The Implementation of Conspicuous Consumption on Gender as Indicated on Jax's Victoria's Secret

  • Annisa Deby Aulia
  • Axlinabila Annisa Annasai
  • Rommel Utungga Pasopati
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Abstract

This research focuses on implementation of conspicuous consumption on gender as
indicated on Jax’s song entitled Victoria’s Secret. As a woman, there is an unwritten
standard regarding beauty and perfection of what body shape should be. There is
passionate desire when seeing figure of beautiful woman with slender body and flawless
skin. This can be seen in many women with slim bodies as models from various beauty
brands. Then how may conspicuous consumption be implemented through gender on
Jax's Victoria's Secret? In the song, Jax reveals how frustrating it is to live under
pressure of what our bodies must look like to live as women. In fact, women in various
forms are exclusive standards emphasized in society. This article uses qualitative method
to explain the lyrics in the song Victoria's Secret through theory of conspicuous
consumption by Thorstein B. Veblen. In conclusion, this study examines whether the
beauty standards set by the brand in Jax's song Victoria's Secret create the idea that
these clothes and products are expensive because the clothes are modelled by slim,
smooth-skinned models.
Keywords: Conspicuous Consumption; Gender; Jax; Thorstein B. Veblen; Victoria’s
Secret

Published
2022-12-20