Victoria Secret is receiving backlash for their most recent ad campaign slogan, “The perfect body”. “The slogan appears on an image on the company’s website of 10 uber-thin models clad in bras and panties, with their ribs clearly visible” (Smith, 2014). With the image depicting what seems to be society’s perception of what beauty is, the public has been responding disapprovingly and petitioned for a revision of the slogan and also an apology (Prakash, 2014).

http://i2.cdn.turner.com/money/dam/assets/141107080131-victorias-secret-perfect-body-slogan-620xa.jpg

The implications behind the ad will be perceived differently by each individual, and I believe Victoria Secret is not at fault. The interpretation of the slogan, “The perfect body” paired with the thin models may lead people to think frailty and skinny bodies are the ideal representation of beauty. However, with closer inspection, the perfect body is actually referring to the collection of lingerie. The slogan, the perfect body is plainly stating that the product will help accentuate your figure and essentially make your body “perfect”.

While Victoria Secret is not at fault, I do believe the way they attempted to convey their value propositions for this product line failed miserably. The purpose of the slogan was to elucidate how their products are the perfect match for any body type. But by pairing that with a dicey slogan, it has entirely redirected the public’s attention elsewhere. If V.S wants to get their propositions across clearly, it is crucial they avoid any catchphrases or slogans that obliquely trigger insecurity, especially since beauty is such a controversial subject for certain individuals.

Works Cited

http://i2.cdn.turner.com/money/dam/assets/141107080131-victorias-secret-perfect-body-slogan-620xa.jpg\

http://money.cnn.com/2014/11/07/news/companies/victorias-secret-perfect/index.html?iid=SF_BN_River

http://mashable.com/2014/11/07/victorias-secret-perfect-body/