從2014年底開始，維多利亞的秘密（Victoria's Secret）開始在共同的愿景為基礎的廣告活動中推廣“維多利亞的身體”系列，使維多利亞的秘密產品和“完美身材”保持平等。例如，兩分鐘的《維多利亞的秘密假日廣告2014》-《天使想要什么》仍然可以在其Twitter，Facebook帳戶以及Youtube上看到，強調了“零號”和“幸福”之間的巨大聯系。更具體地說，在視頻中，穿著“維多利亞的秘密”的迷人零號模特身上標有“所有的愛”，“所有的美麗”，“所有的快樂”，“所有的微笑”，“所有的她”的關鍵詞。需求”等（維多利亞的秘密，2014年）。除了電視廣告外，其官方網站，社交媒體帳戶（包括但不限于Instagram，Facebook，Twitter）上還發布了類似的廣告信息，強調“完美的身材”。 。在每年的商業時裝秀中也暗含了這種想法。很明顯，該運動最有問題的是它的產值–它試圖將零尺寸產品定義為“完美身材”的最佳搭配。它試圖說服所有女性，尤其是其粉絲和追隨者，使女性應該盡可能苗條，腰臀比例和腿長都令人滿意。可以看出，《維多利亞的秘密》對“令人滿意”的解釋是“更大”（更大的比例和長度），可以認為這是進一步客觀化女性的良好基礎。作為獨立的第三方，《每日新聞》發表了Talor（2014）的文章，該文章對“完美身材”提出了強烈批評，作者聲稱當廣告活動“保持該品牌內衣式模特的剪裁和健美的身材作為理想的身體類型”，它盡力與“令人驚奇的女性身體多樣性”背道而馳。此外，作者提到了請愿書，該請愿書旨在使“維多利亞的秘密”（Victoria's Secret）道歉，以宣傳這種“關于如何判斷女性身體的不健康和破壞性的按摩”。
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.
實際上，有必要探索成功的廣告活動的重要組成部分。此類活動可能有四個重要的方面：“了解產品的DNA”，“了解目標受眾”，“定義獨特的銷售主張”和“在各種平臺上投放廣告”（Whistling Woods International Blog，2015）。顯然，前三個組成部分是關鍵，因為它們對于待推廣產品的社會可接受性和吸引力具有決定性作用。實際上，在廣告活動的設計過程中，設計師在了解外部環境和環境之后，應該清楚產品的優勢以及產品可以為目標群體帶來什么。在整個過程中，設計人員應能夠感知和預測目標群體和其他相關利益相關者希望看到，得到和不愿意接受的東西。通過如此深入的思考和分析，設計師可以開始考慮如何突出最獨特的銷售主張，從而吸引公眾，尤其是其目標受眾。顯然，維多利亞的秘密無法在外部環境中接觸到公眾和觀眾的真實需求，他們中的大多數人都沒有興趣告訴自己什么是完美的身體，他們想擁有對自己的完美身材進行自我定義的能力，更多地關注健康的生活方式。
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
Victoria’s Secret (2014). Victoria’s Secret Holiday Commercial 2014-What Angels Want. Retrieved from