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In Victoria’s Not-So-Secret Strategy, Marisa Kula argues that the advertising methods are “men’s and women’s fantasies are overlapping” (512). It is clear that Kula is unhappy with women’s new point-of-view and focus on their body and what makes them sexy. According to Kula, women’s self-esteem and self-image is wholly reliant on whether they are (or feel) desirable to the opposite sex. This suggestion is supposedly derived from the commercial/advertising done by Victoria’s Secret. Kula obviously uses deductive logic. She accuses that because Victoria’s Secret advertises their line as “sexy”, women begin to think that the only way of feeling attractive is by buying and wearing such product. She says the advertisements “put it this way: Do you look like a Victoria’s Secret model? No? Then you don’t look sexy” (512). The marketing is “non-inclusive to women’s different body shapes and sizes” and it gives “girls [that] are really vulnerable and uncertain of who they are...the wrong message about female sexuality, defining it by ...(what men would like women to be) and determining sexual worth based on whether or not females meet that standard” (511). The advertising is well thought-out, “according to a deeply troubling construction of women as sex objects for men” (511).
Approximate Word count = 754
Approximate Pages = 3
(250 words per page double spaced)
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