Hipersexualización en la moda de lencería femenina: caso Victoria’s Secret

Abstract

The construction of the ideology of beauty, particularly in the West, has been transforming according to sociocultural contexts, these ideas let people's imagination create ways of how to see the female body within the cultural industries, especially advertising, since it is one of the main media that create seductive narratives, in order to get more consumers. In this sense, advertising campaigns developed by companies with influence in the lingerie industry, one of them is: Victoria's Secret (VS), which propagates stereotypes that mark a "perfect body" or "beauty", these standards create meanings around the female body, for this reason this thesis aims to analyze the representation of the female body in audiovisual advertising used by the VS brand. The methodology used in the research work has a mixed quantitative and qualitative approach, through the technique of content analysis, of visual descriptive character, which allowed the elaboration of categories that were identified in advertising and with the support of a theoretical review of authors who contributed to the central theme, therefore the sample was 9 audiovisual products from 2014 to 2022 (one per year), these advertising campaigns were chosen by non-probabilistic sampling of intentional characteristics, since the researcher selects the sample to achieve the objectives. The main results indicated that there is an overload of sexuality towards the woman's body, hypersexualizing parts of her corporality, leaving it as a sexual object