The wholesome, closed body of conventional advertising

Does the highlighted "body" in the following text refer to "human body in conventional advertising" or "the arena of conventional advertising"?

Extract:
In rejecting the wholesome, closed body of conventional advertising, Toscani also drew close to the sort of abject art that represents the vulnerability of the body in terms of its fluids and openness, the seepages of milk, semen or faeces in a number of Kiki Smith’s figures, for example. The incorporation of the open and vulnerable into the lexicon of both art and advertising was a vital move, helping to redress idealised media stereotypes of the ‘contained’ body (Art and Advertising by Joan Gibbons).