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Advertisement Evaluation Essay

In: English and Literature

Submitted By ksusha888
Words 1126
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In the article “Study: Victoria's Secret Bags Have Sexy Side Effect” by Paul Kix is about an interesting experiment. Deborah Roedder John, a professor of marketing at the University of Minnesota's Carlson School of Management. Deborah Roedder John and her colleagues performed 85 experiments with women in a mall. They asked them to participate in a survey with special questions about their self-perception. The participants were asked to walk around walk throughout the mall with one of two types of shopping bags for one hour. One group of women “reported to the researchers that they felt more sensual and glamorous simply for carrying the bag.” This bag was from Victoria’s Secret. (KIx,2010). I have same “side effect” from a Victoria’s Secret carrying their bags. Everything from Victoria’s Secret makes me happy. One may ask where the secret of Victoria’s Secret is? Maybe one power of Victoria’s Secret is in the effectiveness of their advertisement. This talk deserves consideration. Victoria’s Secret advertisements are impressive, successful, and useful for me as a buyer for several reasons. The company was created by a man for women, so there is no doubt that men will appreciate the clothes of this brand. One can select a convenient way of shopping: the catalog, online store or European-style boutiques. In addition to lingerie, Victoria's Secret sells a wide range of products designed to make women look beautiful and well groomed. Each advertisement from Victoria’s Secret is a small hymn of beauty where we can see the beautiful and popular top models in clothes from Victoria’s Secret. What is more, Victoria's Secret not only sells clothes, but every year the brand arranges Victoria’s Fashion Show with their new collection, where one can see the Angels of Victoria's Secret.
Victoria's Secret was created by Roy Raymond more than 30 years ago. The motive for creating this company was a curious story. Roy Raymond tried to buy lingerie as the gift for his wife, but he found out that it was almost impossible for a man to get women's lingerie. Raymond decided to open special lingerie stores with helpful sales staff where a man can find special gift for his woman and will not feel embarrass when he is choosing women's lingerie. It is an idea that was successfully created in life and now Victoria's Secret is the largest American lingerie retailer and very popular around the world. As a woman who likes romantic surprise from my husband, I appreciate that Victoria’s Secret provides the opportunity for each man to be romantic purchasing an item from the company for his woman.
Victoria’s Secret has very comfortable options for shopping. People who like traditional shopping can find a store near to them usually in a mall. Victoria’s Secret boutiques have a beautiful European design. Everywhere they have pictures with Victoria’s Secret Angels, fitting rooms are relaxed and well decorated, and people can enjoy romantic music. People who prefer internet shopping will not be disappointed. The internet store has everything and even more. People from USA or other countries could order the lingerie, women’s clothing, and accessories. Victoria’s Secret catalogue is a boutique is delivered to mailboxes. Every three months, people can obtain Victoria’s Secret catalogue with a new collection of lingerie and women’s clothing, different coupons, and unbelievable sales. They give opportunity to make shopping on the coach at home. Advertisement from Victoria’s Secret inform women about sale or special days for discount, so they can plan to be economical and make shopping on those special days which makes me feel good.
Victoria's Secret was started as a women's lingerie store. Exclusive models of lingerie were sold at an affordable price. Women appreciate this brand, Victoria's Secret has won the love and popularity and continue to grow. Today, Victoria's Secret has everything for beauty of women, men, and girls. The women who take care of herself can find everything for her beauty: cosmetics, perfumes, and skin care. Also women can buy fashion clothes, comfortable and beautiful shoes, pajamas, swim suits, etc. Girls can purchase clothes for sports, lovely pajama or lingerie from Pink. Even men have something from Victoria's Secret. They launched several colognes and aftershave for men. Thus, Victoria's Secret is not only a women's lingerie store anymore, it is a popular brand for everybody.
Each Victoria's Secret advertisements give the sensation of fireworks and celebration. The beautiful attractive women are introducing the brand. Every woman wants to associate with them and buying clothes from Victoria's Secret, makes her one step closer to his dream. The annual Victoria's Secret Fashion Show is a great event, which is already 10 years old and people can watch on TV. Victoria's Secret Angels are some of the most beautiful women in the world. Women believe that if they would have the same clothes, then they will have the same attractiveness, as well as Victoria's Secret Angels. Surprisingly, the lingerie which is often hidden under the outer clothes largely depends on the mood of women and advertising helps them to believe it. In "The Power of Advertising", authors Aronson, Wilson, and Akert (2005) states that "many advertisements take the emotional approach" (para. 1, p. 676). I believe that Victoria's Secret commercials have the same effect for me, because Victoria's Secret advertisements "play to people's emotions, trying to associate feelings of excitement, youth, energy, and sexual attractiveness with the brand" (para. 1, p. 676). Probably, I recognize that even I will have Victoria's Secret lingerie. I am not the top-model, but it gives me a pleasant sense of self and irresistible appeal. All these positive feelings arise when I wear beautiful and comfortable clothes from Victoria's Secret

What is lingerie? Basically, it is women's underwear and night clothes. Each woman could have a trip to a department store and she will find hundreds of pieces of lingerie there. However, Victoria's Secret is extremely popular among people, especially women. Do they have special lingerie? Maybe, but it is not crucial. Victoria's Secret sells more than lingerie, they sell sweet dream with their lingerie. A sweet dream that each woman is hiding her heart, dream to be a Princess. It is a miracle. Victoria's Secret advertisements are powerful and great, they give women confident that everything will be perfect, if she will have their product. I want to believe them. Thus, I will continue to be their buyer, even if they are selling only illusion.

Reference List:
1. Kix, P. (Sept. 23 2010). Study: Victoria's Secret Bags Have Sexy Side Effect. Retrieved from http://www.aolnews.com/nation/article/study-victorias-secret-bags-have-sexy-side-effect/19642333

2. Aronson, E., Wilson, T., & Akert, R. (2005). The Power of Advertising. College Reading and Writing. Boston: Pearson Education, Inc.…...

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