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American retailer
magazine Victoria’s Secret is one of
the most famous lingerie stores globally. In what started as a
one-million-dollar company, has now progressed to a 12-billion-dollar profit
annual worth of lingerie, soaps and candles across more than, 3000 stores
around the world. In early 2014, an advertisement was published in promoting a
popular line, “Body by Victoria,” had received extreme criticism due to
audiences stating that the advertisement promoted unhealthy body image
expectations. The advertisement portrayed the slogan with the words, ‘The
Perfect Body’, accompanied by tall, thin and attractive models in the
background, who are referred to as “Angels”. Although throughout the uproar criticism,
Victoria’s Secret had replied, stating that the slogan was just to promote
their new Body Collection. However,
although repenting for their misdirected slogan, they failed to acknowledge the
psychological impact it had on women of all ages. Moreover, the ad had caused a
huge uproar due to individuals stating that there is no such thing as, “The
Perfect Body”. On a global standard, the advertisement implied that women must
maintain/obtain a certain height, weight and beauty in order to achieve
perfection. In addition, this advertisement does nothing but insinuate women
with existing low self-esteem psychologically implying that they do not fit in
the standard of beauty. Furthermore, it mainly promotes negative body images
and harmful eating disorders.

     Although Victoria’s Secret changed the
slogan immediately after individuals delivered multiple petitions, the overall
issue was still present, and it had spread to numerous women of all ages. Women
developed a psychological mindset that persuaded them in believing that they
had to possess a thin & tall body, sculpted face, and overall standardized
beauty. Unfortunately, not only did women reject this image that Victoria’s
Secret represented, but women also accepted the fact that this is what beauty
is. As a result, women strived to achieve this image by developing anorexia
nervosa, in which they indulged in restriction of energy intake relative to
requirements, intense fear of gaining weight or of becoming fat, disturbance in
the way their body is shaped or weighted and overall not acknowledging
themselves of who they are but what they want to be. Women may also develop
bulimia nervosa, in which they indulge in recurrent episodes of binge eating,
self-induced vomiting, misuse of laxatives, diuretics, or other medication,
fasting, or excessive exercise. Not only do young women support the company,
but many looked up to their models too. With the news that many models in the
industry struggle with eating disorders, these petitioners fear that young
women may end up following the same path to achieve these beauty standards.

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