Today I’m here to talk about the decline of what was once and for the moment still is a household brand name: Victoria Secret. In recent years, it has been receiving less and less positive media attention and more and more criticism. Specifically, I’ll be going into depth about why the decline of this company has to do with its advertising and nothing much more than that.
Over recent years, Victoria Secret has suffered because of its ads, which primarily revolve around the sexualization of an individual which are typically women, because of the rise of the “Me Too” era. In todays political atmosphere, it is becoming more and more necessary to think before one acts, and also traditional ways are being thrown out in favor of new, more progressive ways. Now, while this may act in favor for some companies, this new wave is doing no favors for Victoria Secret. This is because for basically all of its existence, Victoria Secret has thrived off of objectifying women and portraying very sexual ads. The criticism has even begun to spread to its daughter company, Pink. It too has been called out for too much sexualization, especially because it relies on the same sexualization, though not to the same degree, of much younger girls than the parent company. Despite the fact that this has existed for some years now and the advertising wasn’t too different, there wasn’t pushback in the past. However, Victoria Secret is now getting criticism for the same techniques it has been employing for years.
For example, in 2016, one of its ads got major pushback and angry customer responses, claiming that the ad was “pornography”, which was likely detrimental to the company’s image. Similarly, the company continued with its famous Angel show as it does every year. However, this year the show came about a month after the “Me Too” movement began to take full swing, and the results of this were apparent on the show. Namely, the shows ratings dropped nearly 30% from the previous year, which is just a testament to how much the atmosphere of the world has changed in such a short period of time. At that moment, Victoria Secret was just behind the times in what the people of the world wanted. Of course, this isn’t to say that Victoria Secret is some remnant of the past that’s soon to become an example of how advertising spelled doom for a company. Its ads have developed with the times and have become far tamer than they have been previously.
However, it has not lost its identity in this new era, as its ads do still rely of the sexualization of women, just in less explicit messages. There will likely always be pushback on this company as long as it employs any kind of sexualization, but this pushback will have to become something that this company will have to accept if it still wants to appeal to the largest audience. The best thing for the company to do right now is to continue as it has been: Adapting with the times, although it may be a little slow on the jump at times, but keep its own identity.
https://www.businessinsider.com/victorias-secret-commercials-history-photos-2018-5#though-the-ads-today-have-lost-their-whispery-voices-and-cliched-lines-the-focus-is-still-on-sexiness-18
Over recent years, Victoria Secret has suffered because of its ads, which primarily revolve around the sexualization of an individual which are typically women, because of the rise of the “Me Too” era. In todays political atmosphere, it is becoming more and more necessary to think before one acts, and also traditional ways are being thrown out in favor of new, more progressive ways. Now, while this may act in favor for some companies, this new wave is doing no favors for Victoria Secret. This is because for basically all of its existence, Victoria Secret has thrived off of objectifying women and portraying very sexual ads. The criticism has even begun to spread to its daughter company, Pink. It too has been called out for too much sexualization, especially because it relies on the same sexualization, though not to the same degree, of much younger girls than the parent company. Despite the fact that this has existed for some years now and the advertising wasn’t too different, there wasn’t pushback in the past. However, Victoria Secret is now getting criticism for the same techniques it has been employing for years.
For example, in 2016, one of its ads got major pushback and angry customer responses, claiming that the ad was “pornography”, which was likely detrimental to the company’s image. Similarly, the company continued with its famous Angel show as it does every year. However, this year the show came about a month after the “Me Too” movement began to take full swing, and the results of this were apparent on the show. Namely, the shows ratings dropped nearly 30% from the previous year, which is just a testament to how much the atmosphere of the world has changed in such a short period of time. At that moment, Victoria Secret was just behind the times in what the people of the world wanted. Of course, this isn’t to say that Victoria Secret is some remnant of the past that’s soon to become an example of how advertising spelled doom for a company. Its ads have developed with the times and have become far tamer than they have been previously.
However, it has not lost its identity in this new era, as its ads do still rely of the sexualization of women, just in less explicit messages. There will likely always be pushback on this company as long as it employs any kind of sexualization, but this pushback will have to become something that this company will have to accept if it still wants to appeal to the largest audience. The best thing for the company to do right now is to continue as it has been: Adapting with the times, although it may be a little slow on the jump at times, but keep its own identity.
https://www.businessinsider.com/victorias-secret-commercials-history-photos-2018-5#though-the-ads-today-have-lost-their-whispery-voices-and-cliched-lines-the-focus-is-still-on-sexiness-18
ssshhhhh....get it because it's a secret.
ReplyDelete