This week, the plus-size clothing store, Lane Bryant, published a new #ThisBody ad that was promptly met with controversy. In the ad models Ashley Graham, Precious Lee, Tara Lynn, Denise Bidot and Georgia Pratt rock their clothes and their bodies, spreading the message of body positivity. Several television networks, including NBC and ABC, have banned the ad. And hence comes the controversy.
Where only NBC has been willing to release a statement as to why the ad has been banned— “as part of the normal advertising standards process, we reviewed a rough cut of the ad and asked for minor edits to comply with broadcast indecency guidelines”—in true political fashion the network has not offered a concrete reason for the ban on #ThisBody. It begs the question, what “indecency?”
Most presume the ad has been banned due to the display of breastfeeding—on its own largely debated as a possible indecency. Just last week New Hampshire turned down a bill that would have made the public exposure of women’s nipples illegal . Interestingly enough, however, breastfeeding has made its way onto primetime television networks over the last several years. A LUV’s ad, in particular, played on the NBC network featuring breastfeeding in 2012.
The actress in the Luv’s commercial is wearing more clothing than the model in the Lane Bryant advert, but the inclusion of one and the exclusion of the other shows the ban is less about breastfeeding and more about the portrayal of the female body.
Many say the ad is too scandalous. Sure the NBC and ABC networks show Victoria’sSsecret advertisements all the time, but admittedly this commercial is a little different. In some instances, the models of the #ThisBody advertisement are completely nude. This for sure, must be the reason the ad was banned, right? Television networks—especially FOX, NBC and ABC that are more conservative—often take on the role of parental control for the viewing public. I guess ABC just forgot to block this Carl’s Jr. ad that aired during the 2015 Super Bowl.
Where this advert also caused controversy, ABC had no problem running the commercial during the most watched program of the year—viewed by men, women, and children alike. Known for their scandalous ads, Carl’s Jr. does not disappoint. As is plain to see the Au Naturel ad model, Charlotte McKinney—just like the Lane Bryant models—is filmed in varying amounts of clothing as well as completely nude. So why air one and not the other?
The viewing public is clearly more interested in seeing the women’s body as sexual. It’s the same reason society calls breastfeeding “gross” and “unnatural” when it’s anything but. Where the Carl’s Jr. advert is all about sex with the male gaze on the female body, Lane Bryant’s ad is about how women view their own bodies and that clearly makes people uncomfortable. That this ad is about plus size women feeling comfortable in their skin, only adds to the discomfort.
And clearly Lane Bryant is okay with your discomfort. An ad is not "made for starting a revolution” if it thinks society will be comfortable with the content.
Lane Bryant released a statement to the Rack saying, “while we clearly created the commercial to air we will not edit it, as we believe it's a beautiful and appropriate expression of women's bodies. We do plan to air this through our own media and through digital channels where they find it as acceptable.”
This is not the first time major television networks have banned a Lane Bryant ad from airing. Back in 2010 FOX and good ol' ABC barred Ashley Graham’s Not What Your Mom Would Wear ad campaign with Lane Bryant.
