No Shit, Victoria's Secret Ads Are Trying To Sell Underwear

The Frat Boy News Daily College Column
By Abby Lee, The University Echo Online, University of Tennessee-Chattanooga

With Valentine's Day just past us, businesses have tweaked their commercials to appeal to the more romantic side of us all.

Although it is a company that does not have to stretch very far to switch into Valentine's mode, recent Victoria's Secret's ads surprisingly focus on everyday, cute questions like "What was your first kiss like?" and "What is you're idea of a perfect man?"

And the models get to answer in more than one word. Not to mention that the camera (for the most part) remains aimed toward the lovely lady's faces, making the commercial more about their thoughts than their bodies.

We always knew it was a possibility that the models were women with thoughts and words, but in the past the advertisements did not do a good job of reminding us of this.

This ad is something different for Victoria's Secret, but what is it really saying?

My first thought was a positive one. It is rather refreshing to see a commercial advertising lingerie at a time of year that does not bombard my mind with flashing, provocative images. Instead the advertisers were reminding me about the sweeter, innocent side of the story.

Through the models' stories of awkward first kisses and hopes of the "perfect man," the creators even did a decent job of making me feel not so different from the women on the screen.

However, the fact that the commercial was so different from the recent ones in the past made me think two things.

First, that it is another example of how commercials are becoming less about the product and more about a lifestyle and secondly, that Vikki's trying to change her image.

Victoria's Secret is a store that sells clothing, lingerie and beauty products. None of these things were mentioned in the commercial because they do not have to be mentioned. The store, the models and the products are practically household names.

Because the company no longer has to convince people of its worth (like a toothpaste commercial might) it can focus on projecting its image to a higher and higher level. The underwear the company is trying to sell only plays a minor part because they want us to buy into the entire idea of Victoria's Secret: the idea that it is women's greatest tool to be attractive.

But it also could be saying that the creators behind the company know it is time for a change.

While their ads and fashion shows recently have become increasingly racy and suggestive (which make it popular with a good majority of men), this has caused some disenchantment with the company's intended patrons: women.

The pull back from that trend seen in these new commercials could be an attempt on their part to actually appeal to women again.

Both these thoughts reminded me of just how effective advertising can be and as consumers we need think about what we buy into. Victoria's Secret isn't evil but it should be remembered that its commercials' sole purpose is to manipulate people to buy.

Abby Lee is the assistant sports editor for The University Echo Online.