*(or why I’d rather be a Shameless Girl than a Vervegirl.)
I just picked up this story from D.B. Scott’s Canadian Magazine Blog. Young women across Canada have been submitting pics of themselves via a contest run by Vervegirl magazine. The “model hunt” is in collaboration with Wal-Mart stores, Herbal Essences, Cover Girl, and Elite Model Managment, and girls submit photos (that are taken by a photographer at their local Wal-Mart) for the chance to be featured as a “new faces model” in the magazine’s upcoming holiday issue. The finalists will gather in October and the winning girl will become an Elite model, appear in a fashion shoot and have $500 given to a charity in their name.
The normally composed D.B. Scott has some pretty critical things to say about the mix of a magazine, some (less than high fashion) corporate sponsors and teen girls. In fact, he’s critical of everyone involved, mostly the girls themselves:
The pathetic thing about it all is how banal and hopeless most of the young women are both to submit to such a circus and to lend their young faces to such a crass commercial contest in which losing is the probable option. Perhaps there is a momentary buzz that “I may be the one”, but most likely, on reflection, they’ll later see their faces posted on the Vervegirl site and cringe in embarrassment.
Banal and hopeless? Wow. Harsh.
While I agree with Scott that this contest is cringe-worthy for a whole wack of reasons, I certainly wouldn’t blame teenage girls for this mess of corporate exploitation and unrealistic beauty standards/dreams to sell product. And I certainly wouldn’t call them “banal” and “hopeless” for participating. In fact, I find it really odd (offensive?) that Scott points an accusing finger at teen girls and then forgives corporations because they (cough) can’t help themselves…
One would never think of Wal-Mart as a fashion outlet, but its national profile and its cheap, sweatshop-produced clothes give it marketing clout. No one will probably blame CoverGirl or Herbal Essences for hitching onto this train; they’ll sell more product….
I have to say I feel a bit uncomfortable saying anything negative about D.B. Scott given that he’s, well, my “magazine industry hero,” but I have to call him out for this. It seems a bit cruel to use the word “pathetic” to describe teen girls in this process, when really the whole media/corporate beauty machine should get that label… don’t you think?
Do you think that girls who participate in these kinds of contests are to blame? Would you call them banal and hopeless? Or do you think there’s something bigger at work?
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11 comments
The focus of the blog item was about the magazine and the incredibly tacky nature of Vervegirl's promotion, or so I thought. I invite anyone to look at the pictures posted on the website to see what I mean by banal and pathetic. I don't think I'm blaming the victims. Stacey May seems to say that we can blame corporations for exploiting young women, and I agree. I find it lamentable that people (particularly teen girls) are so accepting of such crass promotions and flock to participate, against their own best interests.
Posted by D. B. Scott
September 4, 2007, 9:18 AM
Thanks D.B. for responding, and for writing the post in the first place. You bring up an interesting dilemna in terms of who is to *blame*: are teen girls mere victims of this kind of marketing? Are they choosing to be involved because our culture doesn't leave them with much choice? Or do they perpetuate it by choosing to be involved?
The thing I appreciate about your post is that you're giving teen girls a ton more credit than most (certainly more than Vervegirl) in terms of them actively choosing to be accept and be involved in this kind of marketing/media mess. It was simply the use of terms like "banal" and "hopeless" used to describe the pictures and the teens themselves that threw me.
Posted by Stacey May
September 4, 2007, 9:31 AM
The girls who participate are not to blame. I blame culture, corporations, and parents. I do find it incredibly sad that young girls still want to find fame and fortune via their faces and bodies (after all, you must be 5'8" and have the right "proportions" in order to win) and not their minds*. Corporations who participate in encouraging girls to be objectified should be held responsible. When are we going to recognize that "selling more product" at the expense of the common good -- healthy girls, boys, and families -- is not acceptable?
What really disturbs me is that girls under 18 can submit their photos and have them placed online without parental permission.
*I should take that back. The winner must also "correctly answer a time-limited mathematical question . . . ." Um, why, exactly?
Posted by Two Knives
September 4, 2007, 9:35 AM
Two Knives said:
*I should take that back. The winner must also “correctly answer a time-limited mathematical question . . . .” Um, why, exactly?
Answer: the law requires it.
Posted by Kim
September 4, 2007, 12:31 PM
Wow, I've never heard of that before. But what do I know? So, what is the law that governs contests, and is it just for "beauty" contests? Please tell me more!
Posted by Two Knives
September 4, 2007, 2:54 PM
Here's your answer (this is under Canadian law, it differs in the US):
Canadian sweepstakes requires that "winners are not chosen by luck." Sponsors cannot use pure luck to determine who wins a sweepstake.
In order remove the element of pure chance, sponsors narrow the field of potential winners by using the skill testing question. Every entrant does not have the same chance to win; only those who at least pass the skill testing question are eligible to win prizes.
Of course, this is only a technicality. Most people can pass the skill testing questions without difficulty, although sponsors are required to make the test somewhat challenging. The courts have agreed that a four-part mathematical test such as "155 plus 33 divided by 2 minus 12" is enough to qualify as a skill-testing question.
An easy math testing question is the minimum required to hold a legal Canadian sweepstakes. Others are true contests, where the results are judged based on their qualities.
(which is interesting, considering this is a "beauty contest, no?)
Posted by Stacey May
September 4, 2007, 5:19 PM
You may be interested to read the following gushing story from the Niagara Falls Review. It can go without comment:
Vervegirl search visits Niagara
RAY SPITERI
Local News - Wednesday, September 05, 2007
The red carpet was rolled out for all young ladies as Vervegirl Magazine's coast-to-coast model search swept by the Morrison Street Wal-Mart over the long weekend.
The popular kids publication set up a photo studio at the store Sunday, giving young girls an opportunity to have professional photos taken and entered to possibly win the New Faces of Canada Model Search contest.
The top six Canadians - representing the five regions of Canada that are deemed by a panel of judges to showcase all of the country's diverse beauty - will win a $500 charity donation and receive a national feature with a photo spread in the magazine's December holiday issue. One lucky girl will be awarded an Elite Model Management modelling contract.
"I used to be with a modelling agency when I was younger and it was really fun, so I decided to give this a try," said Francine Caruso, a 17-year-old Niagara Falls participant.
"I like the fact that modelling firms are now looking at all forms of beauty, not just the stereotypical skinny person look."
Amanda White said she dreams of being a model one day and when she noticed the contest while shopping with her mother at the store Sunday, she couldn't turn down the opportunity to get in front of the bright lights.
"I've been in contact with a pro scout for a modelling agency and it's something I would definitely like to get into," said the 15-year-old Thorold resident. "It's the sort of thing that can really raise a girl's self-confidence, as well as her morale, especially if you are chosen."
For Katie Jackson, a 12-year-old Niagara Falls girl, auditioning to be a model once before ensured that the nerves, for the most part, were kept in check.
"I'm very interested in fashion - it makes me feel happy and I always like being in front of a camera," she said.
It was Serena Stewart's first time auditioning and the 11-year-old admitted to having a little bit of the butterflies.
"I'm a little nervous, but I want to be in a magazine someday and this is a good first chance," she said.
All of the girls who participated Sunday received samples from Herbal Essences and CoverGirl, two of the event sponsors, along with Elite Model Management.
So far, more than 1,000 women have entered the contest, which closes Sept. 30, at www.vervegirl.com, while others signed up after seeing the studio setup at Wal-Marts across Canada.
Vervegirl's tour of the country is taking them to 75 Wal-Mart locations. It began Aug. 11 and will run until Sept. 16.
Those who couldn't make it to Wal-Mart Sunday can visit the website to enter their photo online in the New Faces Room.
The contest calls for the participants to be between 13 and 19 years old, however representatives were allowing girls of all ages at the Niagara Falls Wal-Mart to strike a pose.
Those who are photographed can see their picture on the website within 24 to 48 hours.
rspiteri@nfreview.com
Posted by D. B. Scott
September 5, 2007, 10:05 AM
Thanks for the information. Being "beautiful" really is the luck of the draw.
Posted by Two Knives
September 5, 2007, 4:58 PM
And why "go without comment"? Perhaps because the article focuses on the positive aspects of the Search?
Sara Graham here - editor of Vervegirl.
I am curious to know if anyone posting has picked up a recent issue of the magazine (available only at high schools across Canada?) From the flip and narrow-minded comments, I am guessing the answer would be no.
Our readers know we support them...and don't doubt that any one of the New Faces Search finalists will be able to answer that skill question - which is a simple legal formality (as Kim & Stacey).
There is only one phrase for your form of journalism D.B.: Even bad press is good publicity.
Posted by sara
September 7, 2007, 3:18 PM
Hey Sara. Thanks for stopping by and weighing in.
You are absolutely right to call me out - I have not picked up a copy of Vervegirl and only know about your magazine from what I've heard about it and a review of your website. My objection was to the competition itself; the corporate involvement, value placed in external beauty, that sort of thing. Obviously model searches do not fall in line with my personal beliefs, but if you feel that the competition is just a very small part of Vervegirl's overall mandate, I apologize for generalizing.
Posted by Stacey May
September 7, 2007, 3:54 PM
I do not see why you are just focusing on vervegirl. There are over 300 magazines across Canada that promote the same things and even have model searches.
Not everypage of a vervegirl magazine shows a "beautiful" or girls with "the look".
If people are brought down by seeing these assumed things then they did not have much self-confidence and they should definitly keep reading vervegirl, which promotes self-confidence and being YOU.
Posted by mamajama
October 11, 2007, 5:09 PM
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