Communications and Society blog: By and for students in Marist COM 201

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Plus-Size Lingerie Ads….a step forward or backwards?

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TV viewers are used  to seeing lingerie ads on television. Victoria Secret, one of the most popular and famous lingerie companies always have sexy, short 30 seconds commercials promoting a new bra, or their famous, and much-anticipated “Semi Annual Sale.”. These ads usually don’t have a lot of negative responses and viewers seem fine with it.  But now  things may change due to a set of new commercials by plus size fashion company,  Lane Bryant. After years of  just using mail order catalogs and coupons as forms of promotion, the company finally decided to release a commercial in order to promote their new lingerie collection. The commercial features a plus size model in  a seductive background, something similar to what Victoria Secret does in their ads. Unfortunately, basic cable channels, such as FOX and ABC, have a problem with the commercial and refused to air.

A spokesperson from Lane Bryant had this to say about it on their official post:

ABC restricted our airtime and refused to show the commercial during “Dancing with the Stars.” Fox demanded excessive re-edits and rebuffed it three times before relenting to air it during the final 10 minutes of “American Idol,” but only after we threatened to pull the ad buy.

Yes, these are the same networks that have scantily-clad housewives so desperate they seduce every man on the block, and don’t forget Bart Simpson, who has shown us the moon more often than NASA, all in what they call “family hour.”

After viewing the commercial, I can’t see anything offensive that can make it difficult for a basic channel to air this. In fact, I have to agree with the blogger and say, I have seen worse things on television.  The only reason that many people could come up with, on why these networks are having a problem showing it, is because these models do not have the typical figures people see on TV. Just as we learned in class, earlier in the semester, sex sells and these networks are in it to make money; they want to use commercials that are sexy and that grabs the viewers attention.  They probably think they will not make as much money or whatnot featuring plus size models. My response to this is, if the same network can produce shows about accepting the inner-beauty of a woman, ie, “Ugly Betty” or the reality show, “More to Love”, than I don’t see why they can’t show a lingerie commercial.

http://insidecurve.lanebryant.com/buzz/the-lingerie-commercial-fox-and-abc-didnt-want-it/

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Written by melodyfelix

April 27, 2010 at 12:50 am

Posted in Uncategorized

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