Victoria's Secret Campaign Analysis

Victoria’s Secret has achieved its status as America’s number one lingerie retailer and taken the world’s stage by storm through its exceptional advertising strategies (Salih, 2016). Appealing to middle class women typically 18 to 35 (and those who shop for them), Victoria’s Secret appeals to luxury, elegance, beauty, sexuality, and fantasy (Salih, 2016). However, Victoria’s Secret has met numerous negative responses and criticism for their advertisement designs. A campaign by Victoria’s Secret launched in 2014 sparked controversy when many women felt unrepresented and backlash ensued (Bahadur, 2014). Negative body image impacts women psychologically and the modern-day market is full of advertisements that perpetuate what women should look like and how they feel about their bodies. …show more content…
The …show more content…
The series of advertisements, which presented a series of similarly looking models, engendered much criticism and resulted in a petition requesting that Victoria’s Secret “apologize and change the campaign” (Salih, 2016). The petition included a message explaining women are constantly “bombarded with advertisements” aimed at perpetuating unrealistic standards of beauty (Salih, 2016). The company ultimately changed the campaign’s principal slogan, however many felt that it missed the mark when fixing the issue (Bahadur,