I cannot think of a way that the texts of Roland Barthe are paralleled on television today more than the Superbowl, and specifically, the commercials during the event. Like his essay about wrestling, the Superbowl is as much a “show” as it is a sporting event, and that is proven year in and year out, as it consistently gains the most viewers of any broadcast that year. Over ninety-seven million in 2008. The real show for many viewers, however, are the commercials. And the commercial that recorded the most viewers that year? Victoria’s Secret. Seen by 103.7 million viewers, as reported by Nielsen Media.
Why would an ad for a lingerie company gain more viewers than the game itself? Especially when much of the anticipated audience are not die-hard football fans, or even men? Women accounted for nearly 39% of the audience for that contest. Men (over the age of 18) were 47% of the audience.
Disregard the fact that nudity is not allowed on broadcast television, not on purpose, anyway. A scantily clad woman is more appealing than a naked one, according to Barthe in “Striptease”, and also appeals to both audiences in this instance. Men will envision how their significant other will look in the lingerie. Women will envision how it will make them feel, and how their partner will react to it. A naked woman leaves nothing to the imagination of either sex. But a beautiful woman in little clothing flirting with a football seems to have hit its mark here.
