Victoria’s Secret embodies the idea of Sex Sells as their main type of advertisement. They use beautiful young women to sell their product. Victoria’s Secret models have a distinct level of curiosity and allure that has a certain magnetizing effect on the consumer. This magnetism goes further than the undergarments itself. A recent advertisement from the lingerie company proves that the lingerie is just a prop.
In the ad there is a billboard with Erin, a Victoria Secret Angel, who appears to be naked with a bar that is able to be scanned over her breasts as well as a caption that says “Reveal Erin’s Secret. ” Once the barcode is scanned the image reveals Erin in a Victoria’s Secret bra with a new caption that reads, “Sexier than Skin. ”It implies that Victoria’s Secret undergarments is sexier than skin. The ad uses the model to portray sex to sell the undergarment. Victoria’s Secret models uses allure to push the idea of good versus bad to sell their product.
The physical appeal of the models makes Victoria’s Secret the main company in the lingerie business because they have a charisma that is desirable. In fact the models are not just models: they are angels. Victoria’s Secret models are portrayed as angels to symbolize the perfect woman: beautiful, charming and in this case wings to symbolize that they are simply divine. In the ad, Erin has pink feathery wings which are a modern play to what we know standard angel wings to be. Usually when the thought of Angels come to mind, purity and white wings come to mind.
Victoria’s secret uses beautiful woman in lingerie and an assortment of different colored wings to display their interpretation of an angel. Sexy young women who are scantily clad wearing wings are not exactly the pure image that should come to mind as Angels. However, thanks to Victoria’s Secret that is exactly what people think of now. Victoria’s Secret has warped the idea of an angel and twisted the religious symbolism to sell their product. On Halloween girls want to be Angels wearing wings, lingerie and heels because of this distortion of what an angel is.
Since woman of all ages want to imitate the sexy Victoria’s Secret Angel it makes them superior to any other model for any other company for this reason. A Victoria’s Secret Angel has a status that is a cultural phenomenon and virtually unattainable, until one makes the purchase of the lingerie. The tags on certain bras have a saying that “No one is perfect until now. ” The lingerie is used to achieve the feeling and the status that comes with being a Victoria’s Secret Angel. Since Victoria’s Secret uses this form of advertising some argue that Victoria’s Secret models are used to make women feel insecure.
However, if this was the case then women would not be buying the product. Instead the advertising has the opposite affect and builds up women’s confidence. The ad has the caption that their products are “Sexier than Skin. ” A beautiful woman in beautiful lingerie does indeed have the effect that the lingerie is sexier than skin, for Erin has gorgeous skin, her blemish free, tan, and glowing which is very sexy. So, for the ad to promote the idea that their lingerie is sexier than skin is a big statement. The seduction and the sense of tease and playfulness, which comes from Erin, causes the buyer to believe this idea.
Erin with her long flowing blonde hair, flawless make-up, and her strident pose that screams confidence is what makes woman want to be like her. When women see the image of Erin, it ignites something inside of them that makes them want to be like that as well. Women feel the need to be just as sexy and desirable as the models. They want to channel their angel and achieve their own form of perfection from wearing the lingerie. The ad isn’t all about the women, however a topless girl on a billboard who has been covered almost guarantees that a man will do what is necessary so he can see that girl.
Men most likely scanned the barcode to reveal Erin’s secret more often than woman did. This idea that their products draws in the consumer even works on men. That is where the idea of sex sells comes to play. These women appeal to male hormones. A beautiful girl wearing lingerie and heels, in Angel wings, with long flowing hair is an excellent way to get a male attention. It plays on the idea of a man’s fantasy. The idea of an angel, which is supposed to be good, in lingerie is how Victoria’s Secret uses good versus bad to sell their product.
It heightens the male naughty versus nice fantasy. The lingerie is in place as the bait. It hooks the male’s attention and reels them in so they buy the lingerie for their girlfriends and wives. The confidence, seduction, energy, playfulness, tease, everything that the Victoria’s Secret Angels bring to the actual product is somewhat transferred to the woman when they put on their lingerie. It brings out a flirty side to them that men enjoy. The idea of dressing up in sexy lingerie to achieve their inner angel in a sort of role play makes males a big supporter of Victoria Secret.
Men know that when a woman looks good she feels good. When she has confidence it shows and radiates from within. Victoria’s Secret undergarments give them this confidence. Having a naked model on a public billboard is quite controversial but in a good way since it is great advertising for Victoria’s Secret. Seeing Victoria Secret models wearing lingerie on posters in public places stir a riot to some people. The ad takes that idea even further by removing the lingerie. A tease is indeed sexy. Victoria’s Secret uses “the tease” method to promote their products.
Victoria’s Secret uses the whole idea of being innocent when in fact the innocence is non-existent. Angels are supposed to be innocent but the lingerie symbolizes a naughty notation. So since Victoria’s Secrets are somewhat of a naughty angel they are teases. The ad teases the consumer by dangling sexuality before the consumer. The consumer thinks he or she will see a topless girl but after the barcode is scanned it turns out to be just the lingerie. Implied sexuality is a key factor in Victoria’s Secrets advertising.
When the ad is viewed, at first, all that is on your mind is the topless model since it is the only thing on the billboard. When the ad is scanned and the Victoria’s Secret image and caption is shown it gets the focus back on the product. It gives the public a little and leaves the rest to imagination. One of Victoria’s Secrets slogans is “Give me sexy”. The Victoria’s Secret Angels always give the public “sexy” and now they expect the public to give back. The Victoria’s Secret Angels are what makes the company, for the models hook the public and make them want to buy the products.
When women think about everything that a Victoria Secret Angel stands for: sex appeal, beauty, desire, naughty innocence, and so forth the woman want to achieve that by buying the product, that is when the dollars start rolling in. Women want to feel sexy. They want to be confident. They want to channel their inner Angel. This attraction to the products is due solely to the idea of bringing out their own Victoria’s Secret Angel and making women feel sexier in their product than naked, like the ad portrays.
