1. How has fashion advertising changed since the mid-twentieth century? What are some of the differences between ads that appeared before 1959s and those from 1950s, 1960s, and today?
The turning point for fashion advertising came with the development of mass media and the popularity of ready-to-wear garments during the 1920s. During the end of modern period, functionality and value were of main focus for fashion. The post modern advertising dynamics (1960s to modern day) took on a more psycho logic approach, a term refered to as hyperreality. This hyperreality appeals to our emotional and neurological senses which consequently re-programs a consumers perception, or in other words, re-associates the actual product with the story the ad campaign is trying to convey
2. What are some of the theories related to fashion branding (i.e., Barthes and Baurdillard)? What do they say about fashion branding as a means of communicating with consumers? How do the contemporary ideas of Hamilton, DeBord, Agins, Gobe, and McCracken relate to those of Barthes and Baurdrillard?
The post modern era brought along new ideas and perception towards fashion and its branding dynamics. “French philosopher Roland Barthes believed that a garment is presented in the fashion system at three distinct levels: the real garment or actual garment itself, the terminological garment which signifies the word, and the rhetorical written garment which includes how the clothing is described through words”. Jean Baudrillard, an influential theorist, had a similar theory which highlighted on the principles of rhetorical descriptions and how a hyperreality had the power to rewire consumer’s buying analysis, create surreal life scenarios, and present them to consumers as real. Contemporary studies from Hamilton, DeBord, Agins and Gobe complimented the idealist of the postmodern era but added a variety of interesting points in regards to advertising and its psycho logic impact on society
3. What types of meaning does Grant McCracken associate with fashion products? Do you agree or disagree? If you disagree, what would you add to or delete from his list? Give an example of one of the meanings
Another interesting research made by Grant McCracken emphasizes that “studying clothing is essential to understanding the cultural evolution of society”. His research model proposes that a brands meaning is based out of a combination of demographics, psychographics, and sociographics such as: gender, lifestyle, decade, age, class and status, occupation, time and place, value, fad, fashion and trend meaning. I personally agree 100% with McCracken, all factors play a major role in the consumer’s buying decision. Ex. Appealing to a consumer’s lifestyle is a powerful tool since the product isn’t only viewed as functional but it is also multi-utilitarian
No comments:
Post a Comment