Is the new Lane Bryant ad too sexy for TV?
Thu, 22 Apr 2010 16:19:31 GMT —
Women's fashion retailer Lane Bryant wants to know why some television networks are resisting running the company's new lingerie advertisement during certain time periods. Is it because the ad is too racy, or maybe because it features fuller-figure models?
Lane Bryant claims Fox and ABC won't air the ad during the same slots it runs other racy commercials. Adweek.com cited a post on the company's blog, which has since been removed, where Lane Bryant claims ABC "restricted our airtime" and refused to air the spot during Dancing with the Stars, while Fox "demanded excessive re-edits and rebuffed it three times before relenting to air it during the final 10 minutes of American Idol, but only after we threatened to pull the ad buy."
The ad features plus-sized models in the latest line of Lane Bryant lingerie. The company says the networks had issues with the 'ample' cleavage of the models.
In a time where many networks run ads featuring scantily-dressed models from various different companies, including Victoria's Secret, the blog asks if the networks' decision "smacks of a double standard?"Harriet Brown, an assistant Professor of Magazine Journalism at Syracuse University told CNYCentral "People have to wonder if size discrimination is going on here. The message is basically fat is ugly, fat is stupid and fat is obscene and by fat, in this case, I mean anyone who doesn't conform to the un-attainable thin ideal."
Lane Bryant makes clothing and lingerie for women with fuller figures. According to the blog, the network took issue with the amount of cleavage shown in the ad and points to commercials from Victortia's Secret saying the only difference is how much the women weigh.
Central New York is made up of women of all different shapes and sizes who are weighing in on the ad. Shandrist Hillsman said: "I just think it shows the diversity of women, I mean the realistic idea of what women are. Not everyone is a size 0, 2, 4 or 6. The average woman is a size 12, so I think it's a realistic approach to what women in America are".
Marni Marnell said: "As far as showing women that are different sizes, I'm a different size. we do exist, and we do buy clothes and we buy lingerie and at that point I think it's a good thing but I understand why people might be offended if they are not expecting an ad and they're sitting down to dinner and they see something they feel is inappropriate. I see both sides I guess".
So what do you think? Click on this link to watch the ad on YouTube. NOTE: This ad may not be suitable for all viewers, because of the content described above.