Lane Bryant: Networks Apply Double Standard
Television networks, it seems, have no problem airing sexually-suggestive
commercials with scantily-clad models unless those models happen to be on the
plus-size. That’s the position of Lane Bryant, the clothing chain for plus-size
women, after ABC and Fox limited the times the retailer’s new spot could be
shown on air.
According to the retailer’s Inside Curve blog, “ABC refused to
show the commercial during ‘Dancing with the Stars’ without restricting our
airtime to the final moments of the show. 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 blog agrees the commercial was sexy but that it did not go beyond what
these same networks show with their own programming or other commercial spots
they run. The problem it seems comes down to the size of the model in the commerical.
“Our new commercials represent the sensuality of the curvy woman who
has more to show the world than the typical waif-like lingerie model. What
we didn’t know was that the networks, which regularly run Victoria’s Secret
and Playtex advertising on the very shows from which we’re restricted, would
object to a different view of beauty. If Victoria’s Secret and Playtex can
run ads at any time during the 9 pm to 10 pm hour, why is Lane Bryant restricted
only to the final 10 minutes?”
It goes on to say, “Victoria’s Secret ‘The Nakeds’ ads are prancing
around on major networks leaving little to the imagination, steaming up t.v.
screens and baring nearly everything but their souls, our sultry siren who
shows sophisticated sass is somehow deemed inappropriate. The network exclaimed,
she has ‘too much cleavage’ Gasp!”
(Links to both commercials appear below. Let us know what you think.)
Discussion Questions: Do you believe that ABC
and Fox applied a double standard in restricting the Lane Bryant commercial?
Will advertisers be able to use ‘political correctness’ to expand their standards
for taste and propriety?
- The Lingerie Commercial FOX and ABC Didn’t Want Its Viewers to See – Inside
Curve (Lane Bryant)
Lane Bryant Lingerie Commercial Fox and ABC Did Not Want Their Viewers
to See – YouTube
Secret:The Nakeds – YouTube