NADIA KARINA APRYZA PUTRI, - (2022) The Shifting of Beauty in Victoria's Secret Lingerie: A Semiotic Study On the 2019 & 2021 Fall Campaign in Victoria's Secret Instagram Account @victoriassecret. Skripsi thesis, UNIVERSITAS AIRLANGGA.

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Abstract

"This study aims to identify how women are portrayed in Victoria’s Secret advertisements as well as to reveal how the portrayal of beauty is shifted from the Fall 2019 Campaign to the Fall 2021 Campaign. Victoria’s Secret is a lingerie retailer which has been firmly established with the use of pretty-looking female models with slim bodies, but they launched a campaign with the same product but with different, more diverse types of models in 2021. This research used a qualitative method with the approach towards the study using Semiotics by Roland Barthes. The application of Naomi Wolf’s Beauty Myth and the postfeminist visualization of women’s bodies by Rosalind Gill is presented as the interpretation of the findings. Findings from the study show that the women in the Fall 2019 Campaign are portrayed as luxurious and sensual, while women in the Fall 2021 Campaign as happy and masculine. This study also found that the portrayal of beauty from the Fall 2019 Campaign to the Fall 2021 Campaign shifted from women’s sexual objectification to women’s sexual subjectification. This study concludes that Victoria’s Secret as a lingerie retailer rebranded its beauty concept. Victoria’s Secret used to associate beauty with ideal body size and luxury, but it is now associated with plus-size and transwomen as the struggling symbol for self-acceptance and social acceptance. However, Victoria’s Secret rebranding still seems not to empower plus-size and trans women, but just as a part of marketing strategy only."

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