Victoria's Perfect Body Campaign Analysis

Advertising is regarded by Wernick (1991) as the fictive process of representation. With the purpose of generating a market demand, production and promotion are integrated. In other words, promotional culture tends to shape consumer’s behavior and desire through producing and presenting particular sign value to promote a product. In effect, an advertisement tells the masses the way to behave and encourages unhealthy behaviors, which has a negative impact. For instance, body image on billboards and magazines leads to an aesthetic that excessive thinness is an ideal of women’s body shape. Victoria’s Secret’s ‘Perfect Body Campaign’ produces an unrealistic ideal of women’s beauty, which becomes a standard to measure what is a perfect woman’s body.