“维多利亚的秘密”的秘密
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摘要
维多利亚的秘密"是美国本土的内衣品牌,它以其每年的品牌广告与独特的内衣大秀影响着全球的服装与时尚圈。文章针对"维多利亚的秘密"品牌暗存的不为人知的怪象问题,运用调查法、分析法等,得到"维多利亚的秘密"品牌带给众人扭曲的审美文化与变态的消费心理的结论。研究表明:①从运营模式角度看,"维多利亚的秘密"内衣时装秀是一种典型商业运作模式;②从女性主义的角度看,"维多利亚的秘密"是消费女性身体的行为;③从文化的角度看,"维多利亚的秘密"是一种旧时代的伪文化;④从服装设计的角度看,"维多利亚的秘密"是一种浮夸的表现手法;⑤从产品的角度看,"维多利亚的秘密"是一种工艺复杂的艺术品。
Victoria's secret is a US-based un derwear brand that influences the world's clothing and fashion world with its annual brand advertising and unique lingerie show. This paper revealed the hidden problem of the Victoria's secret brand through methods of investigation and analysis, and discussed how the Victoria's secret brand brought about the distorted aesthetic culture and abnormal consumer psychology. The research shows that: ①from the perspective of operational mode, the underwear fashion show of Victoria's secret is a typical business operation mode; ② from the perspective of feminism, the show is the behaviour of consuming women's body; ③from a cultural point of view,the show is a pseudoculture of the old times; ④ from the perspective of fashion design, the show is a kind of exaggerated expression technique; ⑤from the perspective of products, Victoria's secret is a piece of complex art.
Victoria's secret is a US-based un derwear brand that influences the world's clothing and fashion world with its annual brand advertising and unique lingerie show. This paper revealed the hidden problem of the Victoria's secret brand through methods of investigation and analysis, and discussed how the Victoria's secret brand brought about the distorted aesthetic culture and abnormal consumer psychology. The research shows that: ①from the perspective of operational mode, the underwear fashion show of Victoria's secret is a typical business operation mode; ② from the perspective of feminism, the show is the behaviour of consuming women's body; ③from a cultural point of view,the show is a pseudoculture of the old times; ④ from the perspective of fashion design, the show is a kind of exaggerated expression technique; ⑤from the perspective of products, Victoria's secret is a piece of complex art.
引文
[1]梁文倩,钟蔚. 2007~2016年“维多利亚的秘密”赏析(下)[J].服饰导刊, 2017(5):58-72.LIANG Wen-qian, ZHONG Wei. Appreciation of“Victoria's Secret”Underwear Show from 2007 to2016(Part 2)[J]. Fashion Guide, 2017(5):58-72.
[2]佚名.品牌故事:维多利亚的秘密(Victoria's Secret)[J].中国纤检, 2015(16):68-69.Anonymous. Brand Story:Victoria's Secret[J]. ChinaFibre Inspection, 2015(16):68-69.
[3]刘佳.“维多利亚的秘密”营销策略中的美学运用探究[J].新闻研究导刊, 2018(3):75、97.LIU Jia. Study on the Aesthetic Application ofMarketing Strategy in the “Victoria's Secret”[J].Journal of News Research, 2018(3):75、97.
[4]李奕欣,孔凡静.维多利亚的秘密内衣秀对其品牌的推动[J].艺术科技, 2017(6):274.LI Yi-xin, KONG Fan-jing.Victoria's Secret Under-wear Show Promotes Its Brand[J]. Art Science andTechnology, 2017(6):274.
[5]服装新闻.维多利亚的秘密:“诱惑”的品牌之道,纺织服装资讯网,男装,女装,童装,内衣[EB/OL].[2018-05-17],http://www.fz356.com.Clothing News. Victoria's Secret:“Tempting”BrandRoad, Textile and Apparel Information Network,Men's Wear, Women's Wear, Children's Wear,Underwear[EB/OL].[2018-05-17], http://www.fz356.com.
[6]纪瑞婷.文字图形化在服装设计中的应用[J].大众文艺, 2015(18):71.JI Rui-ting.Application of Graphical Graphics inFashion Design[J]. Popular Literature, 2015(18):71.
[7]杨月.图案在服装结构设计环节中的应用性研究[D].武汉纺织大学, 2017:1.YANG Yue. Application of patterns in the design ofgarment structure[D]. Wuhan Textile University, 2017:1.
[8]杨荟涵.黔东南地区苗族的图案研究及设计创新[D].北京服装学院, 2017:25.YANG Hui-han. Pattern research and design innovationof Miao nationality in southeastern Guizhou[D].Beijing Institute of Fashion Technology, 2017:25.
[9]肖楠.浅析男女服装结构设计的协调与对立[J].艺术教育, 2017(z3):221-222.XIAO Nan.Analysis of the Coordination and Opposi-tion of Men's and Women's Clothing Structure Design[J]. Art Education, 2017(z3):221-222.
[10]王妤婕.中国传统民族文化在当代服装设计中的运用[J].纺织报告, 2018(3):73-75.WANG Yu-jie. The Application of Chinese TraditionalNational Culture in Contemporary Costume Design[J].Textile Report, 2018(3):73-75.
[2]佚名.品牌故事:维多利亚的秘密(Victoria's Secret)[J].中国纤检, 2015(16):68-69.Anonymous. Brand Story:Victoria's Secret[J]. ChinaFibre Inspection, 2015(16):68-69.
[3]刘佳.“维多利亚的秘密”营销策略中的美学运用探究[J].新闻研究导刊, 2018(3):75、97.LIU Jia. Study on the Aesthetic Application ofMarketing Strategy in the “Victoria's Secret”[J].Journal of News Research, 2018(3):75、97.
[4]李奕欣,孔凡静.维多利亚的秘密内衣秀对其品牌的推动[J].艺术科技, 2017(6):274.LI Yi-xin, KONG Fan-jing.Victoria's Secret Under-wear Show Promotes Its Brand[J]. Art Science andTechnology, 2017(6):274.
[5]服装新闻.维多利亚的秘密:“诱惑”的品牌之道,纺织服装资讯网,男装,女装,童装,内衣[EB/OL].[2018-05-17],http://www.fz356.com.Clothing News. Victoria's Secret:“Tempting”BrandRoad, Textile and Apparel Information Network,Men's Wear, Women's Wear, Children's Wear,Underwear[EB/OL].[2018-05-17], http://www.fz356.com.
[6]纪瑞婷.文字图形化在服装设计中的应用[J].大众文艺, 2015(18):71.JI Rui-ting.Application of Graphical Graphics inFashion Design[J]. Popular Literature, 2015(18):71.
[7]杨月.图案在服装结构设计环节中的应用性研究[D].武汉纺织大学, 2017:1.YANG Yue. Application of patterns in the design ofgarment structure[D]. Wuhan Textile University, 2017:1.
[8]杨荟涵.黔东南地区苗族的图案研究及设计创新[D].北京服装学院, 2017:25.YANG Hui-han. Pattern research and design innovationof Miao nationality in southeastern Guizhou[D].Beijing Institute of Fashion Technology, 2017:25.
[9]肖楠.浅析男女服装结构设计的协调与对立[J].艺术教育, 2017(z3):221-222.XIAO Nan.Analysis of the Coordination and Opposi-tion of Men's and Women's Clothing Structure Design[J]. Art Education, 2017(z3):221-222.
[10]王妤婕.中国传统民族文化在当代服装设计中的运用[J].纺织报告, 2018(3):73-75.WANG Yu-jie. The Application of Chinese TraditionalNational Culture in Contemporary Costume Design[J].Textile Report, 2018(3):73-75.