Written to the song: Tranquila — J. Balvin
“No matter what people tell you, words and ideas can change the world”
— Robin Williams
Victoria’s Secret is the famous bra store known for their ultra-padded bombshell bras which are comfier than my bed. The largest retailer of bras known for their “customer support” (ha) has now offended people with their new campaign. The new line of bras has now introduced “bralettes” — bras with no padding. I repeat — NO padding, which is unheard of at Victoria’s Secret.
Why is this controversial? The new campaign features models wearing bralettes, having the time of their lives (maybe cause their bras aren’t suffocating them?) with the caption: “No padding is sexy now!”
They could have used so many other fun one-liners, like: “bra, lette’s have fun”, “Go wireless”, “We braless” (in the tune of Beyoncé's Flawless).
Dictionary.com defines now as “at the present time or moment” (dictionary.com, 2016). This advertisement implies that before Victoria’s Secret came out with this new line of bras, bralettes were simply unsexy — and customers are not thrilled.
Words are powerful, and (if used properly) can help you sell the product you are marketing. To many purchasing Victoria Secret’s new bralette, they will happily purchase the product (because bralette’s are fun and Victoria Secret is great). On the other hand, people are pretty rattled by the way this product was marketed, as words have connotation and reveal the company’s intentions and values. Another popular lingerie store, Aerie, uses words such as “empower”, “real”, and “perfect” to market their lingerie rather than “sexy now”. Oy Victoria Secret. Always leaving a sour taste in the publics’ mouths.