Thursday, October 1, 2015
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.
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I really like that you mentioned how contradictory the slogan and the models in the ad are. The ad shows that the company(and generally the whole fashion field) thinks that only tall and thin people can be considered as beautiful and stylish. You might also want to talk about only well known models can be in the fashion show and how that helps establish the ethos of the brand.
ReplyDeleteI never really thought about the extrinsic ethos of companies. It makes sense when you think about it. A lesser-known brand might be thought of less of an expert on fashion. Do you think that representing only one body type degrades some of their ethos? I think that maybe it does as a rhetorical statement but it doesn't seem to be hurting their sales so I guess people don't care that much.
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Good job overall! I like how you mentioned that the annual Victoria's Secret Fashion Show contributes to both intrinsic and extrinsic ethos. However, since VS had to change its slogan from "The Perfect Body" to "A Body for Every Body," which hilariously enough doesn't even agree with the picture used, in an attempt to do damage control, I would talk about how this fiasco damaged their reputation and detracted from their extrinsic ethos.
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