From Fantasy to Reality: How Victoria’s Secret and Savage x Fenty Lingerie Ads Shape Body Image Among Young Peruvian Women

DOI

10.2991/978-94-6463-596-6_29How to use a DOI?

Keywords

Eating disorders; advertising model; body positive; body shaming

Abstract

This research examines the perceptions of Peruvian women aged 21 to 23 years old, residents of Lima and belonging to the NSE A and B, on the advertising campaigns of the lingerie brands Victoria’s Secret and Savage x Fenty, carried out in 2014 and 2020 respectively. Using a qualitative methodology, interviews were conducted to inquire into the influence of advertising models on body image and the identification of associated eating disorders. The findings reveal an evolution in the reception of advertising messages and a growing awareness of body diversity, which occurs due to the new body positive trend, whose trend seeks to promote self-acceptance and reduce body shaming. This study concludes that while Victoria’s Secret advertising reinforced restrictive aesthetic ideals, Savage x Fenty promotes a more inclusive and diverse image. These findings underscore the importance of representation in advertising and its impact on young women’s mental health and self-perception.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Fabiana Chavez
AU  - Giovanni Lamarca
AU  - Francisco Arbaiza
PY  - 2024
DA  - 2024/12/17
TI  - From Fantasy to Reality: How Victoria’s Secret and Savage x Fenty Lingerie Ads Shape Body Image Among Young Peruvian Women
BT  - Proceedings of the International Conference on Communication and Applied Technologies 2024 (ICOMTA 2024)
PB  - Atlantis Press
SP  - 324
EP  - 335
SN  - 2667-128X
UR  - https://doi.org/10.2991/978-94-6463-596-6_29
DO  - 10.2991/978-94-6463-596-6_29
ID  - Chavez2024
ER  -