The premise behind this “social striptease” is that by linking your facebook or twitter accounts to the website link provided you can command a virtual model to remove his/her clothing. By clicking on a particular clothing piece, the virtual model removes it and an advertisement for it gets posted to your social media account. This advertising strategy absolutely reinforces the ultra thin standards of the slender body as outlined by Bordo. But perhaps more disturbing, is the interactive nature of voyeuristic consumption. As opposed to a still image magazine ad, or a 30 second tv spot, these semi naked bodies are created explicitly for the desiring gaze of the customer. Moreover, the interactive interface actually sutures the customer into a position of power over the sexualized body, and creates a bizarre power structure that encourages the objectification of the virtual body. At least they are egalitarian in their objectification, providing both male and female virtual models.
Bordo, Susan. Unbearable Weight. Berkley: University of California Press. 1993