Ads must find true customer to get intimate

Carmichael, Matt
October 1999
Advertising Age;10/18/1999, Vol. 70 Issue 10, p58
Trade Publication
This article criticizes the Intimate Brands' Victoria's Secret lingerie advertisement on the Internet created by Women.com. This advertisement is not some unrealistically built woman looking good in lace. Rather, it is a mildly unrealistically built woman looking good with a hunky guy wrapped around her. The copy reads "Add a little something to your romance," which if you miss the click here line below, almost sounds like a house advertisement for a Cosmo-esque quiz on how to please your guy. As right as it is to create a different look for a different audience, the marketer is kept a secret, which could be a mistake for one of the strongest brands in its industry. And it means that anyone who does not click through gets no message from the marketer.


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