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Travis Roberts
Professor Alicia Bolton
English 101
23 June 2014
Beauty at All Costs
We are living in a world where beauty has become everything. You cant turn a page in a
magazine without witnessing a product being sold that doesnt reflect that beauty is everything.
These ads are trying to sell women on the thought that if they do not purchase these products that
they will not fit into the ideal look that is expected of them. Miss Kilbournes speech emphasizes
these ideals and shows that these ads degrade women. She states that not much has changed in
the years but that she is grateful that many others have become aware of this issue. Whether the
influence to the reader is subliminal or down right obvious we all need to realize that there is an
issue no matter how it is presented. This essay will analyze the ad by, Viktor & Rolf, for their
new feminine fragrance, BonBon. The ad depicts a naked woman sitting Indian style with only
body painted ribbons covering her breasts. These ribbons are painted in a way to portray
bondage. They also make her seem as if she is part of the product, wrapped like a simple object.
Her private area is covered by a large model of the actual product being pitched in the ad, only
barely covering however. The major focus of the ad seems to be the model. She is in front of a
gray wall sitting on a gray floor. She seems young to be displayed so provocatively, maybe
almost childish from the way she is touching her face. You cant readily determine what is being
sold unless reading the lower print where the company is listed and the top print where the
product name is in bold letters. An image of the product isnt shown in a traditional means how
most companies would make the focus on a superimposed image pf the product. The product is
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sitting in the models laps, a large model but still a very subtle way of displaying. The BonBon
advertisement, by Viktor & Rolf, supports Kilbournes points that; advertising constantly turns
womens bodies into objects, and that those ads are increasingly more sexual often to the extent
of being pornographic.
That being said the model is this ad might as well be included with a price tag; she is
presented as an object, which is very degrading. The ribbons painted on the models body make
her seem as if she is a finely wrapped gift. These ribbons encompass her entire body to give the
illusion of being covered even though they are merely painted onto the skin. What is being sold
here, the model or the actual product? The first thing you see in the ad is the model, after some
investigating as to what you are looking at do you finally determine there is a product being sold
and not a woman for sale. The ad seems to focus more on the model than the fragrance by Victor
and Rolf. There is nothing more dehumanizing than to be depicted as an object. A young woman
reading this ad cannot draw any pride from seeing this model depicted in this manner. There is
nothing uplifting about the image, yes a great marketing scheme by introducing a bondage type
scene but was it really worth it is the question.
At first glance this ad could be warranted as pornography, showing just how far some ads
take the concept that sex sells. The model seems to be completely naked. Only the body painted
ribbons actually provides concealment of her breast area, but only barely. A large depiction of
the product is barely covering here lower private regions. A pornographic magazine seems to be
the best home for this ad. This ad really does give off the vibe of bondage. The model really
seems as if she is very vulnerable from the way she is sitting. She seems very inviting to sexual
advances from the fact that she is being depicted as being naked even if she technically isnt
showing any private regions because of the indirect covering. But that being said, perception is
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reality, and the first thought of the reader of the ad is that the model is naked. The model has
almost a childlike vulnerability it seems. Where is the line going be drawn between acceptable
for all public eyes and being restricted to pornography texts.
In conclusion you can see how these ads belittle women. Changes needs to take place to
improve how these companies go about placing and marketing their products through ads. Miss
Kilbournes two points are thoroughly shown in this one advertisement. I do not know if I would
be comfortable with younger individuals seeing this ad because of its sexuality. I also do not
think a woman seeing this ad feels empowered by seeing the way that the model is being
packaged like a gift. The main focus of an ad needs to be the product being sold and the
companies need to put money into selling the ad, not down playing women as an effective means
of sales. You can only get so far at the expense of others. The population is becoming more and
more aware of the different ploys and tricks these companies use in their ads.

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Works Cited
Killing Us Softly 4. Dir. Sut Jhally. Perf. Jean Kilbourne. Media Education Foundation, 2010.
Film.
Viktor and Rolf. Advertisement. Vogue (June 2014):57. Print