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The paper reviews the brand’s historical transformation and uses close textual analysis to examine the 2010 VS Winter Catalog and a CBS Winter Fashion Show. Drawing on commodity feminism and post-feminist consumption theories, it argues that advertising reframes objectification as pleasurable, normalized pornography, thereby encouraging women to “desire to be consumed.”",{"@graph":63,"@context":119},[64,80,102],{"@type":65,"itemListElement":66},"BreadcrumbList",[67,71,74,77],{"item":68,"name":69,"@type":70,"position":9},"https://docshare.wps.com","Home","ListItem",{"item":72,"name":10,"@type":70,"position":73},"https://docshare.wps.com/template/",2,{"item":75,"name":46,"@type":70,"position":76},"https://docshare.wps.com/template/paper-templates/",3,{"item":78,"name":59,"@type":70,"position":79},"https://docshare.wps.com/template/kite-lexie-nca-paper-victorias-secret/305772/",4,{"url":78,"name":59,"@type":81,"image":82,"author":87,"headline":59,"publisher":90,"fileFormat":93,"inLanguage":57,"description":61,"dateModified":94,"datePublished":95,"encodingFormat":93,"isAccessibleForFree":96,"interactionStatistic":97},"DigitalDocument",{"url":83,"@type":84,"width":85,"height":86},"https://docshare.wps.com/thumbnails/kite-lexie-nca-paper-victorias-secret/305772.png","ImageObject",442,249,{"name":88,"@type":89},"Guten tag","Person",{"url":68,"name":91,"@type":92},"DocShare","Organization","application/pdf","2026-10-07","2026-09-19",true,{"@type":98,"interactionType":99,"userInteractionCount":101},"InteractionCounter",{"@type":100},"ViewAction",6,{"@type":103,"mainEntity":104},"FAQPage",[105,111,115],{"name":106,"@type":107,"acceptedAnswer":108},"What is the central analytical approach of the paper?","Question",{"text":109,"@type":110},"The paper reviews company history and applies close textual analysis to the 2010 VS Winter Catalog and a 2010 Winter Fashion Show on CBS.","Answer",{"name":112,"@type":107,"acceptedAnswer":113},"How does the paper interpret Victoria’s Secret’s concept of empowerment?",{"text":114,"@type":110},"It argues that empowerment is delivered through sexual objectification and reframed self-subjectification, where women are positioned as actively choosing objectified presentation.",{"name":116,"@type":107,"acceptedAnswer":117},"Which theoretical framework is extended in the essay?",{"text":118,"@type":110},"The analysis extends commodity feminism using perspectives associated with Goldman and others, incorporating insights from scholars such as Winship, Berger, and Bordo.","https://schema.org",{"og:url":78,"og:type":121,"og:title":59,"og:site_name":91,"og:description":61},"article",{"robots":123,"canonical":78},"index,follow",{"doc_id":125,"site_id":56},305772,1790176637,{"code":4,"msg":5,"data":128},{"doc_id":125,"user_id":129,"nickname":88,"user_avatar":130,"doc_module":9,"category_id":45,"category_name":46,"doc_title":59,"doc_description":61,"doc_content":131,"file_id":132,"file_url":133,"file_type":134,"file_size":135,"view_count":101,"is_deleted":4,"is_public":9,"is_downloadable":9,"audit_status":9,"page_count":136,"language":137,"language_code":57,"site_id":56,"html_lang":57,"table_of_contents":138,"faqs":139,"seo_title":140,"seo_description":61,"update_tm":141,"read_time":15},687212321768,"https://ap-avatar.wpscdn.com/avatar/a0010bdbe886d2fe77?x-image-process=image/resize,m_fixed,w_180,h_180&k=1789897067658708522","Running Head: VS as a Do‐It‐Yourself Guide 1  \nFrom Objectification to Self-Subjectification:  \nVictoria’s Secret as a Do-It-Yourself Guide  \nLexie Kite  \nUniversity of Utah  \nThird-Year Doctoral Student  \nDepartment of Communication  \nRunning Head: VS as a Do‐It‐Yourself Guide 2  \nIn the U.S. and now across the world, a multi-billion-dollar corporation has been fighting a tough battle for female empowerment since 1963, and according to their unmatched commercial success, women appear to be quite literally buying what this ubiquitous franchise is selling. Holding tight to a mission statement that stands first and foremost to “empower women,” and a slogan stating the brand is one to “Inspire, Empower and Indulge,” the franchise“helps customers to feel sexy, bold and powerful”([limitedbrands.com](limitedbrands.com), 2010). This is being accomplished through the distribution of 400 million catalogs to homes each year, a constant array of television commercials all hours of the day, a CBS primetime show viewed by 100 million, and 1,500 mall storefront displays in the U.S. alone (VS Annual Report, 2009) . And to the tune of 5 billion dollars every year, women are buying into the envelope-pushing“empowerment” sold by Victoria’s Secret, the nation’s premiere lingerie retailer.  \nDue to Victoria’s Secret’s ubiquitous media presence and radical transformation from a modest, Victorian-era boutique to a sexed-up pop-culture phenomenon in the last decade, a critical reading of VS’s media texts is highly warranted. Having been almost completely ignored in academia, particularly in the last 15 years as the company has morphed from a place for men to shop for women to a women-only club (Juffer, 1996, p. 32; Workman, 1996), this critical analysis is an essential contribution. In the UK, Dee Amy Chinn (2006) has focused analysis on the government censorship of WonderBra and Gossard advertisements, and McRobbie (2004) has analyzed WonderBra ads ofthe mid ‘90s in the UK, but Juffer (1996; 1998) is the only U.S. scholar to analyze VS’s media texts. In a media world inundated by popular post-feminist notions of consumption and objectification as a means to empowerment, a critical reading of the various VS messages will uncover how “constraining, enslaving, even murderous” conditions come to be experienced as “liberating, transforming, life-giving”(Bordo, 1997, p. 2376) .  \nRunning Head: VS as a Do‐It‐Yourself Guide 3  \nTo inform my reading of the media texts produced by VS, I review a history of the company and use a close textual analysis (Gill, 2008; Mooney, 2008) to analyze the 2010 VS Winter Catalog and 2010 Winter Fashion Show on CBS. While VS’s various messages may be considered texts unworthy of close feminist criticism, cited by Ott (2004, p. 195) as the type of topic that is “simple, banal, predictable,” I have no desire to “reveal” some hegemonic, patriarchal force with which we are all-too familiar. Sexual objectification is in no way subtle here – it is central to VS’s promotions and operates at the forefront of the texts. My purpose in this essay is to extend the framework of commodity feminism set out by Goldman and associates, by borrowing from Winship and others (Berger, 1972; Bordo, 1993; Gill 2008) to claim media messages like VS’s, framed in terms of commodity feminism, not only work to encourage women to consume as a form of empowerment, but to desire “to be consumed”through self-subjectification and the acceptance of normalized pornography.  \nWhere once sexualized representations of women in the media presented them as passive, mute objects of an assumed male gaze, today women are presented as active, desiring sexual subjects who choose to present themselves in an objectified manner because it suits their“liberated” interests to do so (Gill, 2008, p. 42) . I argue VS advertising adds a further layer of oppression. The Limited Brands’ official slogan is “We are redefining what it means to besought-after”([limitedbrands.com](lim","cbCaigrJi2COFd4I","https://ap.wps.com/l/cbCaigrJi2COFd4I","pdf",144126,34,"English","# From Objectification to Self-Subjectification: Victoria’s Secret as a Do-It-Yourself Guide\n## Media presence and female empowerment framing\n## Close textual analysis of VS 2010 texts\n## Commodity feminism and self-subjectification","[{\"question\":\"What is the central analytical approach of the paper?\",\"answer\":\"The paper reviews company history and applies close textual analysis to the 2010 VS Winter Catalog and a 2010 Winter Fashion Show on CBS.\"},{\"question\":\"How does the paper interpret Victoria’s Secret’s concept of empowerment?\",\"answer\":\"It argues that empowerment is delivered through sexual objectification and reframed self-subjectification, where women are positioned as actively choosing objectified presentation.\"},{\"question\":\"Which theoretical framework is extended in the essay?\",\"answer\":\"The analysis extends commodity feminism using perspectives associated with Goldman and others, incorporating insights from scholars such as Winship, Berger, and Bordo.\"}]","Kite-Lexie-NCA-Paper-Victorias-Secret | PDF",1789828196]