Decoding Victoria Essay

643 Words3 Pages
SUMMARY: In the article Decoding Victoria’s Secret: The Marketing of Sexual Beauty and Ambivalence from the book Discovering Pop Culture, written by Marie D. Smith says that Victoria Secret marketing has figured out a way to capture both the male and female’s eye. In 1977 the store was first marketed as a way for men to buy lingerie for their women. However, in the 1980’s a man named Leslie Wexner, who bought VS in the 80’s, decided he didn’t like that idea and decided to change its marketing towards women. Vice President, Dan Finklemen, of VS mother brand, Intimate Brands, said that Wexner had the perfect idea of what women secretly wanted. He said, “If we gave women a chance to make themselves feel sexy in a wonderful, romantic environment, they’d prefer that to going to a mass merchant to buy a three-pack” They started off by making VS seem more flattering and innocent than raunchy by making their store look more upscale with chandeliers and soft colored wallpaper. From there they decided to attract their consumers through marketing ads using three assumptions. The first is the image of a woman’s body and the fact that it can sell any product. Males want to have that fantasy and are all about the appeal of a woman’s image before their personality. Smith states in her article, “Unlike the anorexic or boyish-looking models in most magazines, wearing clothes that fit them like sacks, the typical VS model reveals her curves in undergarments or clothes that typically mold to the body, a button or two discretely undone, a thumb perhaps tucked into her bikini bottom or jeans—as if to ask, “Wouldn’t you like to take this off?” The second and third assumption goes hand in hand which is a women’s self worth and how a man sees that woman. VS makes their marketing ads appeal to women by saying to women that if they don’t look like that then they aren’t sexy. Women feel

More about Decoding Victoria Essay

Open Document