I can remember the thoughts that were stirred within me when I first viewed my newly arrived Victoria’s Secret 2012 Resort catalog. Instantly, I imagined myself at that tropical secluded beachfront resort, wearing that colorful cover-up, while exuding confidence as I enjoyed my relaxing vacation. In Jib Fowles “Advertising’s Fifteen Basic Appeals,” he explains that “an advertisement communicates by making use of a specially selected image which is designed to stimulate sub-rational impulses and desires “(CC 73). At that time, I had been so impacted with work that I had been refraining from planning a warm getaway or primp myself up to boost my confidence a little; I wanted to feel how the model on the ad was being portrayed. And what Victoria’s Secret’s 2012 resort ad is predominantly selling women is the empowerment to exude or feel confident, sexy, beautiful, and independent; which is what most women want.
Because American women are often very busy throughout their day, it can be quite the challenge in getting a woman’s brief attention, let alone for an advertisement. As Jib Fowles explains, the first goal for advertisers is “to tug at our psychological shirt sleeves and slow us down long enough for a word or two about whatever is being sold” (CC 72). The Victoria’s Secret 2012 Resort catalog reflects this tactic very well. For example, the first element that attracts attention is the exceptionally beautiful model dressed in eye catching exotic colors. Once this image snags your attention, you’re more inclined to take a closer look at the ad and read the context that says, “free SHIPPING, WHAT’S WOW NOW, or CHRISTMAS DELIVERY GUARANTEED”. After taking in all of this information, subliminal desires can begin to surface and the possibility of attaining these desires like confidence and sex appeal start to become a reality. Moreover, we can have all these desires before Christmas if we shop at Victoria’s Secret.
First, Victoria’s Secret’s 2012 resort ad offers women the ability of turning some heads. In fact, according to Jib Fowles, “the clothing and cosmetic industries exist just to serve this need”, that is the “need for attention” (CC 81). And from my experience as a female consumer, this is true. When I’m out shopping for clothes, I often see celebrities like Lauren Conrad, Avril Lavigne, and Sofia Vergara with their own clothing lines. Sofia Vergara is known as the sexy Latina housewife on Modern Family and was also named “Sexiest Woman in Hollywood” by Shape magazine. The message overtly marketed in Sofia’s line says, “work what you got”, and clearly, Sofia’s got sex appeal. As for Victoria’s Secret, their models attract so much attention, they often become celebrities. Tyra Banks, Heidi Klum, and Rosie Huntington-Whitely are just to name a few. And why wouldn’t any girl want to attract attention like Rosie, who not only played the sexy leading role in the action movie Transformers 3, but is still a stunning Victoria’s Secret model? Additionally, according to foxnews.com, “the Victoria’s Secret Angels are widely regarded as having the best, most desirable bodies in the industry”, which also explains why their catalogs can bring in the sales. For example, in Victoria’s Secret’s 2012 resort ad, the model wearing the colorful cover-up is the epitome of beauty and perfection. Her facial expression appears to emit confidence while her body language is mildly seductive to anyone who views her. The ad suggests that the flattering eye catching cover-up is the driving force behind the models enhanced beauty and demeanor. It’s like the model is saying, “wear this and you too will be empowered with sex appeal and confidence”.
Victoria’s Secret’s advertisement also promises self-sufficiency. In advertising world, they call this the “need for autonomy” which focuses on “the independence and integrity of the individual” (Fowles 82). In the Victoria’s Secret 2012 resort ad, the model appears to feel independent and content on her exotic vacation alone; she shows no desire of needing male companionship. In fact, I have looked through the entire Victoria’s Secret catalog, and not one image suggests the need for connection with a man, despite the fact that Victoria’s Secret also sells men’s beauty products. Instead, the general theme of woman power is completely consistent throughout Victoria’s Secret’s advertisements. On the other hand, this type of advertisement can also appeal in a negative way. For example, when I first viewed this ad, I felt a little bummed that I haven’t been able to treat myself to a little vacation with a few friends; I used to shop for beach getaways every year. But then again, maybe I just needed a small push to plan that retreat, maybe to Carmel. And if I buy Victoria’s Secret beachwear, I’ll be back in the game empowered with independence and self-content.
‘Getaway’ is written all over Victoria’s Secret’s 2012 resort catalog. As Jib Fowles explains, “Many advertisers like appealing to the need for escape because the sensation of pleasure often accompanies escape” (CC 82). Take Victoria’s Secret’s 2012 resort ad, as stated earlier, the model is standing in front of a tropical secluded beachfront resort. Additionally, the consumer also has a view of aqua-blue ocean and lush green forest, as well as the weather appearing warm and sunny. As a consumer, when I looked at this ad, I quickly envisioned myself wearing the vibrant cover-up, sunbathing on the beach, relaxing, getting massages, seeking adventure, and of course escaping everyday responsibilities such as deadlines, going to work, and social obligations. Basically, the advertisers tapped into my subconscious need for escape, but more importantly, they successfully connected me with their product. And the product, a colorful cover-up, promises to enhance my retreat experience by embodying me with beauty and confidence as reflected by the sun-kissed model.
As Jennifer L. Pozner says in, “You’re Soaking In It”, “The central message of advertising has to be that we are what we buy” (CC 106), which explains why advertisers are constantly infusing products with the promise of giving life to our innermost desires. Through MAC cosmetics, you can be an attention-grabber like Lady Gaga with one simple purchase of Viva Glam Gaga lipstick. You can personify a rock star if you wear Avril Lavigne’s clothing line. Victoria’s Secret’s swimwear cover-up promises women the ability to exude sex appeal, beauty, and confidence. But who are we kidding here? We need to stop and really take a look at what these ads are truly selling us, illusions. And without taking the time to read between the lines of advertising, consumers will continue to feed their desires aimlessly instead of stopping to realize that products like Victoria’s Secret’s cover-up, is no more than just an article of clothing.
Reflection
For this essay, I learned that it is very challenging being creative while applying new concepts such as DSS while keeping in mind previous concepts. For me, writing an outline sheet including PIE with brainstorming ideas and quotes that I might want to use helped significantly. Once I finished my Ad essay, I remember thinking how difficult and messy this paper could have been if I didn’t apply these organizational tactics that I learned in the modules.
Once I received feedback from grading, which I tremendously appreciate, I could see where my paragraphs were more focused than others. Hopefully now, I will be able to recognize this in the future so I can continue improving my writing skills.
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