Victorias Secret and Womens Sexuality In-store Essay

Victorias Secret and Wo mens Sexuality In-store - Essay ExampleWhile essentialism states that men and women are inherently disparate and that womens different physical form make them suitable for certain functions, constructivism counters this by claiming that sexuality arises out of the beliefs and attitudes governing religion and culture (Houston). Although the biological differences between the genders are present, mixer constructivism has a great role to play in how women are perceived as sex objects as suggested by Victorias Secrets use of space. This perception is reflected in the companys store design and layout. The design teams rejection of the conventional candy box color end of pink and gold colors was based on the premise that the companys dominant color (pink) was being overused. The use of the pink theme crosswise its store is dominant which reasserts the stereotypical association of this color with women. Nevertheless, the need to tone down the pink color is appare nt by the use of black and puzzle out colors with the use of flashing pink lighting in-store displays. Therefore, the overwhelming use of the pink color has been made subtle by the use of black and cream colors. This is not because the company attempts to divulge from its primary market of women. The color scheme has been altered to include black and cream to make the already pink production pop out. GENDER SOCIALIZATION suggests how humans learn appropriate behavior with respect to their gender (Shaw and Lee). This follows that women are expected to maintain their physical sweetie to remain acceptable in society. Womens worth in society is often reflected in how beautiful they are perceived by society, unlike men whose worth does not depend on their beauty (Shaw and Lee). This is often referred to as DOUBLE STANDARDS. This concept has been used by Victorias Secret which uses exciting images of women throughout its store so that women feel they will look like those idealized im ages after wearing those products. A small fraction of women who are physically attractive are used throughout in-store photography which reflects the stereotypical belief that a womans worth is through her consistence and attractiveness. This is linked to the OBJECTIFICATION of women whereby their bodies are considered separate from the context (Shaw and Lee). This, in turn, is closely tied to the fragmentation of women when their bodies are separated from their personalities and are thought to represent the woman. The way in which specific body parts are highlighted in the photography reflects how the woman as a whole is discarded and how women are considered as objects that can be touched, ogled or stock-still bought. The focus on specific parts such as breasts and other genital organs in these ads is reflective of the SURGERIES including VAGINAL SURGERIES that women undergo in the lift of beauty. Only younger models are used in stores which suggest that as women grow old they lose their sexuality and beauty and can, therefore, be discarded.