Skip to main content

'THE PERFECT BODY' CAMPAIGN

'THE PERFECT BODY' CAMPAIGN:
Victoria's Secret produced an ad featuring the tagline 'The Perfect Body'. The campaign advertised the Victoria's Secret 'body' bra and featured a series of similarly built supermodels; they were all unnaturally thin with tiny waists and huge breasts. The campaign photo looks like this:
Members of the public were put off of the store when these images and campaign was released due to the fact that it is a campaign only supporting one body type. This can make people feel like they aren't good enough in their own skin due to the campaign showing the 'perfect body' to be impossibly thin with huge breasts which is a goal that is not possible for most people. In addition, this campaign doesn't include racial diversity and therefore is another reason why members of the public would be offended. 
If I were to recreate this campaign in my report, I would ensure all body types and races were included within this campaign to portray how everyone is beautiful in their own skin. Personally, I feel this is a horrible message that the company is sending out to the public and feel as though it can affect so many individuals regarding mental health and health in general.
A petition was made in order for the company to apologise and change the campaign which had over 27,000 signatures, the petition reads: 

'Every day women are bombarded with advertisements aimed at making them feel insecure about their bodies in the hope that they will spend money on products that will supposedly make them happier and more beautiful. All this does is perpetuate low self-esteem among women who are made to feel that their bodies are inadequate and unattractive because they do not fit into a narrow standard of beauty. It contributes to a culture that encourages serious health problems such as negative body image and eating disorders.'

Another response to the campaign came from the underwear brand 'Dear Kate', who released their own 'Perfect Body' ad - featuring diverse women of all sizes. The campaign photo is as follows:
'Through this photo, we showcase women who are often neglected by the media and traditional retailers' the blog post introducing the image on the Dear Kate website says. 'We show the multitude of shapes perfect bodies can take'.
As a result of the negative feedback and responses that the Victoria's Secret 'The Perfect Body' campaign gained, they changed the name of the campaign to 'A Body For Every Body'. Here is the new campaign photo:
The campaign is still far from perfect as the models still don't show diversity or different body types, all the models are similar diversities if not the same as well as their shapes and measurements.

References:
1. https://www.huffingtonpost.co.uk/entry/victorias-secret-perfect-body-campaign_n_6115728?ec_carp=3231883304383911741



Comments

Post a Comment

Popular posts from this blog

FINAL BRAND POSITIONING MAP

Victoria’s Secret’s top competitors as of January 2019 are Calvin Klein, Ralph Lauren and Donna Karan New York, and all three just like Victoria’s Secret, work in the Systems Software Industry, which is a type of computer programmer that is used to run a computer’s applications. In addition, as found in some primary research that has been conducted of an Instagram Poll. There are also many other brands that are competitors of Victoria’s Secret. For example, Ann Summers, Boux Avenue, Primark and H&M. There are a large amount of competitors that consumers would lean towards rather than Victoria’s Secret because they are cheaper, better quality and have better ethics/morals and therefore customers have more respect for those brands. Even though Victoria’s Secret is a successful business, alternative brands have many features buyers worship that Victoria’s Secret do not have, resulting in a loss of sales for the company. 
Post a Comment
Read more

BRAND POSITIONING MAP

This is my brand positioning map/first attempt of the one I will be submitting; I may add/change some of the brand around once even more research has been conducted. The points I decided to go for in this brand positioning map is 'HIGH PRICE', 'LOW PRICE', 'HIGH QUALITY' AND 'LOW QUALITY'. I believe these are good points as it shows if the price of the products matches up to the quality and portrays whether you actually get for what you pay for. These brands on the map are all of different levels of quality and price and I have placed them according to where I believe they should go.
Post a Comment
Read more

SUGGESTED REPORT BREAKDOWN LECTURE

SUGGESTED REPORT BREAKDOWN LECTURE: Format: A4 Portrait (opening to A3) - designed to re create your brands identity  Word Count: 3000 Words (+/- 10%) Word Count does not include your Executive Summary, Infographics or Bibliography Structured with numbering; 1, 1.1, 1.2, etc.. To Include (Minimum): Contents Page 1. Executive Summary A short overview of the report to entice readers. What is the purpose of the work? What methods did you use for your research? What were the main endings and conclusions reached? Did your work lead you to make any recommendations for future actions? 2. Introduction to the Brand Guideline: 300 Words Explain the rationale behind the work, what you have been asked to do (or what you have chosen), the reasons for doing it and the background. State what the report is about. What question are you trying to answer?/What problem are you wanting to overcome? Describe your starting point and the...
Post a Comment
Read more