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?