Logos in the 2014 Victoria's Secret Ad

The Victoria's Secret "A Body for Every Body" ad appeals to logos through the images displayed, and getting rid of the "right vs wrong" mentality. Displaying ten models, each wearing a different type of lingerie that Victoria's Secret sells will show the targeted audience that there is a lingerie set for each individual. The drawback of having this set up is that all of the models look the same, so when a woman is shopping for lingerie, she will want to see a model with her body type, which Victoria's Secret does not cater to. Although Victoria's Secret does not show different body types, but using the slogan "A Body for Every Body", they are trying to get rid of the "right vs wrong" mentality that comes with a woman's body. When women view this ad, they may be confused by the slogan paired with the image, they will still appreciate that Victoria's Secret is acknowledging there is not just one body type - the one shown in the ad. It is a little confusing that Victoria's Secret would pair this slogan with the image, but it has some appeal to logos associated with it.

Pathos for the 1960 Warner's Ad

With feminism playing a big role of changing fashion in the 1960's, Warner's was successful at targeting women to make them feel free, confident, and in control. A bird flying away from it's cage gives the illusion of freedom an that women who wear the corset will feel as free as this bird. The 1950's had a more conservative look, covering female bodies, but the woman holding the empty bird cage is only wearing the corset. Showing her arms, legs, and chest, this woman promotes confidence in women and their bodies. Women don't have to be modest anymore, they are free to show off their bodies. This was a small step towards a greater freedom over their body. The slogan, "Feel free to be beautiful" gives women the idea that they are in control of what they wear and whether they want to feel beautiful in it. With the product giving them the "freedom" to decide how they want to look, women are encouraged to feel confident and in control of their bodies.

Kairos in Victoria's Secret's "A Body for Everybody"

Today women are "carefree" when it comes to wearing lingerie. In American society, we are becoming more and more accepting of all body types for women. However, the "ideal" body type still exists. With that being said, it is seen as unacceptable to "put down" other body types in any way to uplift (and/or put on a pedestal) what is seen as the "best" body shape. The original Victoria's Secret ad for this particular lingerie collection did just that. Below you'll see that they are basically insinuating that the models below have the "perfect" body.

 

 

They faced major controversy over this advertisement and campaigns to stop body shaming (the putting down of other body types to glorify another) begun.

 They quickly tried to do "damage control" by changing the slogan used in the ad to "A Body for Everybody" in an attempt to gain back the support of customers they may have lost. In modern day American society, ads like the original version of Victoria's Secret's body campaign are virtually unacceptable. There is now a new focus of the feminist movement, stop body shaming.

Ethos in Lingerie Ads

In the 1960s, it was popular for women to wear corsettes underneath their clothing to make it seem as though they have a smaller waist. It was known that an hour glass figure was the most ideal shape for women. The corselette alone allows Warners to establish ethos with the audience, who at the time would be looking for a corset that helps them to achieve the hourglass figure. They also establish ethos by using a model, someone who is "known" for having the ideal shape for a woman, to advertise their product. By establishing credibility, Warners is more likely to get the customer to by their product.

Pathos of the 2014 Victoria Secret Ad

With Victoria Secret and it's fashion show being so popular, the company has greatly impacted the ideal image of women. Not that everyone believes a woman should be this size, but media has encouraged women to become more model-like. The people viewing this ad will start to believe that this is the shape of a perfect woman with curves in all the right places. For the female audience, this could take a toll on their emotions. The ad could be motivation for women to get in shape like these models. This is not the intention of the ad, but with all the women the same size and the slogan "A Body for Everybody," one can believe that this is the preferred body of a woman. The Victoria Secret models in this ad can cause some women to have lower or high self-esteem based on if they look like these models or not. If a woman takes the ad in a negatived way, she could view herself as an outcast from society because she doesn't have a body for everybody. A woman who is proud of her shape, may take the ad as a compliment whether she believes she looks just as good or better than these models. This ad appeals for women of all shapes to lead them to believe that wearing Victoria Secret lingerie will make them feel as though they have that body for everybody. They're promoting that their product will boost confidence and make women feel sexy. They achieved this pathos by including these different models in one advertisement to create the image that even though they are slightly different, they share the same body shape and sexiness from the Victoria Secret lingerie.

Kairos in the 1960s Lingerie Ad

In the 1960s women were beginning to free themselves from the constraints of American societal expectations for women. During this time, women were beginning to fight for right, such as, equality in the work place and equal pay. The feminist movement of the 1960s also allowed women to become more comfortable with being more "sexy." The release of this advertisement encouraging women to "feel free to be beautiful" is perfectly timed with the change in the role of the woman in American Society. By using what looks like an average looking woman to  model their lingerie, Warners would have contributed to the movement.

Ethos in the 2014 Victoria's Secret Ad

Victoria's Secret has a lot of extrinsic ethos due to it's establishment of being a company for almost 40 years. Throughout that time, they have released many different ads and become one of the most well-known lingerie companies. Victoria's Secret is very skilled in providing customers with the products they want. This is shown in the 2014 ad because even though the name "Victoria's Secret" is not printed on it, when women look at it, they will recognize the model type and lingerie style that is being displayed as Victoria's Secret. The intrinsic ethos that Victoria's Secret uses is in the slogan "A Body for Every Body". The company is trying to persuade the consumers that their lingerie is for everyone, even though there is roughly only one body type shown in the actual ad. Another example of the company's intrinsic ethos is their annual fashion show. This fashion show displays the "Victoria's Secret Angels" wearing elaborate angel wings with the designer-looking lingerie. When the targeted women watch this fashion show, they want to buy the lingerie to try to look like the models. This fashion show also ties into the extrinsic ethos Victoria's Secret has, as this adds to their reputation.

Audience of the 1960s Lingerie Ad

For the Warners "Floating Bra Corselette" lingerie ad, the targeted audience are middle-age women. These women are looking to feel sexy and "free" - as quoted on the ad itself. Using a woman who appears to be around the same age, will give the targeted customers a sense of hope to achieve the beauty that the woman in the ad displays. In the 60s, the feminist movement was prevalent, and this ad plays into that by showing a woman being "free", and not being restricted. The targeted middle-age women will be knowledgable of this feminist movement; some may even be apart of it. This correlation ties into the women buying the product as they enjoy the ad and how it displays the woman.