For the Ad buster project I chose to subvert the meaning of a Victorias Secret advertisement from the catalogue. The meaning of this advertisement is obviously to promote the Victorias Secret annual fashion show in order to sell Victorias Secret products. However, the underlying message being put forth is the idea of sexuality and desire in our society. I believe this advertisement is targeted to people of all genders and ages, but especially young women. As I discussed in my body project, I am fascinated with the way in which fashion magazines and catalogues appeal to adolescent men and women. In our society, we have he image of “the perfect body” and I believe this advertisement is one of the many that promotes this idea. The main emotion being exploited in this advertisement is desire. These models are who every guy wants to be with and who every girl wants to be. When young women look at this advertisement, they are bombarded with ideas of what they “should” look like. They begin to believe that this body is attractive and realistic. The advertisement also appeals to the sexual desires of young men. It makes them believe that this is what women should look like, as well as how they should be looked at, as objects rather then people. With my Ad buster, I wanted to subvert the meaning of this advertisement to show that there is no “perfect” body and this idea is not normal or healthy.
When researching this topic more, I came across an interview with Victorias Secret model Adriana Lima discussing her diet before the Victorias Secret fashion show. Lima stated that for nine days before the show, she lives on only protein shakes, no solids. Then, 12 hours before the show, she doesn't drink anything at all. Lima told the paper "No liquids at all so you dry out, sometimes you can lose up to eight pounds just from that." The idea that young girls praise Lima as their idol is an appalling thought to me. Her eating disorder has become not only acceptable, but completely normal in the eyes of young girls striving to achieve “perfection”. This quote was so profound that I decided to incorporate it as part of my Ad buster. I hope that this quote, showing that the strict and disgusting regimen of a Victorias secret model is far from natural or perfect, would allow the advertisement to take on a whole new meaning. The idea of the “perfect body” is far from attainable and completely unhealthy. Are the women who go to these extremes really “perfect”?
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