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Women's Voices - Essay Example

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This paper “Women's Voices” is aimed at analyzing that how a public space is designed for a particular gender. The space selected for the purpose of this paper encompasses the visual and commercial effects as created by Wacoal’s recent lingerie product line…
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Womens Voices
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"Women's Voices"

Download file to see previous pages As a specific brand presented across different showrooms in major US cities, Wacoal’s product line btempt’d appears to be creating a commercial space for swimwear and lingerie exclusively oriented toward women and their well being. However, the way these products are exhibited and advertised suggests that the company uses stereotypical concepts on women’s beauty and practically undermines the genuine comfort and health issues.Discussion Wacoal has created a powerful commercial cult around its recently launched swimwear-cum-lingerie range named btempt’d. This brand specific space can be regarded as a highly distributed conceptualization and materialization of the company’s lingerie products across various media. Wacoal showrooms with btempt’d swimwear have been prepared along with other evolving business methods like online retiling and web based marketing. According to the website of Wacoal, “Making women look and feel their best has always been a part of Wacoal’s mantra” (paragraph 1). Such a stance might appear to be pro-feminist for a while. Having desire to look beautiful can be regarded as an innate property of human beings irrespective of gender. For a young girl, honing beautiful looks or proper grooming and dresses can lead to an effective makeover in a positive direction aimed at harnessing a better personality. Visiting the website of btempt’d product line or a showroom exhibiting Wacoal swimwear....
a young girl, honing beautiful looks or proper grooming and dresses can lead to an effective makeover in a positive direction aimed at harnessing a better personality. Visiting the website of btempt’d product line or a showroom exhibiting Wacoal swimwear, a spectator can easily find out that the presentation techniques used are highly dedicated to the beautification of women in general and young ladies are being particularly targeted. In the words of Wacoal, btempt’d is actually a range of “sexy, sophisticated, and flirty lingerie” (Wacoal, paragraph 2), aimed at exciting young girls. Implementing an analytical point of view, however, it can be stated that this approach of Wacoal is quite inter-contradictory. On one hand, the company states that it is concerned about women’s health and comfort issues, and the main target is to provide utility oriented innerwear. On the other hand, it is highly reluctant of using a bulky or less attractive girl (say, with dark complexion or a blunt nose) as its model or ambassador for practically exhibiting the lingerie. Clearly, this is a kind of prejudice which gives rise to internalized oppression. From the perspective of women in general, such an approach on the part of a commercial giant will attach extra value to physically more attractive women in the society. Furthermore, the company’s claims about its sense of corporate social responsibility remain quite ambiguous. The company states that it is committed to spreading awareness on breast cancer, whereas its sole publicity stance is based on women’s physically beauty and sexy appearance. The concept behind visualizing the ideal female model for a lingerie product is based on the perspective and desires of men, not women. So a young girl must feel good when she is ...Download file to see next pagesRead More
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