Victoria apparently has to be born "Victoria"
This week I want to cover an issue regarding the Victoria's Secret Fashion Show. Ads for this show all posed the same question, "What is Victoria's Secret?" to which models from the show replied in all different "sexy" accents things like "strength" and "confidence". I interpreted this ad to be using the need for autonomy and the need for affirmation by sending the message that you can be unique like the Victoria Secret models if you are apart of the Angel Squad. And honestly, it really works. It digs into the person you want to be because all of us are insecure and telling us that we will be cured of the disease of teenage or young adult insecurity, I'm sold!
But how does the image they show you on a TV screen differ from things the chief marketing manager says in interviews? Well, in an interview with Vogue magazine said that trans woman shouldn't be put in the show because it's supposed to be a "fantasy". You would think that a chief marketing manager knows not to give Victoria's Secret that image. That they believe that trans-woman aren't fantasy like enough. What he said was absolutely unacceptable especially coming from a brand that has been known for creating body issues in girls and woman everywhere. But how do they stay in business? They aren't closing down stores like Starbucks did when they were caught being discriminatory. They aren't trying to fix their image. They are standing in they're transphobic nature hole that they are proud to have dug up. They stay in business, I've noticed, for one major reason. Angel Cards. A card that is attached to your credit card and that you can use to rack up points and get free bags and perfumes and what not. It's a game. They promise people free things and discounts with this form of bribery. Instead of apologizing for being transphobic, they get a new shipment of free totes with tons of glitter on them and send the message that's "Get a free tote with a purchase of $75 or more, and forget our transphobia!"
What is Victoria's Secret?
This is an excellent analysis of how companies deal with scandals! I really like how you pointed out how lingerie companies can be super discriminatory if they don't work hard to include all different types of people in advertisements. I also think the Starbucks example bolstered your argument because rarely do we see companies that admit their faults and do image control rather than profit control. If VS would step up the diversity of their models, I'm sure they would do much better too. Overall, an excellent analysis!
ReplyDeleteI definitely agree with your analysis about how companies with transphobic marketing managers manage to stay in business, and I also think it has something to do with the fact that people will be willing to overlook these things, especially when the company is as popular as Victoria's Secret. The way VS advertises is heavily centered around loving your body (as long as it's a flawless size two) and feeling confident (as long as you are as beautiful as the advertised models) which are the messages that consumers want because it promotes self love. There is a blissful ignorance behind being able to shut out what you don't want to know and sticking to what you want instead of what's right. Instead of focusing on the negative views of those behind the product, customers would usually choose to acknowledge the positives about the brand to justify their frequent contributions to the comapany
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