从2014年底开始，维多利亚的秘密（Victoria's Secret）开始在共同的愿景为基础的广告活动中推广“维多利亚的身体”系列，使维多利亚的秘密产品和“完美身材”保持平等。例如，两分钟的《维多利亚的秘密假日广告2014》-《天使想要什么》仍然可以在其Twitter，Facebook帐户以及Youtube上看到，强调了“零号”和“幸福”之间的巨大联系。更具体地说，在视频中，穿着“维多利亚的秘密”的迷人零号模特身上标有“所有的爱”，“所有的美丽”，“所有的快乐”，“所有的微笑”，“所有的她”的关键词。需求”等（维多利亚的秘密，2014年）。除了电视广告外，其官方网站，社交媒体帐户（包括但不限于Instagram，Facebook，Twitter）上还发布了类似的广告信息，强调“完美的身材”。 。在每年的商业时装秀中也暗含了这种想法。很明显，该运动最有问题的是它的产值–它试图将零尺寸产品定义为“完美身材”的最佳搭配。它试图说服所有女性，尤其是其粉丝和追随者，使女性应该尽可能苗条，腰臀比例和腿长都令人满意。可以看出，《维多利亚的秘密》对“令人满意”的解释是“更大”（更大的比例和长度），可以认为这是进一步客观化女性的良好基础。作为独立的第三方，《每日新闻》发表了Talor（2014）的文章，该文章对“完美身材”提出了强烈批评，作者声称当广告活动“保持该品牌内衣式模特的剪裁和健美的身材作为理想的身体类型”，它尽力与“令人惊奇的女性身体多样性”背道而驰。此外，作者提到了请愿书，该请愿书旨在使“维多利亚的秘密”（Victoria's Secret）道歉，以宣传这种“关于如何判断女性身体的不健康和破坏性的按摩”。
From the end of 2014, Victoria’s Secret has started to promote the line of “body by Victoria” with its advertising campaign based on a shared vision – making Victoria’s Secret’s offerings and “the perfect body” equal. For instance, the two minute Victoria’s Secret Holiday Commercial 2014-What Angels Want, which still can be seen on its Twitter, Facebook account, and also Youtube, has underlined the great link between “size zero” and “happiness”. To be more specific, in the video, glamorous zero size models wearing Victoria’s Secret have been marked with key words like “all the love”, “all the beauty”, “all the joy”, “all the smiles”, “all she needs”, etc. (Victoria’s Secret, 2014) Besides the TV commercial, similar advertising message highlighting “the perfect body” had been launched on its official website, its social media accounts (including but are not limited to Instagram, Facebook, Twitter). Such an idea was also implied in its widely known annual commercial fashion show. It is clear that something mostly problematic about the campaign is its output value – it tried to define its zero size offerings as the great match for “the perfect body”. It attempted to convince all female, especially its fans and followers that a woman should be as slim as possible with a satisfactory waist-hip ratio and leg length. It can be seen the interpretation of “satisfactory” by Victoria’s Secret is “greater” (greater ratio and length), which can be regarded as a good basis for further objectifying women. As an independent third party, Daily News has published Talor’s (2014) article with great criticism towards “the perfect body”, the author claimed that when the advertising campaign “hold up the trim and toned figures of the brand’s underwear-clad models as the ideal body type”, it tried its best to go against the “amazing diversity of women’s bodies”. Furthermore, the author mentioned the petition which aims to make Victoria’s Secret to apologize for promoting such “unhealthy and damaging massage about how women’s bodies should be judged”.
For giving appropriate recommendations for the organizer – Victoria’s Secret, it is essential to firstly achieve a better understanding of and also an insight into the role and function of “advertising” or “advertising campaign”. At first, advertising is used by an organization “to place and control content, position and timing of public relations message in the media” (Broom & Sha, 2013, p.26), and public relations uses advertising to get access to audiences “other than the customers targeted by marketing” (p.25). To be more specific, an advertising campaign’s role goes beyond attracting the targeting group for increasing sales, it can help deliver cultural values, business ethics for branding and creating brand equity and affinity. In such case, with an image well-designed and well-established conveyed in an advertising campaign, an organization can greatly influence the audience’s thinking patterns and behaviors. This might be why there have been often heat discussions about some advertising campaigns that focus on controversial topics and subjects.
-It should quickly remove all “the perfect body” related information from the brand’s official websites and social media accounts, and posted sincere apologies on these sites. Such apologies shall include the principal’s, the designer’s apologies, as well as the specific analyses about why the brand thinks that the campaign is not appropriate with value proposition which is required to be further modified;
- It should create a new advertising campaign with a certain attention given to diversity, inclusiveness as the step following the apology, for building a fashion image that has no prejudice towards any size of body, and is friendly to any positive thinking pattern, behavior pattern of woman. After launching the campaign with information posted on the official website, social media accounts, etc., Victoria’s Secrete should play an active role in making the audience engaged, involved, participated. To be more specific, in order to eliminate the negative effects brought by “the perfect body”, through the new campaign, the brand should try its best to make interactions and further communications with the audience, especially its current and potential customers to get what their feedbacks, comments.
实际上，有必要探索成功的广告活动的重要组成部分。此类活动可能有四个重要的方面：“了解产品的DNA”，“了解目标受众”，“定义独特的销售主张”和“在各种平台上投放广告”（Whistling Woods International Blog，2015）。显然，前三个组成部分是关键，因为它们对于待推广产品的社会可接受性和吸引力具有决定性作用。实际上，在广告活动的设计过程中，设计师在了解外部环境和环境之后，应该清楚产品的优势以及产品可以为目标群体带来什么。在整个过程中，设计人员应能够感知和预测目标群体和其他相关利益相关者希望看到，得到和不愿意接受的东西。通过如此深入的思考和分析，设计师可以开始考虑如何突出最独特的销售主张，从而吸引公众，尤其是其目标受众。显然，维多利亚的秘密无法在外部环境中接触到公众和观众的真实需求，他们中的大多数人都没有兴趣告诉自己什么是完美的身体，他们想拥有对自己的完美身材进行自我定义的能力，更多地关注健康的生活方式。
In fact, it is necessary to explore the significant components of a successful advertising campaign. There might be four important for such a campaign: “understanding the product DNA”, “Knowing your target audience”, “Defining your unique selling proposition”, and “advertising on various platforms” (Whistling Woods International Blog, 2015). It is clear that the first three components are the key, because they are decisive for the social acceptability and attractiveness of the product to be promoted. In fact, during design of an advertising campaign, the designer should be clear about the advantages of the product and what it can bring to the targeting group after he/she has a look at the external environment and context. Through the process, the designer shall be able to perceive and predict what the targeting group and other related stakeholders would like to see, to get, and would not to accept. With such in-depth thinking and analyses, the designer can start to consider about how to highlight the most unique selling proposition that could appeal to the public especially its targeting audience. It is clear that Victoria’s secret failed to get access to the real needs and demands of the public and the audience in the external environment – most of them had no interest to be told about what is a kind of perfect body, they want to have the power to make self-definitions about their own perfect bodies with more focuses on a healthy lifestyle.
Broom, G. M., & Sha, B-L. (2013). Cutlip and Center's effective public relations (11th ed.). Boston: Pearson.
Coombs, W. T. & Holladay, S. J. (2014) It’s not just PR public relations in society (2nd ed.) Wiley Blackwell Press.
Talor, V. (2014, October) Victoria's Secret's 'perfect body' ads draw criticism. Daily News. Retrieved from https://www.nydailynews.com/life-style/victoria-secret-perfect-body-ads-draw-criticism-article-1.1992023
Victoria’s Secret (2014). Victoria’s Secret Holiday Commercial 2014-What Angels Want. Retrieved from https://www.youtube.com/watch?v=S3QH-ZriX7E