on public television that young
children and teenagers are subject too, these advertisements are extremely sexual, which causes
today’s youth to grow up with an expectation of how they should look, and what will happen to
their sex life if they use this product.
Over the past ten years, Axe’s advertisements have highlighted how men want women,
but they are using the wrong tools to get them. They don’t have to be nice, good looking,
respectful or anything to be desirable; all they need to do is wear axe body spray. In these
commercials it shows how all women really want from men is sex and that this scent will get
them instantly turned on. This idea is presented through society today by the media, portraying
that all men want is lust, sex and for multiple women to want them. However, this is a stereo
type, and addresses men as not only pigs but as eager and hungry for women to drool all over
them. This not only shows men an unrealistic view on women, but it also shows women it is ok
to throw yourself all over a guy you don’t know just because of how they appear to be. The Axe
Effect shows men and women that personality and getting to know someone does not truly
matter, and that it is only about how physically attracted to someone one is to other. It also
highlights in the commercials, even if one is in a relationship it is understandable to leave or
cheat on one another. These advertisements have not only grown to become a sex ad on
television, but its showing younger people in today’s society how they should look and act based
on a product; which directly affects their self-esteem more and more as they start to become an
adult.
It is no secret that Victoria’s Secret uses sex appeal in their advertisements. Since 1977, the
company has been the leading specialty retailer of lingerie. Not only are the products seductive,
but they also have unreasonably thin models wearing it. Their ads convince women that buying
Victoria’s Secret products will enhance their appeal and boost their confidence. My only
question is, why do they use sex as their main focus in advertisements? To understand this issue,
we first need to look at the history of Victoria’s Secret.
It all started when a graduate from Stanford Graduate School of Business was
embarrassed buying his significant other lingerie. His name was Roy Raymond. Thus, in 1977,
Raymond opened his first store in San Francisco. (Whiteorchids) His goal was to make
purchasing lingerie comfortable for men. He created a new image for underwear, turning it into
fashion. After 5 years, Raymond sold it to The Limited. This makes it one of the fastest growing
brands of The Limited. Operating more than 1,000 stores across the country and making over a
billion dollars, this makes Victoria’s Secret the largest American lingerie retailer.
This well-known brand is not only popular for it’s provocative product, but also for their
models. As Ellie Carl would say it, “Victoria’s Secret has by and large become the benchmark of
female beauty. They posses what society deems beautiful: mesmerizing eyes, sexy lips, flawless
skin, big voluminous hair, and perfect bodies, complete with unusually long and toned legs to go
with their beautiful faces.” (Carl) The company uses these gorgeous women to sell their product.
Through their print advertisements, catalogs, and commercials, Victoria’s Secret portrays this
idea that in order to be sexy, one must purchase their product.
The reason why this company has been so successful over the years is because of their
advertising. Victoria’s Secret spends billions of dollars each year publicizing their product. With
their print ads in magazines and newspapers, catalogues, commercials, and their annual fashion
show hosted by CBS, it is no surprise that this business spends that much money each year. Their
ads are simply everywhere. For example, you can easily find a print ad in fashion magazines
such as Cosmopolitan, Elle, Seventeen Magazine, and In Style. Their catalogues are also not
hard to obtain. One just has to subscribe online or in the store and they would receive their very
own catalogue in a few weeks. Finally, the Victoria’s Secret Fashion Show is one of the biggest
around the world, with over a billion viewers. Their advertisements are not only used to appeal to
women, but also men. Men are convinced that if they purchase Victoria’s Secret lingerie, they
will be rewarded. On the other hand, women tend to believe that since the models look gorgeous
in the product, they too will look as beautiful as they do. Also, they will feel better about
themselves. This led on to women believing that in order to be content with yourself, you must
look like them and buy their product.
Their advertisements have clearly made an impact on how females view each other. Their
marketing strategies rely heavily on sex appeal. They’re basically saying that in order to be
perceived as sexy, you have to dress for significant other. They’re stripping away what truly
matters, the beauty inside. The definition of sexy has altered through the years. Back then, sexy
was thick, curvy, with a reasonable amount of clothes on. Today, sexy can be portrayed as one
who is tall, thin, with boobs and a behind.
The real question is, does sex sell? Daye Derrick and Brad VanAuken claim that sex in
advertising doesn’t work. They argue that it is only used to grab attention. They state that
companies like Victoria’s Secret use the “Buy this, get this formula.” “If you buy the product: (1)
You’ll be more sexually attractive, (2) have more or better sex, or (3) just feel sexier for your
own sake. (Derrick and VanAuken) In almost every advertisement, a model is showcasing the
product in a seductive pose, projecting a strong sense of sex appeal to its consumers. The
message behind their advertisement is “Buy the product, get the girl; or buy the product to get to
be like the girl so you can get your man.” (Carl) Thus, it is evident that through their
advertisements, the company uses sex appeal.
In addition, male domination also plays a role in their advertisements. Due to the fact that
the media created this ideal beauty, it simply increased the standards of what men distinguished
as beautiful or sexy. With advertisements of gorgeous women with perfect bodies, it just further
reinforced their definition of beauty. Instead of promoting their product, it’s as if Victoria’s
Secret was advertising to women what a sexy body really was from a man’s point of view. This
reinforces male’s domination and female’s subordination, with men perceiving women as sexual
objects, worthy of little respect. It confers men with a sense of power over the women
subordinates…” (Carl)
All in all, Victoria’s Secret has been successful for many years because of their use of sex
appeal in their advertisements. Their profits are not coming from the product itself. The prices of
the lingerie are at a reasonable price when compared to other companies. It is the models and
advertisements that contribute to their everlasting success.
Although a vast majority may argue that the media affects how we look at ourselves,
there are still people that remain unconvinced. Their point of view on this issue is that one
should not be so easily influenced by what they see on television, but instead hold their own
standards of beauty. Just because someone on television says that something is right, does not
necessarily make it right. Therefore, it only makes sense that just because someone says looking
a certain way is right, doesn’t actually make it right.
In addition, one should always be comfortable in the skin that they are in. Another
person’s looks or body type shouldn’t affect you or who you are, as we are all made the way we
are. Rather than focusing on things that someone doesn’t like about themselves, they should
instead really try to look at the things that they do like. Also, it should always be remembered
that appearances and looks are only a portion of a person. There is much more to life other than
what’s on the exterior, and it seems like everyone seems to forget that. Unfortunately we live in
a world that really makes looks important, but it is key to really remember that it is not the case,
and that being comfortable in your own skin is perfectly fine.
Axe body spray along with Victoria’s Secrets to portray that if you buy their product you
will become sexier looking than before. Victoria Secrets and the fashion show, which is
broadcasted worldwide on CBS, is a show that everyone watches in order to get the first insight
on what lingerie is coming out soon. Many women that watch this show are easily influenced by
it and then see themselves as not beautiful because they aren’t six foot four and weigh ninety
pounds see this show. Victoria’s Secrets and Axe have become more about selling sex in their
ads than selling the products. In one of the quotes it says what you have to look like in order to
be a model for Victoria’s Secret. This quote says it all, “Victoria’s Secret has by and large
become the benchmark of female beauty. They posses what society deems beautiful:
mesmerizing eyes, sexy lips, flawless skin, big voluminous hair, and perfect bodies, complete
with unusually long and toned legs to go with their beautiful faces” (Carl). The Victoria’s Secret
is one of the most sexual symbolized ad producer considering there products they are trying to
sell
is
little
amounts
of
clothing
women
wear.
Axe is another company that sells sex during their advertising. Axe is the male sex
symbolized commercials. With Axe comes the spray, shampoo, and body wash that will
suddenly attract all the women. With all of this not true it leaves many men who buy this product
at a loss. They went in to a store thinking if they bought Axe they would use it and then all the
sudden they would have multiple attractive girls around them. All of this is great advertising for
the teenage boys who are figuring themselves out but this also false advertising and really is a
bad way to go about selling products like shampoo, body wash, and deodorant. Axe is sold a lot
to males for the reason of wanting girls, they buy these hoping they will become the so called
“ladies man” but the sad and true thing is they wont be considered that by using Axe. All Axe
can do for a man is make them smell good and help with dandruff and also by cleaning their
bodies with the great smelling Axe body wash. Axe makes women look like they are attracted to
the smell of the man instead of the good looks, nice personality, and there smooth talk. Axe also
makes women seem like they are only used for sex and that the “nerdy” guy in the commercials
will all the sudden get these girls for sex which isn’t necessarily true. I would say most women
wouldn’t have sex with a guy just based of the smell of the mans body, breath, or hair with no
dandruff. All Axe has done since releasing their sexual commercials is show that women are
only used for sex and that males can use their product and have the sex. Well that is completely
false and is wrong to promote because males can’t just use the product and become more
sexually active women aren’t just for sex.
The reasoning behind saying that Axe and Victoria’s secret shouldn’t sell sex is simple.
No one should turn on the television and see women drooling and awing over these men. I don’t
think it matters whom the guy it there shouldn’t be women doing that stuff on TV. Now if you
are at home there is an exception to be drooling and awing about a sexy man on television. It
goes the other way to. No man should be drooling and awing over women while both of them are
on television. Many men could easily say that they should be able to do whatever they want
while they are on television. I disagree strongly; there should never be a male and female on
television doing this because it isn’t a very good role model for the young boys and girls that
could be watching the commercial or advertisement. With many of the Victoria’s Secret models
they only have clothes covering their private parts. Yes, for a man this can be something that we
wouldn’t try to change but in all reality they shouldn’t be advertising it in the way they do there
should be a much better way so the youth doesn’t have to ask their parents what certain things
are and also it takes away the possibility of girls starting early of telling themselves they aren’t as
beautiful as they really are.
The significance of the claim is to show that these commercials and advertisements
between Axe and Victoria’s Secret are showing very sexual demeanor and they aren’t showing
young children that sex isn’t the way to look at life. They take the thought of beauty out of young
girls. The put in these young girls minds that the only way to be considered beautiful is to be tall,
skinny, and mesmerizing eyes. Yes those can be good attributes to be beautiful but not every girl
is the same way, which makes everyone beautiful in their own ways. For Axe it is the same thing
but just for men. They show these advertisements and commercials with these guys that are
considered to be “below average” and spray the cologne and then all the sudden he has a couple
extremely attractive women around him and he becomes, what most men call, a “ladies man.”
Yes, Axe has its upside by putting confidence in most of these boys and men who try there
product but it only puts confidence in them for the short time these males use them until they
figure out that this product is a rip off and that the product doesn’t attract these attractive women
the moment you put it on or use it. The Axe shampoo commercial it shows the guy applying the
shampoo then the dandruff disappears and the girls get in the shower with him. First, girls
shouldn’t be showering with a man unless they are married or older. The Axe shampoo shows
that the dandruff you have will suddenly disappear when in all reality it takes time for the
dandruff to go away it doesn’t go away immediately.
This argument is very important because it can help Axe and Victoria’s Secret understand
that selling sex isn’t the way to sell products. Selling sex makes men and women feel they aren’t
beautiful or sexy enough to be themselves and they must change themselves in order to be good.
Selling sex reduces confidence in the young children who see the commercials or advertisements
because then they think at their young that aren’t good enough to be like all these people.
Reducing confidence is a very bad thing for young kids because then they will not work as hard
to become what they want to be.