A Rhetorical Analysis Of Victoria's Secret

In a world where women’s sensuality is a sign of alluring power, Victoria’s Secret is undoubtedly one of the most successful companies to capitalize from this aspect of women. From sleepwear to sportswear, Victoria’s Secret has expanded its production to fit every woman’s daily agenda, ensuring that no matter the event, Victoria’s Secret is there for you. In the company’s 2016 Sport TV Commercial, Victoria’s Secret markets sports bras to young women across the nation, as the company continues its prominent influence in the fashion industry. The reason behind the Victoria’s Secret ad’s success is through its strong use of pathos and ethos, although the ad lacks logos.
The commercial begins when three women fill the screen and walk towards the

The models in the advertisement are far from average American women. The models represent the “ideal” American doll with tall, long legs; a “naturally” tanned complexion; and a waist size under 26 inches. Many Americans resonate with and aspire to achieve this image of beauty—regardless of how infeasible it may be. Consequently, when the Victoria’s Secret models kickbox, rock climb, or run on the beach, the audience desires the same look when they work out. So, the next time that a young woman shops for some new workout clothes, she buys from Victoria’s Secret because she’ll be one step closer to looking like a VS

In all of the clips, the models are well backlit, giving the appearance that the women are glowing. When the video spotlights the models, the light emphasizes and pulls the viewers’ attention to the model and the sports bras. The same effect occurs because of the colors in the video. Victoria’s Secret juxtaposes the subdued colors of the background with the pop of vibrant colors in the sports bras. Consequently, the contrast of colors, like the lighting, draws the audience’s eyes towards the product. Finally, the phrase “The World’s Best Sports Bras” flashes on the screen, each word separated into different frames that are shown between action clips. Not only do the words themselves elicit the idea that there is no better brand than Victoria’s Secret from which to buy, but the words are split into different clips to dramatize the message. For every additional word that flashes, the commercial builds tension towards the final message, emphasizing that VS sports bras are truly the world’s