Every year Victoria's Secret sells millions of dollars worth of lingerie. The items are no different than any other lingerie company, some have even agreed that their bras are worse than a department store brand. So how do they get people to come back year after year? They put out A LOT of advertising. The advertising manages to appeal to men and women, meaning their customer base is much larger than a smaller lingerie company. The set up in their stores is also meant to keep men from feeling like total perverts while buying items for that special someone. Right now, though, the focus is on how their advertising emotionally manipulates both men and women.
I don't think any young adult has managed to avoid seeing all Victoria's Secret commercials, I'm sure some of us even watch their runway show. In the commercials the "Angels" (Victoria's Secret models) are pictured in underwear and heels walking around and writhing on the floor. Sometimes they even have the models speak, and flash words on the screen. The models obviously appeal to men and do a lot better of a job selling underwear than maniquins who don't have sex appeal. Men are also conviced that if they purchase this lingerie for their girlfriend, they will be rewarded with love and lots of erm...fun memories. As for women, these commercials play to insecurities. The models look GREAT in this lingerie and have tons of fun, so that must mean we'll look great in the lingerie and feel better about ourselves. In short not only will this lingerie bring a man's greatest fantisies to life, it will also make women look and feel like bubbly models. If you ask me, that seems like kind of a lot to expect from a tiny piece of fabric. Can you think of another company that appeals to men and women? Do they use the same tactics?
What is Victoria's Secret?
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This is a very good analysis of the advertising of Victoria's Secret! Another market that appeals to both men and women is cologne. The ads in magazines are typically of a very attractive man doing something exotic and looking into the camera. Because women make a lot of cologne purchases, I think that the ad is appealing to women. It says that if you buy this perfume, your man will look like this, or act like this, or look at you like this. Also, a man sees the ad and may believe that they will be more attractive(like the man in the advertisement) if they wear this cologne.
I think you are exactly right about the ways that Victoria's Secret appeals to both men and women, and I agree that they do an exceptional job at this because their customers keep coming back. I like the video of the commercial you incorporated because it illustrates your point about how the 'angels' rep the merchandise and also about how they flash words on the screen to make it more dramatic and interesting. To answer your question about another company that appeals to both men and women, I think Polo does a great job of this. It's sort of the opposite of Victoria's Secret because Polo appeals mainly to men but also to women, whereas VS appeals mainly to women but also men. Good post though! Very interesting to read.
I like your thorough analysis of both the men's and woman's side of the advertising strategies used by Victoria's Secret. I have not thought about it before but you are very right in saying the lingerie is advertised to make women feel as though they will feel sexier and more accepted if they wear the lingerie. Nice analysis! Another type of advertising I feel appeals to both men and women is advertising for jewelry (the kind you buy for your girlfriend, finace, or wife). Women watch the commercials and want to look good wearing it and to feel "loved" by their significant other. Men see it and hear that "it is exactly what she wants" or "it is the ring that will make her go ahhh." Advertisements may not be false, but I do feel the best ones make you draw some pretty lofty conclusions about their products.
Your analysis of the advertising to both men and women was comprehensive, and I completely agree that it's the goal of Victoria's Secret to entice men by means of their libido and women by means of their insecurity. However, I would also contend that the brand is doing as well as it is because of quality; while you stated that the products are nothing special, there are plenty of sources by reviewers, pollers, and bloggers who would contend otherwise. One such example below:
http://www.marieclaire.com/fashion/fashionista-blog/new-victorias-secret-bra
As far as advertising to both genders is concerned, Victoria's Secret is definitely one company that does it, and as well as pretty much any major cologne producer, like Gucci or Polo. But even more than that, I would say the car industry does it quite a bit too; they'll advertise a certain model as speedy and thrilling often to the men while advertising it as safe and cheaper to the women. It's all a matter of making something seem perfect to everyone.
OMG! That advertisement is truly a strong one. It's my first time to watch the advertisement of Victoria's secret and I felt like I am really attracted by it. I agree with your analysis, that company's major strategy is classical conditioning. Through advertisement, they help customers build a solid connection between sexy figure with their items.