Selling Female Body

In light of theories put forward by Charles S.Peirce,Jean Baudrillard and Roland Barthes,the paper aims at making a thorough semiotical inquiry into the creation of myth in the branding of Victoria's Secret.According to the typology of sign proposed by Perice,there are three kinds of signs including icon,symbol and index.In the consumer society where sign value of products are of more importance than their use value,these signs are widely applied to advertising for the purpose of stimulating desires for consumption.Barthes states that behind the sign analysis of the linguistic system,there is the mythological system.He points out that mythologies are formed to perpetuate ideas of society that adheres to the current ideologies of the dominant class and its media.Based on these theories,this paper focuses on the application of signs in Victoria's Secret,revealing the secret of its large success.This paper argues that the brand has been constructing an iconic fantasy world through advertising with the intention to establish and maintain its relationships with consumers.And to further the discussion,the symbol signs in Victoria's Secret are also analyzed.The brand has transformed its three essential components including its brand name,contracted models and annual fashion show into symbols representing its brand culture.After making an in-depth analysis of the icons and symbols in Victoria's Secret,the author finds out the sign value of thebrand is mainly constructed through female body.The secret of Victoria's Secret is selling female body by creating its own myth catering to the ideologies of consumer society and patriarchal society.The branding of Victoria's Secret takes advantage of female body and implies mythic meanings in its brand perception for commercial profits.The paper discloses the reasons for the brand's success.