Group: Women
Summary: I am discussing a viral picture that compares the advertising techniques of Victoria’s Secret and Dove. Victoria Secret is using a “Love My Body Campaign. In the picture shown below, there are seven Victoria Secret models standing next to one another wearing revealing underwear. The body types of the women are all the same, which seems impossibly then. The Dove “Real Beauty” campaign can be seen directly underneath the Victoria Secret advertisement. In the Dove advertisement, there are eleven women standing shoulder to shoulder also just wearing underwear. This advertisement contains a wider range of women in size, relating to a larger group of people.
Analysis: Dove and Victoria Secret have very similar looking ads, but sell completely different products. Victoria Secret is trying to make people believe that women will look like these models if they wear their products. From the title of the campaign, it can also be inferred that they want women to love their own body, but the images tell a different story. Since all of the models have nearly identical body types, they are favoring a very thin and fit body, which even looks emaciated. This image is consistent with many of the images seen in media. The designer who combined these photos is attempting to point out the flaws in Victoria’s Secret campaign. While Victoria Secret is trying to tell women to love their own bodies, Dove is displaying models that are more closely related to the public. Since Dove does not participate in retail advertising but wants to show their commitment to their customers. They believe women can be beautiful no matter their shape or size, a positive social message for women seeing the advertisements. They may not feel the pressure to conform to the Victoria Secret model’s body type if other large companies are using models like them. Dove’s “Real Beauty” campaign is showing how Victoria Secret is misguiding customers into believing the lingerie company cares for their body.
Conclusion: The picture comparing Victoria Secret and Dove campaigns is a pro social campaign designed to help people realize the hypocrisy of the “Love My Body” advertising campaign.