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Backe, Peter N. "The role of fashion supermodels in advertising." Thesis, University of Oxford, 2000. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.365548.
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Ford, Jennifer. "Fashion advertising, men's magazines, and sex in advertising : a critical-interpretive study." [Tampa, Fla] : University of South Florida, 2008. http://purl.fcla.edu/usf/dc/et/SFE0002358.
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Ford, Jennifer. "Fashion Advertising, Men’s Magazines, and Sex in Advertising: A Critical-Interpretive Study." Scholar Commons, 2008. https://scholarcommons.usf.edu/etd/246.
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This study examines sexualized portrayals of women in fashion advertising found in metro-sexual men's magazines as visual rhetoric. Historically, studies on sexual images of women in advertising have focused on content analyses of these images and how they affect women. This study asks how sexualized imagery of women functions rhetorically as part of a branding message designed to sell products. The exemplar advertisements were chosen specifically for their sexual imagery from an earlier study by the researcher on sexual images of women in fashion advertisements found in men's magazines.
The messages interpreted within the visuals of this study reveal a current slice of history in terms of gender and sexuality. In the case of this study the constructed "ideal" heteronormative view of gender, masculinity, femininity, and sexuality are what are for sale; they are the merchandise to be purchased. Women are present in the exemplar ads as an accessory to prove and support heterosexual masculinity through sex, as if to ward off any ideas that metro-sexual men may be anything but heterosexual.
Though we cannot generalize beyond these five magazine ads, we can think of the exemplar ads as a small sample of contemporary culture. The narratives of these ads suggest that man continues to be the prevailing figure in terms of importance and power relative to woman, who is subordinate to man. This thesis supports prior research on women in advertising where men are more important than women, and the ads in this thesis continue to define masculinity and femininity in classic patriarchal and heterosexual terms. However, this thesis adds important critical-interpretative work through visual rhetorical analysis on advertising in men's metro-sexual magazines to a body of research that includes very little of such work.
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Slaton, Kelcie Shaelyn. "Best Practices in Targeted Advertising for Fashion Entrepreneurs." Thesis, University of North Texas, 2017. https://digital.library.unt.edu/ark:/67531/metadc1011865/.
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A key to a business's success is reaching the target market. This ensures that consumers are exposed to the retailer's offerings and by turn, inspired to purchase. In turn, the business can reach its goal of a profitable organization. The purpose of this paper was to determine the most effective fashion advertising appeals for reaching target markets. To address these issues, this thesis consisted of two studies. The purpose of the first study was to determine the advice given to fashion entrepreneurs regarding effective target market practices. The purpose of the second study was to determine effective advertising strategies fashion entrepreneurs may employ for effectively reaching target markets. Data was collected to test the effectiveness of the advice from Study 1, degrees of brand awareness, attitudes towards advertising, willingness to follow trends, purchase intention, purchase behavior, and shopping involvement. The Theory of Reasoned Action was employed as the theoretical framework of the study. The framework was utilized to predict that attitudes towards targeted advertising and pressure to follow fashion trends would positively relate to intent to purchase which, in turn, would positively relate to purchase behavior. The results of this paper concluded the TRA model provided a proper framework to predict purchase behavior from targeted advertising employed by fashion entrepreneurs.
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Stelzer, Blenda R. "Full advertising campaign for Collegienne Shops." Virtual Press, 1986. http://liblink.bsu.edu/uhtbin/catkey/491460.
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Presented in the creative project is a full advertising campaign for Collegienne Shops, a department store located in Muncie, Indiana adjacent to the campus of Ball State University. The campaign utilized a newly developed logo together with new color schemes and concepts to create a new image for the store. The goal of this new image was to attract younger, college aged customers, while continuing to appeal to the traditionally affluent, older clientele, with no large adjustments in the store's product lines.The new logo, color schemes and concepts of the advertising campaign, coupled with new store interior displays and exterior modifications were calculated to present a new image for Collegienne Shops, apart from that of its parent company, Ball Stores [of Muncie]. Currently the store markets the same line of women's clothing and accessories as Ball Stores, and projects a decidedly similar image through its advertisements and in-store atmosphere.The new logo and design concepts were incorporated into the company letterhead, a business card, an envelope, a tractor-trailer truck, a shopping bag, T-shirts, packaging designs, posters and numerous print ads.Also developed was a complete concept for a television commercial, along with novelty and point of purchase items, premiums, as well as interior displays and exterior modifications, including a design for a large sculpture for the store's sidewalk.The project is presented in manual form to share the experience and assist other students with their own graphic design projects.
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OLIVEIRA, BEATRIZ D. AVILA RENAULT DE. "RECOMMENDATION OR ADVERTISING?: A STUDY ON FASHION BLOGS CREDIBILITY." PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIRO, 2014. http://www.maxwell.vrac.puc-rio.br/Busca_etds.php?strSecao=resultado&nrSeq=24537@1.
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PONTIFÍCIA UNIVERSIDADE CATÓLICA DO RIO DE JANEIROCOORDENAÇÃO DE APERFEIÇOAMENTO DO PESSOAL DE ENSINO SUPERIOR
PROGRAMA DE SUPORTE À PÓS-GRADUAÇÃO DE INSTS. DE ENSINO
Os blogs de moda atraem uma grande audiência de mulheres em busca de inspirações sobre como se vestir. As leitoras procuram seguir as sugestões de autoras de bom gosto, com características demográficas similares às suas, e em que possam confiar. Este é o principal benefício oferecido pelo blog quando comparado às mídias tradicionais: ao blog é atribuído maior confiança, visto que as autoras estariam livres de vieses e representariam a consumidora comum. No entanto, sabe-se que um número considerável de autoras de blogs recebem presentes e recompensas financeiras para recomendar um produto em seu canal. Este fenômeno ocorre de duas maneiras diferentes: ou a autora admite a existência de uma parceria entre ela e a marca que recomenda, ou oculta esta parceria – fato este que tem levantado importantes questões éticas. Este estudo buscou identificar se a credibilidade do blog é afetada quando há indícios de que a autora omite seu vínculo com a marca que recomenda. Através de um experimento conduzido online com amostragem por conveniência, 350 questionários foram respondidos, sendo 157 válidos. Foi criado um endereço eletrônico que, de acordo com a determinação de algoritmos, apresentava ora blog e biografia de uma autora favorável à prática de identificar publicações patrocinadas, ora de uma autora que busca omitir seu vínculo com o produto que recomenda. O experimento comparou as médias para os construtos Confiança, Atitude e Intenção de Seguir Recomendação, onde apenas este último apresentou diferenças significativas entre as médias. O construto Credibilidade da Fonte também foi medido, indicando que os respondentes não são favoráveis à presença de propaganda nos blogs.
Fashion blogs attract the interest of a large audience of women in search for dressing inspiration. The readers look for suggestions from neatness bloggers with demographic characteristics similar to their own, and who they can trust. The main benefit offered by blogs when compared to the traditional media is the reliability conferred to the blog, since the authors would be free of biases, representing the common consumer. Nevertheless, it is known that a considerable number of bloggers receive gifts and financial income to recommend products in their websites. This phenomenon occurs in two different ways: either the author recognizes the existence of a partnership with the recommended fashion brand, or conceals this partnership. This occurrence has provoked important ethical questions. This study focused on identify if the blog s credibility can be affected when there is evidence that the authors are hiding their connection with the recommended fashion brand. To answer this question, an online experiment with convenience samples resulted in 350 answered questionnaires, from which 157 were valid. It was created a website that, in accord with determination of algorithms, presented two types of blogs: one where the author is favorable to the practice of identifying sponsored posts, and another where the author seeks to hide a link with the brand that is recommended. The experiment compared the average for the theoretical constructs Reliability; Attitude and Intention to Follow Recommendation, which was the only one that presented substantial differences between the averages. The theoretical construct Source Reliability was also measured, indicating that the respondents are not favorable to the presence of propaganda in fashion blogs.
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Paitoonmongkon, Chanoknart. "The public relations campaign for Bangkok fashion week, Thailand." CSUSB ScholarWorks, 2005. https://scholarworks.lib.csusb.edu/etd-project/2938.
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The purpose of this project is to apply public relations theoretical frameworks and advertising strategies to the public relations campaign for Bangkok Fashion week to increase the number of domestic participants.
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Elvish, Andrew William. "Death becomes her : the death aesthetic in/as fashion advertising." Thesis, National Library of Canada = Bibliothèque nationale du Canada, 1997. http://www.collectionscanada.ca/obj/s4/f2/dsk2/ftp04/mq26023.pdf.
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LaCaze, Tray. "The Changing Face of Ralph Lauren's Advertising: A New Lifestyle Image and Increased Nudity." Thesis, University of North Texas, 2001. https://digital.library.unt.edu/ark:/67531/metadc2887/.
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Advertising, which is an important sales tool for brands to the masses, may produce lasting impressions of a company and its products. These impressions rely on a consistent message over time to maintain a brand's image. This study examines how Ralph Lauren's advertising images have changed from a country club lifestyle image to urban/hip. In addition, the study examines the increased use of nudity and sexual imagery in Lauren's advertising. The findings were obtained by content analyzing all Ralph Lauren advertisements appearing in Gentlemen's Quarterly magazine from 1980 to 2000 (N=283). The study finds that Ralph Lauren lifestyle images have become more urban/hip, and that Lauren's advertising is utilizing more nudity, sexual interaction, and homoerotic imagery. By examining Ralph Lauren's shifting brand image via its advertising, this study contributes to a greater understanding of the connection between advertising and a company's brand image.
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Lo, Mun-sze Anita. "City as fashion : urban transformation of Causeway Bay /." Hong Kong : University of Hong Kong, 2002. http://sunzi.lib.hku.hk/hkuto/record.jsp?B25949044.
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Barry, Benjamin. "A dream we can believe in : a cross-cultural analysis of consumers' responses to models and promotional copy in fashion advertising." Thesis, University of Cambridge, 2012. http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.610449.
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Tallvod, Lynn. "Sadvertising : Communicating the problems of the fashion industry." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-15194.
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This work serves as a way of communicating the dark side of fashion to provoke change. Consumers is placed in the loop that consists of consumerism, fast fashion and advertising, and this work will try to expose that loop. This work aims to critique how fashion is consumed and sold through printing images from the dark side of fashion in combination with texts from advertisements to open up a conversation. The method to do this is by digital printing and transfer printing images from the dark side of the fashion industry on sustainable materials, combining the images with advertising texts. Through this the viewer is invited into conversation about the problems with subtle provocation by making the viewer emotionally involved.
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Abdulrahman, Abubakar, and Citra Hussien. "The Role Of Online Video Advertising In Brand Awareness." Thesis, Karlstads universitet, Handelshögskolan (from 2013), 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-75032.
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The purpose is to examine the role of online video advertising in brand awareness. In order to provide marketers information regarding the impact online video advertising has on its customers, as online video advertising is increasing in relevance in terms of creating brand awareness.
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Lin, Yi. "Comparative Analysis of Advertising Value Appeals Reflected in U.S. and Chinese Women's Fashion Print Advertisements." Digital Commons @ East Tennessee State University, 2009. https://dc.etsu.edu/etd/1809.
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Analyzing 549 advertisements in Chinese and U.S. women's fashion magazines, this research studies the role of western culture in reshaping Chinese cultural values in terms of modernity, tradition, individualism, and collectivism as well as in the use of western fashion models and language. Results indicate that there is no statistical difference in individualistic and modernity values between U.S. and Chinese print ads in women's fashion magazines. In 1 of the product characteristics, shared products, collectivism values in Chinese ads are not found more than those in U.S. ads as it is assumed. In addition, almost half of the Chinese ads employ western models and only 2 out of 226 Chinese ads are applying merely Chinese language to name the brand. The implications for future research and limitation of this study are discussed.
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Daemi, Zohreh. "Effective Internet Marketing Strategies for Online Fashion Jewelry Businesses." ScholarWorks, 2018. https://scholarworks.waldenu.edu/dissertations/6195.
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Small business owners who fail to apply effective Internet marketing strategies could negatively affect customers' purchasing decisions, and business profitability and sustainability. The purpose of this multiple case study was to explore effective Internet marketing strategies online fashion jewelry business owners used to maintain or increase profit levels. Competitive advantage theory was the conceptual framework for the study. Data were collected via semistructured interviews with 3 online fashion jewelry business owners located in the northeastern region of the United States who were in the same business for more than 5 years and generated at least $100,000 in annual revenue. Additionally, data were collected with a review of company documents pertaining to the profit levels of the businesses. Data were analyzed using word frequency and coding to determine themes. Six key themes emerged from the data: (a) Internet marketing strategies, (b) social media marketing strategies, (c) market research and retargeting strategies, (d) brand building strategies, (e) e-mail marketing strategies, and (f) marketing strategies for customer relationship management. The implications of this study for positive social change include the potential to create jobs and economic growth. The findings of this study could increase the quality of life for stay-at-home parents or assist disadvantaged individuals who host online businesses by offering proven Internet marketing strategies to increase their business longevity, profitability, and potentially lead to stronger and safer communities.
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Bosnitch, Katherine. "A little on the wild side : Eaton's prestige fashion advertising published in the Montreal Gazette, 1952-1972." Thesis, National Library of Canada = Bibliothèque nationale du Canada, 2000. http://www.collectionscanada.ca/obj/s4/f2/dsk1/tape2/PQDD_0016/MQ47870.pdf.
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Acharya, Anjali, and Lycke Ristimäki. "What do consumers say? : Exploring Consumers' Opinion on Femvertising in Fashion." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-22075.
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Fashion advertising has long been repudiated for fostering narrow and stereotypical imagery of women. Today consumers demand advertisements to be inclusive and real in their portrayals. As a result, there is an increasingly visible marketing phenomenon, called Femvertising, which merges the feministic ideology of empowerment and liberty with brand image and sales. The purpose of the study is to explore consumers’ opinions about femvertising by fashion brands. Within this, the thesis seeks to explore how consumers feel about these advertisements and the outcome they perceive these to have. Through snowballed sampling focused on reaching diverse people connected via social media, a wide array of thoughts and perspectives on femvertising is sought to fulfill the purpose. The research employs a mixed method with a deductive approach to analyze its findings in relation to literatures and theories reviewed. The study used an open-ended online questionnaire designed through literature review and advertising theories and distributed it electronically to collect data. Using snowball sampling, the respondents were gathered via social media, who further distributed the questionnaire. The findings demonstrated that our sampling mainly expressed positive responses to the femvertising due to its inclusive, diverse and empowering portrayals. Moreover, these advertisements were viewed as a harbinger of change within the fashion industry. They also, generally view the media and advertising to shape people’s perception about gender roles, albeit if femvertising and its ideals are implemented for the long-term. Within this, respondents also urged brands to ‘walk the talk’ and implement the portrayed ideals within their own businesses’ functioning for larger impact. The findings are useful for fashion marketers and researchers, by showing how femvertising within popular media culture is expected to push forward ideals of feminism both within the fashion industry and society. This thesis contributes to the knowledge of consumers’ opinions and perspectives on femvertising and its potential to profit brands and engender more empowerment and liberty to female gender-based roles.
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盧敏思 and Mun-sze Anita Lo. "City as fashion: urban transformation of Causeway Bay." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 2002. http://hub.hku.hk/bib/B31986687.
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Colette, Shelly Carmen. "The Garden, the Serpent, and Eve: An Ecofeminist Narrative Analysis of Garden of Eden Imagery in Fashion Magazine Advertising." Thèse, Université d'Ottawa / University of Ottawa, 2012. http://hdl.handle.net/10393/22908.
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Garden of Eden imagery is ubiquitous in contemporary print advertising in North America, especially in advertisements directed at women. Three telling characteristics emerge in characterizations of Eve in these advertising reconstructions. In the first place, Eve is consistently hypersexualized and over-eroticized. Secondly, such Garden of Eden images often conflate the Eve figure with that of the Serpent. Thirdly, the highly eroticized Eve-Serpent figures also commonly suffer further conflation with the Garden of Eden itself. Like Eve, nature becomes eroticized. In the Eve-Serpent-Eden conflation, woman becomes nature, nature becomes woman, and both perform a single narrative plot function, in tandem with the Serpent. The erotic and tempting Eve-Serpent-Eden character is both protagonist and antagonist, seducer and seduced. In this dissertation, I engage in an ecofeminist narratological analysis of the Genesis/Fall myth, as it is retold in contemporary fashion magazine advertisements. My analysis examines how reconstructions of this myth in advertisements construct the reader, the narrator, and the primary characters of the story (Eve, Adam, the Serpent, and Eden). I then further explore the ways in which these characterizations inform our perceptions of woman, nature, and environmentalism. Using a narratological methodology, and through a poststructuralist ecofeminist lens, I examine which plot and character elements have been kept, which have been discarded, and how certain erasures impact the narrative characterizations of the story. In addition to what is being told, I further analyze how and where it is told. How is the basic plot being storied in these reconstructions, and what are the effects of this version on the archetypal characterizations of Eve and the Garden of Eden? What are the cultural and literary contexts of the reconstructed narrative and the characters within it? How do these contexts inform how we read the characters within the story? Finally, I examine the cultural effects of these narrative reconstructions, exploring their influence on our gendered relationships with each other and with the natural world around us.
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Thorén, Elin, and Gabriella Yngvesson. "Is It the Model's Size That Sells? : An Exploratory Study of Body Diversity in Fast Fashion Advertising on Instagram." Thesis, Jönköping University, IHH, Företagsekonomi, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-52944.
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Background: As an effect of the growth of Instagram during the past few years, more brands have started to use this platform to communicate with their consumers, and a generation that has been shown to be particularly interesting for fast fashion brands, is Generation Y. During the past few years, a term called body-positivity has increased in popularity among social media platforms like Instagram, which purpose is to encourage exposure to different body types. There are several studies that have highlighted the issues regarding the use of exclusively thin models among fast fashion companies, and that this increase body dissatisfaction among women, especially in the Western culture where the ideal is unrealistically thin. This has resulted in criticism towards marketers which have led to some brands starting to use more larger models in their advertising. However, some brands still use exclusively thin models because they believe that this is what people wants to see. Evidently, there are different opinions regarding the subject. However, what has yet not been studied thoroughly is female consumers attitudes regarding the use of body diversity in advertising on Instagram and how this influence brand attitudes and further, their purchase intentions. Purpose: As the authors of this study found a research gap regarding consumers attitudes within the subject – the purpose of this study will be to explore female Generation Y consumer’s insights regarding body diversity in Instagram advertising, resulting in judgment, feelings, and attitudes towards the advertisement and the brand, and how these attitudes influence purchase intentions. The aim is also to explore to what extent the case companies include body diversity in their Instagram advertising. Method: The research purpose was fulfilled by doing an exploratory study, using an abductive research approach and qualitative method. The authors of this study did a semiotic analysis of the advertising content, and further on collected the empirical data by doing 12 semi-structured interviews. The data was further analyzed by incorporating a thematic analysis. Conclusion: The findings of this study showed that Nelly was the only case company including some body diversity in their Instagram advertising. NA-KD and Zalando evoked mostly positive feelings among the participants while Nelly evoked mostly negative ones. Further, the majority of the participants had favorable attitudes and positive purchase intentions towards NA-KD and Zalando. None of the participants had exclusively favorable attitudes towards Nelly’s advertisement, although half of the participants had positive purchase intentions towards the brand. Generally, the majority of all attitudes that were formed towards the case companies were not influenced by the body diversity (or no body diversity) that they were exposed to, but their attitudes were influenced by other things. The results also showed that including body diversity in Instagram advertising is important, for female Generation Y consumers. However, other factors might be more important and furthermore have a greater influence on their purchase intentions, like for example ethnic diversity.
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Nyström, Frida, and Mimmi Forsberg. "Is Sexism in Advertising really Necessary? : A quantitative study about Women's Attitudes towards Quality Attributes within the Female Fast Fashion Industry." Thesis, Karlstads universitet, Fakulteten för humaniora och samhällsvetenskap (from 2013), 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-83739.
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Advertising is constantly surrounding us in different shapes, meaning that companies need to stand out in order to invoke people's attention. Advertising reflects the society's current norms which means that the media and society's values affect each other (Fagerström & Nilsson, 2008). Women have for a long time been objectified and presented in stereotypical roles since sexism is a common component in advertising (Grau & Zotos, 2016). An industry that is frequently being accused of promoting an asymmetrical image of women's bodies is the fast fashion industry (Fay & Price, 1994). It is crucial in both a societal- and business perspective to take responsibility when it comes to sexism in advertising. This study aims to examine female consumers attitudes towards quality attributes in advertising within the female fast fashion industry. Given the research purpose of this thesis, the research questions are: 1) How can the quality attributes in the female fast fashion industry be used to satisfy women as customers? 2) How does quality attributes contribute to customer (dis-)satisfaction in the female fast fashion industry? A preliminary study was organized to state consumers’ different attributes of sexism to use in the questionnaire. Followed by this was the main study with Kano pair questions that included 201 respondents. The pair questions were formulated by the attributes identified in the preliminary study. This study shows how all the presented attributes (“Size zero”, “White people”, “CIS-person”, “Functional variation”, “Unrealistic ideals”, “High level of nudity”, “Erotic way”, “Sexual desire”, “Body focus”, “Behind or breasts” and “Lips or mouth”) were classified as “Reversed” which is an indication of dissatisfaction and an urge for the attribute to be the opposite. This thesis demonstrates the relationship between the quality attributes and theories regarding objectification and portrayal of women. The customers’ attitudes towards the quality attributes correlate with the consequences as results of advertising in a sexist way. Businesses within the female fast fashion industry can prioritise the customer requirements for their advertisements in all assistance measurement and estimation of customer satisfaction in order to rise above the current way of advertising and become more customer oriented and to take responsibility and participation in the development of a gender equal society.
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Bairakimova, Kamila, and Arkvik Isabel Quiroga. "Marketing and Facebook : How fashion companies promote themselves on Facebook." Thesis, Uppsala University, Department of Business Studies, 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-127158.
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The social media are internet facilities where people can communicate and discuss through different websites or blogs. The social media has changed the world in many aspect and people are becoming more and more addicted to use these networks. People are fond of the social media because they can be social with a high number of individuals, both be real life friends, as well as strangers. Since the social media has grown to become so popular, companies have taken advantage of this as well. Their goal is to promote themselves through these networks as this can be very lucrative for the business. There are many different social media networks however this study will only be about Facebook. The aim of the study is to find out and describe how companies use Facebook for marketing purposes. An observation of how 34 fashion companies use Facebook for marketing purposes was carried out.
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Agustoni, Marina. "O corpo ciborgue na publicidade de moda: o papel do jeans." Pontifícia Universidade Católica de São Paulo, 2011. https://tede2.pucsp.br/handle/handle/4348.
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Previous issue date: 2011-10-28The intention of this research is to analyze the increasing mechanization of bodies in fashion ads in the last three years and, in parallel, the part of jeans in the process. It's also to examine the influence of technology on fashion and its corollary: the cyborg body. So the objects of the research are fashion, fashion advertising, jeans, cyborg and the cyborgzation. The selected corpus is composed of clippings in the press and digital media, and covers the Vogue, Iguatemi Shopping, Marie Claire, as well as UOL fashion catalog. The theorical reference is Walter Benjamin's reflections about the "inorganic sex-appeal" and the rereading of this concept in the work of Massimo Canevacci. Combined with this theorical main base there are Lucia Santaella main reflections on the contemporary body and those of authors such Anne Hollander, Gilles Lipovetsky, Diane Crane, among other fashion and clothes experts. Methodologically, the research is documentary and bibliographical. The hypothesis is that fashion is not the only villain of the human figure cyborgzation, fashion absorbs and spreads through the trend, using new technologies as tools that emerge, thereby cyborgzation of the human figure is not only responsibility of fashion, is a reflection of an increasingly technological society that increasingly understands the person just like a body, like a puppet. This is an essay about how the jeans and the new technologies allied with fashion are transforming the human image, standardizing it and subjecting it to a level of dehumanization; about how it is understood and seen this new man who crossed the borders of skin and now is a mutation betwen the sensitive and the sensors, between the body and its mechanical extensions; about this cyborg body, who contrasts in fashion advertising in recent years
O objetivo da presente pesquisa é analisar a crescente mecanização dos corpos na publicidade de moda dos últimos 3 anos e, em paralelo, o papel do jeans nesse processo. Trata-se também de examinar a influência da tecnologia sobre a moda e seu corolário: o corpo ciborgue. Isso define como objetos de pesquisa a moda, a publicidade de moda, o jeans, o ciborgue e sua inflexão: a ciborguização. O corpus selecionado é composto por recortes na mídia impressa e digital, e engloba as revistas Vogue, Iguatemi Shopping, Marie Claire, além do catálogo de moda do site UOL. O referencial teórico tem como ponto central as reflexões de Walter Benjamin sobre o sex appeal do inorgânico e a releitura desse conceito presente na obra de Mássimo Canevacci. Acrescentam-se a essa base teórica principal reflexões de Lúcia Santaella sobre o corpo contemporâneo e as de autores como Anne Hollander, Gilles Lipovetsky, Diane Crane, entre outros estudiosos sobre roupas e moda. Metodologicamente, a pesquisa é bibliográfica e documental. Trabalhamos com a hipótese de que a moda não é a vilã da ciborguização da figura humana sozinha, ela absorve o meio e propaga a tendência, usando como ferramentas as novas tecnologias que surgem; desse modo a ciborguização da figura humana não é responsabilidade apenas da moda, é o reflexo de uma sociedade cada vez mais tecnológica que cada vez mais entende a pessoa como apenas um corpo, como um boneco. Esta é uma dissertação sobre como o jeans e as novas tecnologias aliadas à moda vêm transformando a imagem humana, tornando-a padrão e submetendo-a a um patamar de desumanização; sobre como é entendido e visto esse novo humano que ultrapassou as fronteiras de pele e esta agora numa mutação entre o sensível e os sensores, entre o corpo e suas extensões mecânicas; é sobre esse corpo ciborgue, que se destaca na publicidade de moda dos últimos anos
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Hägglund, Charina Montemar. "Market Orientation as a Branding Strategy." Thesis, Uppsala University, Department of Business Studies, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-88950.
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Granero, Arlete Eni. "A linguagem das marcas de calçados da moda: um enfoque publicitário." Universidade de São Paulo, 2006. http://www.teses.usp.br/teses/disponiveis/27/27134/tde-04082009-213337/.
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O objetivo geral do estudo consiste em investigar os aspectos da linguagem da propaganda, das marcas escolhidas para o estudo de casos (Sândalo; Carmen Steffens e Democrata) utilizando como referencial a propaganda comercial (anúncios da mídia impressa) dos calçados da moda. Existe a necessidade de verificar dois aspectos fundamentais no processo de comunicação: o emissor e o receptor, respectivamente o profissional da área de marketing e o grupo de clientes. Sob o ponto de vista do profissional de marketing, o objetivo da ação, o posicionamento e a estratégia de comunicação; e sob o ponto de vista do consumidor, a percepção, a imagem, em relação às propostas teóricas e práticas das empresas. Adaptarem às mudanças solicitadas pelo mercado consumidor brasileiro, constitui o desafio das organizações. A metodologia empregada utiliza a divisão da pesquisa em três partes: a primeira trata de um levantamento bibliográfico constituído do conjunto de pensamentos de vários autores sobre os assuntos relacionados ao tema em estudo; a segunda parte apresenta uma pesquisa documental (mídia impressa) que resultou na coleta de um banco de dados composto por peças publicitárias de calçados das marcas veiculados em outdoors e revistas de moda no período de 2002 a 2006; e a terceira parte aborda a pesquisa qualitativa através de discussões nos grupos de foco (ou Focus Group) que tem o propósito de descobrir o olhar e a percepção do consumidor em relação aos aspectos da linguagem da propaganda. O estudo apresenta como conclusão que não há moda sem sujeitos. Esta idéia significa que na mensagem publicitária deverá existir uma prática lingüística referente ao exercício de uma subjetividade: um conjunto de exercícios de linguagem, baseados em palavras e em imagens, que remetam para a afirmação da existência de sujeitos na mensagem ou, à personalização das entidades comerciais. Pretende-se contribuir, com esse estudo, para um melhor entendimento das estratégias de comunicação utilizadas pelas marcas em estudo, da forma de participação social e cultural, e da influência sobre o comportamento dos jovens, assim como a discussão da relação dos conceitos: moda; propaganda; gestão da marca e branding.The general objective of the study is to investigate the aspects of the advertising language of the chosen brands for the study of cases (Sândalo; Carmen Steffens and Democrata) taking as a reference the commercial advertising (print media advertising) of the trendy shoes. It is necessary to consider two essential aspects in the communication process: the emitter and the receiver, respectively the marketing area professional and the clients group. According to the marketing professional, the action objective, the positioning and the communication strategy; and according to the customer, the perception, the image in relation to the theoretical and practical proposals of the companies. The organizations aim at adapting to changes required by the Brazilian consuming market. The methodology applied uses the research division in three parts: the first considers a bibliographic raising made of the set of thoughts coming from different authors about the subjects related to the theme under study; the second part shows a documental research (print media) which resulted in the assessment of data bank made of shoe marketing campaigns displayed in billboards and fashion magazines from 2002 to 2006; the third part considers the qualitative research through the discussions in the focus groups which intend to discover the look and perception of the customer in relation to the aspects of the advertising language. The study concludes that there is no fashion without subjects. This idea indicates that in the advertising message there should be a linguistic practice related to the exercise of subjectivity: a set of language exercises based on words and images, which remit to the assertion of the existence of subjects in the message or to the personalization of the commercial groups. It is also the objective of this study to contribute to a better understanding of the communication strategies used by the studied brands, the cultural and social participation form, and the influence upon youngsters behavior as well as the discussion of the concepts relation: fashion; advertising; brand management and branding.
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Lind, Linnea, and Cassandra Olsson. "Consumer Experience of Online Behavioural Advertising : A qualitative study exploring factors influencing consumer experience of OBA by Swedish online fashion retailers." Thesis, Högskolan i Jönköping, Internationella Handelshögskolan, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-39470.
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Background For companies operating in the online fashion retail sector, understanding consumer behaviour is vital because of increased competition in the online market. The techniques for acquiring the necessary consumer information have, along with the digital revolution, become increasingly analytical and with this new marketing strategies and technologies have emerged. Online Behavioural Advertising (OBA) is one of these technologies, which give companies possibilities to deeply understand consumers and their online behaviour. Further, this provides advertisers with valuable information of how to tailor online advertisements based on personal data. However, these kinds technologies used in advertising are raising concerns, which is why it is interesting to discern various factors at play. Purpose The purpose of this study is to explore the research questions by discovering the influence of advertiser-controlled factorsand consumer-controlled factorscritical to consumers’ experience of OBA ads of online fashion retailers in Sweden. Additionally, how these factors shape the outcomes and effects. The aim is to provide details for greater understanding of the problems related to OBA, as well as the underlying causes of consumer reactance within the field of OBA for the Swedish online retail industry. Method A contextual framework was developed, presented, and assessed in order to get a deeper insight and understanding in the subject. This laid as the foundation for the qualitative exploratory study in form of semi-structured in-depth interviews that were conducted for the fulfilment of the purpose of this study. The primary data collection sample consisted of 16 female participants in the ages of 20-35 frequently shopping fashion online in Sweden. Conclusion The empirical findings show that advertiser-controlled factors, including ad characteristics such as personalisation and accuracy together with transparency, and consumer-controlled factors, including the individual filters privacy concerns and knowledge and awareness, and the situational filters trust and contextual setting, influence the establishment of the consumer experience of Online Behavioural Advertising as well as the outcomes and effects. Additional findings uncover some of the complex connections between the various advertiser-controlled factors and consumer-controlled factors.
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Wang, Kaidi. "The impact of advertisements: how female magazine readers in China perceive fashion magazine advertisements and white skin." Thesis, Kansas State University, 2017. http://hdl.handle.net/2097/38273.
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Master of ScienceDepartment of Journalism and Mass Communications
Xiaochen A. Zhang
Most of the models in Chinese fashion magazine advertisements are Caucasian women today. White skin, as one of their Caucasian characteristics, is particularly emphasized. Millions of Chinese women are bombarded with the advertising’s message of “having white skin is beautiful” every day. My research suggests that this kind of adverting depicts white skin as a beauty ideal; the prevalence of Caucasian models in whitening products’ magazine advertisements constructs body-esteem, self-esteem, and purchase decision-making of Chinese women. The Social Judgment Theory is employed in this research as a theoretical framework. It is a way to explain when persuasive messages are most likely to succeed and how people make judgments about them. Understanding this phenomenon will ultimately provide insight into addressing the effects of the promotion of fashion magazine advertisements on Chinese women. It is further anticipated that future researchers will expand and improve the knowledge of the Chinese advertising market.
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Kuchařová, Michaela. "VLIV MÓDNÍCH BLOGEREK NA NÁKUPNÍ CHOVÁNÍ SPOTŘEBITELE." Master's thesis, Vysoká škola ekonomická v Praze, 2017. http://www.nusl.cz/ntk/nusl-359783.
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This diploma thesis deals with the phenomenon of Czech fashion bloggers in terms of its impact on consumer buying behavior. It summarizes theoretical knowledge about blog, blogging, buying behavior and marketing communication tools that can be found on blogs. Theoretical knowledge is translated into practice using content analysis of blogs and questionnaire surveys. The aim of the work is to find out whether fashion bloggers have an impact on the consumer's buying behavior and also what marketing communication tool is most important to them. For the coherence of the topic, qualitative research methods are also used in the form of structured interviews with readers of these blogs and bloggers themselves. In conclusion, all the findings from all the analyzes and a brief recommendation for those who think about using the fashion blog as a marketing communication tool are summarized.
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Srivats, Priya Shyam. "From Dolores Haze to Dakota Fanning: How Nabokov's Little Girl Went from Being a Victim of Sexual Assault to a Fashion Icon." Scholarship @ Claremont, 2013. http://scholarship.claremont.edu/scripps_theses/223.
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This paper seeks to establish a critical understanding of issues of sexualization and re-appropriation and how they relate to contemporary fashion advertising that specifically utilizes the Lolita Effect.
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Koo, Wanmo. "Generation Y Attitudes toward Mobile Advertising: Impacts of Modality and Culture." Thesis, University of North Texas, 2010. https://digital.library.unt.edu/ark:/67531/metadc30480/.
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Mobile phone usage has grown rapidly and is widely used as an advertising channel. Both short message service (SMS) and multimedia messaging service (MMS) are typically used for mobile advertising. The goals of this study are to examine the determinants of attitudes toward mobile advertising in an apparel context and subsequent impact on behavior intention and to investigate the effects of modality and culture on attitudes toward apparel mobile advertising. Results indicate that entertainment, informativeness, irritation, and credibility are determinants of attitudes toward apparel mobile advertising, and attitudes can explain behavioral intention at least in part. Perceived entertainment is different between SMS and MMS apparel mobile advertising, and perceived entertainment, informativeness, irritation, and credibility are different between U.S. and Korea participants.
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Passarelli, Ana Paula Martins. "O gênero na propaganda de moda brasileira analisada a partir dos elementos de design do vestuário." Pontifícia Universidade Católica de São Paulo, 2018. https://tede2.pucsp.br/handle/handle/21323.
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This research intends to develop semiotic analysis about the signs of gender in advertising and fashion propaganda. It seeks to understand how fashion propaganda represented gender roles and identities, and how it built and maintained stereotypes for men and women. Fashion is a semiotic system that acts with codes in building meaning towards gender roles. It expresses people's ideas of how men and women should perform. But in a liquid, hypermodern society like Bauman and Lipovetsky define, would it not be limiting to continue categorizing bodies in a binary way? Butler states that the body is socially signified as a passive medium, upon which are inscribed cultural meanings. It can also be signified as the instrument by which the will to appropriation or interpretation determines its cultural meaning. Therefore, the body is constructed from the signs of the cultural identity of gender. During the twentieth century there were cultural cycles that brought new references of identity, especially in pop culture. David Bowie, Prince and also Brazilian artists such as Ney Matogrosso were important figures for pop culture and to raise the discussion about gender identity beyond the binary spectrum. Today, contemporary authors such as Connell and Killermann collaborate on the work of constructing new meanings for gender roles. This research is limited to analyzing Brazilian fashion advertising. Barnard, Bauman, Lipovetsky and Butler, authors like Connell, Foucault, Killerman, Santaella and Polhemus are part of the theoretical framework that seeks to base this study that will have as a methodology of analysis the basis of psychoanalytic semiotics and will use the Lacanian categories: real, symbolic and imaginary. The corpus of this research is composed of images of fashion propaganda and videos published on proprietary brands channels in Brazil between 2014 and 2018. Two images and two videos will be analyzed, which were important and generated big discussions about representations of gender roles. Some elements of fashion design such as: skirt, jeans and high heels will be used at analysis to understand the articulation between fashion, bodies and how propaganda could have intensified the crystallization of gender roles
Esta pesquisa pretende desenvolver análises semióticas sobre os signos de gênero na publicidade e propaganda de moda. Ela busca entender como a propaganda de moda representou os papéis e as identidades de gênero, e como construiu e manteve estereótipos determinados para homens e mulheres. A moda é um sistema semiótico que atua com códigos na construção de significação em direção aos papéis de gênero. Ela expressa às ideias das pessoas de como homens e mulheres devem se apresentar. Mas, em uma sociedade líquida e hipermoderna como Bauman e Lipovetsky definem, não seria limitador continuar categorizando o vestir corpos de forma binária? Butler afirma que o corpo é socialmente significado como um meio passivo, sobre o qual se inscrevem significados culturais. Também pode ser significado como o instrumento pelo qual a vontade de apropriação ou interpretação determina o seu significado cultural. Logo, o corpo é construído a partir dos signos da identidade cultural de gênero. Durante o século XX houve ciclos culturais que traziam novos referenciais de identidade, especialmente na cultura pop. David Bowie, Prince e, também artistas brasileiros, como Ney Matogrosso, foram figuras importantes para a cultura pop e para elevar a discussão sobre identidade de gênero para além do espectro binário - ainda que como exceções artísticas. Hoje, autores contemporâneos como Connel e Killermann colaboram no trabalho de construir novos significados para os papéis de gênero. Esta pesquisa se limita a analisar a propaganda de moda brasileira, podendo considerar marcas estrangeiras que veicularam suas campanhas em território nacional. Assim como Barnard, Bauman, Lipovetsky e Butler, autores como Connell, Foucault, Killerman, Santaella e Polhemus fazem parte do quadro teórico que busca fundamentar este estudo que terá como metodologia de análise a base da semiótica psicanalítica e o uso das categorias lacanianas (real, simbólico e imaginário), que, a partir dos anos 90, será combinado com as novas significações de gênero de Killermann, em busca de uma análise não binária sobre gênero. O corpus da pesquisa é composto por imagens e vídeos publicitários de moda veiculados em canais proprietários das marcas no Brasil entre 2014 e 2018. Serão analisadas duas imagens e dois vídeos, que foram importantes e geraram grandes discussões acerca das representações dos papéis de gênero. Tais análises têm nos elementos de design de moda como: a saia, a calça jeans e o salto alto o ponto de partida da articulação junto à propaganda para o entendimento de como se dá a cristalização de tais papéis
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Lazo, Castillo Mauricio Joshua. "Los fashion films como recurso de branded content en el sector de moda peruano: Caso Kuna." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2020. http://hdl.handle.net/10757/652996.
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La comunicación publicitaria ha ido evolucionando cada vez más a medida que el consumidor también comienza a adecuarse a las nuevas tendencias, convirtiéndose en un usuario con mucha mayor exigencia al momento de buscar satisfacer sus necesidades. Esto implica que
la comunicación aplicada por marcas a nivel global también deban situarse en las estrategias de comunicación actuales como el comunicar historias y/o experiencias, de forma atractiva e impactante con el objetivo de mantenerse actualizados con esta evolución del mensaje y seguir enamorando a los usuarios. Así, implementan herramientas que van más allá de lo
funcional, es decir, optan por recursos con la finalidad de transmitir una historia que involucra emociones, valores y pilares en relación a la esencia que posee cada marca, ya que ello se ha caracterizado por ser un factor potencial que permite marcar un valor diferencial de su competencia en el rubro que uno se encuentre. Mediante el uso del branded content, una estrategia considerada como la evolución del product placement, recurso caracterizado por otorgar una comunicación de valor funcional hasta la época, se tiene en consideración para el desarrollo de este trabajo, entender las nuevas estrategias aplicables por explorar en el mercado peruano, específicamente en el rubro de moda, por medio del branded content cumpliendo como objetivo cubrir metas de corto o largo plazo en el área de marketing y comunicación. El mercado de moda peruano ya está comenzando a adaptarse a las nuevas tendencias con respecto a sus estrategias comunicacionales, sin embargo, recursos como los fashion films no están siendo lo suficientemente explotados a nivel nacional, siendo una oportunidad para conocer un poco más sobre esta herramienta y, finalmente, aplicarlo para obtener mejores resultados, ya que, en la actualidad, una historia vende más que los atributos funcionales del producto/servicio en este rubro. Para ello, el análisis de contenido desarrollado a continuación será en apoyo a la metodología que expone García-Noblejas desde las “primeras y segundas navegaciones”, con el fin de descubrir la aplicación de los fashion films de Kuna y cómo reflejan su brand essence mediante el storytelling empleado en cada uno de sus materiales audiovisuales. Finalmente, el aporte de este artículo será de suma importancia debido a la carencia actual expuesta en fuentes de investigación en base a análisis de fashion films dentro del mercado de moda peruano, sector que cada día se va adaptando a las tendencias digitales estratégicas. El rubro de moda peruano está comenzando a apostar por estrategias publicitarias más intrínsecas, es decir, ocultas, esto se debe a que el consumidor ya está cansado de la saturación publicitaria expuesta en su día a día de forma muy explícita. Entonces, se emplean técnicas en donde la publicidad llegue sutilmente, sin embargo, no pierda su efectividad a la hora de comunicar. Gracias a la herramienta de los fashion films, las marcas buscan comunicar a través del storytelling, una historia que sea atractiva y logre comunicar la personalidad que posee tu marca con el fin de generar interés, fidelidad y cercanía con el público.Advertising communication has been increasingly evolving as the consumers also begin to adapt to new trends, becoming a user with much greater demand when seeking to meet their needs. This implies that communication applied by brands at the global level should also be placed in current communication strategies such as communicating stories and/or experiences in an attractive and powerful way, in order to keep updated with this evolution of the message and keep the users falling in love with it. Thus, they implement tools that go beyond the functional, that is to say, they opt for resources with the purpose of transmitting a story that involves emotions, values and everything in relation to the essence that each brand possesses, since this has been characterized by being a potential factor that allows you to set a differential value of your competition in the area you are in. Through the use of branded content, a strategy considered as the innovation of "product placement", a resource characterized by granting a communication of functional value up to now, it is taken into account for the development of this work, to understand the new applicable strategies to explore in the Peruvian market, specifically in the fashion industry, through branded content, fulfilling the objective of covering short or long-term goals in the area of marketing and communication. The Peruvian fashion market is already beginning to adapt to new trends regarding its communication strategies; however, resources such as fashion films are not being sufficiently exploited at the national level, being an opportunity to learn a little more about this tool and, finally, apply it to obtain better results, since nowadays a story sells more than the attributes of the product itself in this area. For this, the analysis developed below will be in support of the methodology that Garcia-Noblejas exposes from the "first and second navigations", in order to discover the application of KUNA fashion films and how they reflect their brand essence through the storytelling used in each of his audiovisual materials. Last but not least, the contribution of this article will be of great importance due to the current lack of exposure in research sources based on studies of fashion films in the Peruvian fashion market, a sector that is adapting every day to strategic digital trends. The Peruvian fashion industry is beginning to invest and trust on more intrinsic advertising strategies because the consumer is already tired of the advertising saturation exposed in their day to day in a very explicit way. Therefore, techniques are used where the advertising arrives subtly, however, does not lose its effectiveness when communicating. Thanks to the tool of fashion films, brands seek to communicate through storytelling, a story that is attractive and manage to communicate the essence of your brand in order to generate loyalty and closeness to the consumers.
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Ferreira, Frederica Cláudia Gouveia. "Styling e consultoria de imagem." Master's thesis, Universidade de Lisboa. Faculdade de Arquitetura, 2016. http://hdl.handle.net/10400.5/13440.
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Dissertação de Mestrado em Design, com a especialização em Design de Moda, apresentada na Faculdade de Arquitetura da Universidade de Lisboa para obtenção do grau de Mestre.Atento ao particular gosto e interesse na área do styling e à ambição de obter experiência no ramo, coube a oportunidade de realizar um estágio de natureza profissional na empresa Pulp Fashion, pelo período de 6 meses. Deste modo, ao longo desta dissertação, pretende-se clarificar e contextualizar o styling, bem como, expor a sua prática em contexto empresarial. A investigação previu a experimentação das áreas de estudo provenientes do styling, tais como: publicidade de moda, guarda-roupa de TV, editorial de moda, con-sultoria de imagem e desfiles. Cumpre proceder à análise da prática do styling nas dimensões experimentadas em sede do estágio, de modo a expor a metodologia adoptada em cada projecto desenvolvido, desde a conceptualização de temas, shopping, organização e execução de produções de moda e definição de guarda-roupa de TV. A realização do estágio proporcionou um aumento do conhecimento na área, competências a nível pessoal e profissional, absorção de novas aptidões, através de processos criativos e produtivos. O estágio representou um desafio e foi uma expe- riência altamente enriquecedora, uma vez que foi o primeiro contacto com o meio.
ABSTRACT: Due to my interest and passion for the filed of styling, together with an ambition to get work experience in the area, I was able to complete an internship at the Pulp Fashion company for the period of six months. Thus, through this research I aim to clarify and contextualise styling, exposing its practice in a business environment. This research demanded experimentation with the fields of study originating from styling, such as fashion advertising, TV wardrobe, fashion editorials, image consulting and fashion shows. The practice of styling will be carried out within the dimensions experienced during the internship, in order to expose the methodology adopted in each project: from crafting of themes, to shopping, setting up and executing fashion productions, to creating wardrobe for TV. The conclusion of this internship allowed for a broadening of knowledge to happen, as well as an expansion of competences both at a personal and professional level, including acquiring new skills through creative and productive processes. The internship was challenging and a highly enriching experience at the same time, since this was the first time working with the industry.
N/A
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Fancy, Temitope M. "Media, Publicity, and Fashion: The Michelle Obama Effect A Content Analysis of News Around the World." Digital Commons @ East Tennessee State University, 2014. https://dc.etsu.edu/etd/2378.
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This study is a content analysis of media content in a 12-month time period in the lives of Jason Wu and Thom Browne, who were the designers of Michelle Obama’s outfit to the second presidential inauguration. In order to discover the increase in awareness and media coverage of these designers due to Michelle Obama’s fashion selection during the second inauguration, which brought about publicity, the researcher compared mentions, tone of stories, and framing of stories concerning these designers 6 months before and after the inauguration. Results indeed gave support to the hypothesis that mentions of these designers increased significantly after that pivotal event, that the mentions were more likely to include Michelle Obama, and that Wu received more mentions than Browne. However, support was not obtained for an increase in positive tone of stories after the inauguration.
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Coras, Sosa Caroline Lucy. "Percepciones de los jóvenes universitarios de la UPC sobre el recurso publicitario del fashion film dentro de la publicidad social actual. Caso “End of the world” - Short Film | Covid 19." Bachelor's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2020. http://hdl.handle.net/10757/653559.
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El presente artículo de investigación consiste en conocer cuales son las percepciones de los jóvenes universitarios de la UPC sobre el recurso publicitario del fashion film dentro de la publicidad social actual abordando específicamente el caso “End of the world” - Short Film | Covid 19. Esta línea de investigación busca proponer una nueva forma de comunicación para el público, para ello se busca conocer su percepción acerca de una técnica muy poco tocada en el ámbito publicitario, como es el fashion film aterrizandolo en el ámbito social. Es por ello, que se contextualizará los términos de percepción, fashion film y publicidad social, a su vez se analizará el alcance de los fashion films dentro de la publicidad y por último se analizará la oportunidad que tiene este nuevo formato como recurso publicitario dentro del ámbito social. Finalmente, se planteará como metodología realizar un estudio con enfoque cualitativo a través de la técnica de Entrevistas a profundidad.This research article consists of knowing what are the perceptions of young university students of the UPC about the advertising resource of fashion film within current social advertising, specifically addressing the case "End of the world" - Short Film | Covid 19. This line of research seeks to propose a new form of communication for the public, for this purpose it seeks to know their perception about a technique very little touched in the advertising field, such as the fashion film landing it in the social field. For this reason, the terms of perception, fashion film and social advertising will be contextualized, in turn, the scope of fashion films within advertising will be analyzed and finally the opportunity that this new format has as an advertising resource within the social ambit. Finally, it will be proposed as a methodology to carry out a study with a qualitative approach through the technique of in-depth interviews.
Trabajo de investigación
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Danielsson, Micela, and Frida Åhs. "Den avgörande uppfattningen : En kvalitativ studie av konsumenters uppfattningar av åtta svenska modeföretag." Thesis, Örebro University, Department of Humanities, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:oru:diva-1887.
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Title: The decisive opinion - A qualitative study of consumers opinions of eight Swedish fashion companies.
Seminar date: 2008-01-14
Course: Candidate thesis media and communication, 15 ECTS,
Authors: Micela Danielsson, Frida Åhs
Advisor: Larsåke Larsson
Five keywords: Profile, Image, Brand, Fashion and Advertising
Purpose: The purpose with this study is to evaluate and discuss the connection between profile and the companies’ image in the eye of the consumer.
Methodology: A qualitative method has been used in the paper, focusgruops interview with respondents from Örebro.
Theoretical perspectives: The overall theory of the paper is describing fashion theory. profile, identity and image and advertising.
Empirical foundation: Consumers from Örebro have made a contribution to the basis of our empirical study.
Conclusions: The results show that fashion and clothes play a big part for the consumers and they ascribe it the part as a way to show their identity, image and express them selves. For none of the companies profile and image did not have a full connection, but a lot of times there were parts of the profile and image that had a connection. The questioned states that they get their opinions from merchandise, stores, store employees and different kinds of advertising. The respondents situation as students had an effect on their opinions, primarily because of their economical situation. They also had a larger opinion of the fashion companies that are larger fashion chains than the companies that represented the smaller ones and the questioned stated that it could depend on that the larger fashion chains focused more on a wider market than the smaller ones. The result showed also that different communication strategies that the respondents primarily noticed were TV-commercials but also other forms of advertising.
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Quiterio, Capeli Marilia. "Micro-influencers’ impact on engagement levels for fashion retail brands on Instagram." UNF Digital Commons, 2019. https://digitalcommons.unf.edu/etd/884.
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With the increase of social media usage and its relevance for the millennial generation, social media influencers rise as credible sources who influence their followers purchase behaviors. Micro-influencers have up to 400,00 followers and fashion brands are constantly collaborating with them to generate brand awareness. The purpose of this study is to analyze how micro-influencers impact engagement levels on fashion retail brands’ accounts on Instagram and what common visual patterns the posts with higher levels of engagement present. A sample of 817 posts from three different brands were analyzed to provide insight in what kind of posts generates higher engagement levels: motivational posts, product posts, model/catalog, micro-influencer, influencer, or none of the above. A content analysis was conducted and after all the posts were coded, the top 100 with the highest engagement levels were submitted to a frame analysis so common patterns and themes could be recognized among the top engagement posts.
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Roedl, Sara J. "Campaigning for Real Beauty or Reinforcing Social Norms? An Analysis of the Correlation of the Dove Campaign for Real Beauty and Advertisements in Fashion Magazines." OpenSIUC, 2010. https://opensiuc.lib.siu.edu/dissertations/241.
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Since 2004, the Dove personal care product brand has received much praise for widening the definition and discussion of beauty through the use of nontraditional models in its Campaign for Real Beauty advertisements. This study examined the content of the Campaign for Real Beauty ads and the content of ads in magazines that ran Campaign for Real Beauty ads. This textual analysis of a series of five Campaign for Real Beauty billboards, commonly referred to as the Dove Vote Ads, sought to determine whether the message of the Dove Vote Ads was consistent with the Campaign for Real Beauty's stated mission of societal change and widening the societal definition of beauty. The content analysis portion of this study examined 785 female models in fashion magazine advertisements in a longitudinal analysis spanning the five years surrounding the introduction of the campaign. While the textual analysis questioned whether there were conflicting messages inherent in the Dove Campaign for Real Beauty advertisements, the content analysis sought to determine whether there was a measurable change in the appearance of stereotypical beauty ideals and gender role portrayals after the introduction of the advertising campaign. This was accomplished through an examination of the 785 female models that appeared in the September 2004 and 2008 issues of Cosmopolitan and Glamour, the highest circulation fashion magazines. This mixed-method study addressed two research questions and seven hypotheses. The manifest message of each advertisement, which encourages the audience to rethink standard notions of beauty, is contradicted by the latent themes. The five years between 2003 and 2008 saw a significant increase in diversity of the female models shown in advertisements. Additionally, women were shown as more powerful in 2008 using a variety of techniques. These shifts, if sustained over time, will serve as evidence of the social and cultural influence of advertising campaigns.
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Elman, Débora. "O discurso híbrido do jornalismo de moda : estratégias do Jornalismo, da Publicidade e da Estética." reponame:Biblioteca Digital de Teses e Dissertações da UFRGS, 2017. http://hdl.handle.net/10183/157675.
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A tese analisa o jornalismo de moda, problematizando o funcionamento dessa prática comunicativa em relação ao seu discurso. Concluímos que este é um discurso híbrido, fortemente constituído pela interdiscursividade do jornalismo, da publicidade e da estética. O trabalho busca compreender de que modo o discurso jornalístico de moda se organiza, como resultado de um processo, e como realiza a gestão dos outros discursos que o conformam como um gênero discursivo singular. Para examinar o funcionamento deste discurso híbrido, selecionamos três tipos de matérias jornalísticas de moda: as reportagens de desfiles, as matérias de tendências e os editoriais fotográficos. Os objetos empíricos escolhidos são as edições das revistas Elle, Estilo, Manequim, Vogue e Harper's Bazaar publicadas em 2015, formando um corpus de 4.406 páginas de matérias jornalísticas. Utilizamos como método a Análise de Discurso de linha francesa, operando especialmente o conceito de paráfrase, que permite, a partir das marcas discursivas verbais e não verbais encontradas no texto, identificar as principais estratégias dos discursos jornalístico, publicitário e estético. De acordo com nossa pesquisa, o jornalismo aciona as estratégias de novidade, atualidade, veracidade, didatismo, uso de fontes especializadas, autoridade e normatividade para cumprir suas finalidades. A publicidade aciona especialmente as estratégias de magia, idealização, personalização e linguagem figurada. Já a estética mobiliza as estratégias de cenografia, cores, escala, formação de conjuntos, estilo, ritmo e tipografia. Concluímos que, a partir de dinâmicas que cruzam certos conjuntos de estratégias, o jornalismo de moda é tecido como um discurso híbrido, e este hibridismo é sua condição de existência. Destacamos ainda que é o discurso jornalístico, atuando como regente nesse contrato de comunicação particular, que vai elencar, com maior ou menor intensidade, as estratégias dos outros dois discursos, estabelecendo diferentes movimentos de dominância para atender ao leitor do jornalismo de moda.The thesis analyzes fashion journalism, discussing this communicative practice performance regarding its own discourse. It is concluded that this is a hybrid discourse, strongly consisted of journalism, advertising, and aesthetics discursiveness. This paper aims to understand how fashion journalism discourse is structured, as the result of a process, and how it controls the other ones that shape it into a unique discourse genre. In order to examine how this hybrid discourse works, three types of fashion news articles were selected: news reports of fashion shows, articles about trends, and fashion editorials. The empirical materials chosen are issues of Elle, Estilo, Manequim, Vogue, and Harper’s Bazaar magazines published in 2015, raising a corpus consisted of 4.406 pages of journalistic news articles. The method used was the French Discourse Analysis, being applied – especially- the paraphrase concept which allowed us, through verbal and non-verbal discursive markers found in the text, to identify the main strategies of journalistic, advertising, and aesthetic discourses. According to our research, journalism triggers strategies of discoveries, updates, veracity, didacticism, use of sources of expertise, authority, and normativeness to meet its goals. Advertising especially activates the strategies of magic, idealization, customization and figurative language. Aesthetics, on the other hand, impels scenography, color, scale, ensemble formation, style, rhythm, and typography strategies. It is concluded that, from the dynamics that cross certain strategy groups, fashion journalism is built as a hybrid discourse, and this hybridity is its own survival condition. Also, it is possible to highlight that the journalistic discourse, which works as the conductor of this particular communication agreement, is the one that will list, with more or less depth, the strategies of those other discourses, establishing different movements of preeminence to serve fashion journalism readers.
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Lima, Ana Patrícia Batista de. "Moda democrática: o jeans e seus processos comunicativos." Pontifícia Universidade Católica de São Paulo, 2009. https://tede2.pucsp.br/handle/handle/5201.
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Previous issue date: 2009-05-11This research has the purpose to investigate the jeans pathway along the years binding it to democratic aspect, as a garment adopted for different social groups. Here is analyzed how and why the jeans fashion is a deep-rooted custom in social context and what is the role of Advertising on the construction of this garment´s image. Knowing that fashion is defined from social levels, this study analyzes the hypotheses that this garment followed the inverse pathway of fashion, before democratizing in all social classes. From a garment made for miners and hard workers in the beginning of it´s trajectory, changing into luxury object. Despite, even being this upgrade on the social stratum, we realize that, until today, this garment is present in all of them. In order to find out cultural and social values that belongs to jeans, the advertising communication is present, to fulfill an important role as it represents an appeal tool for consumption, that indicates values, tastes and ideologies from each decade, principally when it talks about fashion. In the sense of capturing social perception about jeans, were applied questionnaires to individuals borned from 50´s to 90´s decade. In the analysis, data are crossed with the possible advertising messages from the ad pieces analyzed and the image that the individual have on his own mind about this garment. The main analysis methodology of the collected data, being them the answers captured from questionnaires or from magazines advertise materials, was the Peirce´s essence search for phenomenon distancing, when we observe it and let it talk and answer what it is. In the sense of permit the action of the object, and through of induction and deduction, extract analysis, by the characteristics that repeat or vanish, being laws, habits or changing them. The present work is based in some author´s thoughts. For the history of fashion, we have the Crane and Roche´s historic reports and the value contribution of the sociologist Simmel. The jeans history is explained by Sullivan and Huiguang and Lv, and is present along the research. In the discussion about the principles of advertising, marketing and fashion we can appreciate the authors Lipovestky (the fast and a concrete fashion), Bauman (consumers society), Baudrillard (consumption society), Martins (brand value), Predebon (brand identity), Kotler (classic marketing principles) and Iasbeck (contemporaneous speech of advertising). To categorization of the analysis changeable from the ad pieces, it was used the principles of the space organization like mediation proposed by Ferrara and the index of visual language, proposed by Dondis
Este trabalho tem como finalidade investigar a trajetória do jeans ao longo dos anos relacionando-o com seu aspecto democrático, por ser uma vestimenta adotada por diversas classes sociais. Analisa-se como e por quê a moda jeans é arraigada no contexto social e qual o papel da publicidade na construção da imagem desse tipo de vestimenta. Sabendo que a moda é definida a partir de níveis sociais hierárquicos, este trabalho analisa a hipótese de que esta vestimenta percorreu caminho inverso, antes de democratizar-se entre todas as classes sociais. De roupa feita para garimpeiros, no começo de sua trajetória se transformou em artigo de luxo. Porém, mesmo havendo essa escalada nas classes sociais, podemos perceber que, até hoje, essa vestimenta se encontra presente em todas elas. Para conseguir averiguar os valores culturais e sociais inerentes ao jeans, a comunicação publicitária se faz presente, por exercer um importante papel ao representar uma ferramenta de apelo ao consumo que indica os valores, gostos e ideologias de cada época, principalmente quando se fala de moda. No sentido de captar a percepção social a respeito do jeans foram aplicados questionários a indivíduos nascidos na década de 50 à década de 90. Na análise cruzam-se os dados das possíveis mensagens publicitárias das peças analisadas e a imagem que estes indivíduos têm no seu imaginário a respeito dessa vestimenta. A principal metodologia de análise dos dados coletados, sejam eles os obtidos através dos questionários ou o material publicitário retirado de revista, foi a essência peirceana da procura do distanciamento do fenômeno, observá-lo e deixá-lo responder o que ele é. No sentido de permitir que o objeto objete e através de indução e dedução, extrair análises, por meio de características que se repetem ou esvaem, tornando-se leis, hábitos ou modificando-os. O presente trabalho tem como embasamento para história da moda os relatos dos historiadores Crane e Roche e as valiosas contribuições do sociólogo Simmel, que já em 1905 questionava a representação do vestir social. A história do jeans explanada por meio de Sullivan e Huiguang e Lv também encontra-se inclusa ao longo da pesquisa. Na discussão a respeito dos princípios publicitários de marketing e de moda estão os autores Lipovetsky (o efêmero e a moda consumada), Bauman (sociedade de consumidores), Baudrillard (sociedade do consumo), Martins (valor de marca), Predebon (identidade de marca), Kotler (princípios clássicos do marketing) e Iasbeck (discurso publicitário contemporâneo). Para uma categorização das variáveis de análise das peças publicitárias, foram utilizados os princípios da organização do espaço como mediação propostos por Ferrara e os vetores da sintaxe da linguagem visual, proposto por Dondis
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Oglesby, Corliss Deionn. "The New Frontier of Advertising: Computer-Generated Images as Influencers." UNF Digital Commons, 2019. https://digitalcommons.unf.edu/etd/861.
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The use of computer-generated images as influencers of consumer opinions and behavior is an emerging advertising strategy. This research investigates the advantages and disadvantages of using computer-generated images (CGI) as influencers of human behavior from the perspective of promoting a brand. The power of electronic word of mouth (social media) and how it is incorporated in computer-generated images used as influencers is discussed as a major factor in consumer decision making. The social media account content of computer-generated images was analyzed by conducting a frame analysis to discern how computer-generated images are portrayed on social media. A frame analysis of 577 social media posts was used to develop a framework for future social media strategies for computer-generated images. CGIs be portrayed as transparent, engaging, and as a socialite. Best practices for using computer-generated images were identified by conducting an interview with a representative of a brand that has collaborated with an influential computer-generated image. Innovation, listening to the consumer voice, and creative control should be prioritized in this growing field of CGIs and CGI partnerships.
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Ruiz, Mutikainen Linnéa. "The fine line between journalism and advertising : A critical discourse study of ELLE.se’s use of advertorials and click-based content and an evolving hybrid genre." Thesis, Stockholms universitet, Institutionen för mediestudier, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:su:diva-157278.
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The purpose of this study is to explore the expressions of a commercialising fashion journalistic genre by focusing on how ELLE.se, Sweden’s biggest online fashion platform, use advertorials and click-based content. This is investigated through three research questions focusing on what journalistic and marketing discourses that are apparent in advertorials and click-based material; what blend of genres that are seen in different kinds of text commercial on ELLE.se and what discursive conflicts between journalistic ideals and commercial pressure are seen in the production of advertorial content. Theories used in the study are marketisation of public discourse together with Fairclough’s Critical Discourse Analysis (CDA), the commercialisation of news and lastly genres, also focusing on fashion journalism as a genre. In order to explore the expressions a discursive analysis is used on advertorials and click- based material on ELLE.se whilst qualitative interviews with respondents producing the content are conducted to investigate the third research question. The results of the study show that numerous journalistic and marketing discourses are apparent in advertorials and click- based material, with personification through conversational discourse, the pursuit of happiness by portraying the reader as an imperfect person and a friendly brand through corporate advertising as three recurrent themes. A majority of the text commercial at ELLE.se balances between editorial content and advertisement, demonstrating many aspects of an evolving hybrid genre. Lastly, respondents in the qualitative interviews identify digitalisation, loss of journalistic quality and decreased reliability as three discursive conflicts between journalistic ideals and commercial pressure. The result stresses how the impact of commercialism and how journalistic and promotional discourses are continuously blended, showing aspects of ongoing hybridisation and converging genres.
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DeLong, Ellen Elizabeth. "Advertising Domesticity: A Content Analysis of Traditional Messages in Seventeen Magazine, 1946-1948." University of Akron / OhioLINK, 2008. http://rave.ohiolink.edu/etdc/view?acc_num=akron1216912746.
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Ok, Pelin. "European luxury fashion brand advertising and marketing relating to nostalgia: a focus on Dolce&Gabbana adverts with a comparison to Italian cinema after World War II." Doctoral thesis, Universitat Pompeu Fabra, 2019. http://hdl.handle.net/10803/667066.
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La investigación examina cómo las marcas europeas de moda de lujo utilizan la nostalgia en su estrategia de publicidad y marketing, y en concreto, cómo el concepto de nostalgia utilizado en los anuncios de Dolce & Gabbana refleja la sociedad italiana, su estilo de vida y el cuerpo de la mujer. Asimismo, la tesis compara estos elementos con los tópicos presentes en el cine producido en Italia tras la II Guerra Mundial, estableciendo paralelismos y divergencias entre la publicidad y el neorrealismo cinematográfico italiano. La investigación utiliza el análisis de contenido de imágenes, la teoría del transporte narrativo, y la semiótica. Para ello se realizó un análisis cualitativo del contenido de las imágenes a través del programa NVIVO. El análisis se centra también en los anuncios nostálgicos de Dolce & Gabbana y en la comparación con los elementos característicos del cine italiano neorrealista, producido después de la Segunda Guerra Mundial.This research examines how European luxury fashion brands use nostalgia in their advertising, and marketing, and how the nostalgia related adverts of Dolce & Gabbana reflect Italian society & their lifestyle, and female body after World War II with a comparison to Italian cinema. The research adopts content analysis of imagery as a research method, Narrative Transportation Theory, and semiotics. A qualitative content analysis of imagery was conducted via NVIVO to analyze the adverts of five luxury fashion brands. The research focused on nostalgic D&G adverts since they were inspired by Italian cinema after WWII, and made a comparison among the adverts, and Italian cinema characteristics after WWII by establishing similarities, and differences. This research offers a different product category to investigate for nostalgia literature: Luxury fashion brands’ advertising, a different cultural context to examine: European luxury fashion brands, and examines these brand characteristics within the adverts’ narratives by semiotics.
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Santarelli, Christiane Paula Godinho. "Processos de análise da imagem gráfica: um estudo comparativo da publicidade de moda." Universidade de São Paulo, 2009. http://www.teses.usp.br/teses/disponiveis/27/27154/tde-21102010-102606/.
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Processos de análise da imagem gráfica: um estudo comparativo da publicidade de moda. Esta pesquisa que tem como principal objetivo analisar comparativamente anúncios publicitários impressos de moda1 nacionais e internacionais com a intenção de entender seu processo persuasivo, os recursos de sedução e de manipulação. Para atingir este objetivo, resgataremos algumas das principais propostas de análise da imagem na publicidade impressa e contribuiremos com uma sugestão para um novo modelo que segue a trajetória da percepção da imagem à ação esperada do leitor modelo incluindo considerações sobre a campanha em que o anúncio examinado está inserido e o seu contexto. Para demonstrar o modelo de análise proposto analisaremos três anúncios de marcas de artigos de vestuários ligadas ao segmento do jeanswear.Graphic image analysis processes: a comparative study of fashion advertising. The main objective of this survey is to undertake comparative analyses of domestic and international fashion2 ads aiming to understand both their persuasive processes and their seduction and manipulation resources. To achieve this objective, we will rescue a few of the main image analysis proposals in advertising in print and contribute with a suggestion for a new model that ranges from image perception to the readers expected course action, including considerations on the campaign in which the ad under analysis is inserted and its context. To demonstrate the proposed study model, we will analyze three jeanswear article ads.
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Martins, Josemar. "A CONSTRUÇÃO DA IDENTIDADE EM CAMPANHAS/PEÇAS FOTOGRÁFICAS DE MODA DE MARCAS NACIONAIS." Universidade Federal de Santa Maria, 2013. http://repositorio.ufsm.br/handle/1/6341.
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Coordenação de Aperfeiçoamento de Pessoal de Nível SuperiorThis dissertation proposes to examine, since the perspective of a discursive semiotics, advertising communication targeted to fashion, examining in particular photographic fashion advertising texts in their broader context, that is, inside the vehicle, and related to the fashion campaign to which they belong to , in order to check out how they build the identity and image of the brand and / or products advertised, and what are the strategies which are used to summon your target audience to the consumer and interaction with the brand. The proposed analysis will be conducted through eight advertisements belonging to four jeanswear brands that are part of photographic advertising campaigns (spring-summer and autumn-winter), published between the years 2011 and 2012, by magazine Vogue Brazil, which, de per si, updates the need to examine carefully, beyond the advertising, the characteristics of the photographic text , the social-communicative functions, and magazine media.
A presente dissertação propõe-se a analisar, na perspectiva de uma semiótica discursiva, a comunicação publicitária direcionada à moda, examinando em especial textos publicitários fotográficos de moda em seu contexto mais amplo, isto é, no interior do veiculo, e relacionados com a campanha de moda da qual fazem parte, com vistas a verificar como eles constroem a identidade e imagem da marca e/ou dos produtos anunciados, bem como quais são as estratégias de que se utilizam para convocar seu público alvo ao consumo e interação com a marca. A análise proposta será realizada em oito peças publicitárias pertencentes a quatro marcas de jeanswear que fazem parte de campanhas publicitárias fotográficas (primavera-verão, outono-inverno), publicadas entre os anos de 2011 e 2012, pela revista Vogue Brasil, o que, de per si, atualiza a necessidade de examinar, com atenção, para além do publicitário, as características do texto fotográfico, as funções sócio-comunicativas da moda, e a mídia revista.
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Söderström, Jasmine, and Julia Magnusson. "Kommunikation med genusperspektiv i ett modesammanhang." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-14014.
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Uppsatsen undersöker hur man kan arbeta med kommunikation och genusfrågor i ett modesammanhang, vilken respons och effekt kommunikationen kan leda till samt om denna kommunikation kan bidra med konkurrensfördelar hos modeföretag. I arbetet undersöks hur ett modeföretag arbetar med genusfrågor och genusorienterad kommunikation samt vilken respons kommunikationen kan få, med fokus på den kvinnliga konsumenten som mottagare på marknaden. Många företag arbetar idag med kampanjer och kollektioner som fokuserar på genusfrågor och att försöka bryta stereotypiska uppfattningar kring manligt och kvinnligt på modemarknaden. Som metod för undersökningen har intervjuer med kommunikationsansvarig på Åhlens utförts. Åhlens är ett modeföretag som arbetar med att utmana könsstereotyper och normer kring genus i sin kommunikation. Därtill har även en butiksobservation genomförts för att undersöka huruvida Åhlélns grundvärderingar inom området når ut till butik och hur de utövas av butikspersonal. Även en enkätundersökning med fokus på genusorienterad kommunikation har använts för att undersöka kvinnliga konsumenters respons på marknaden. Kommunikationsprocessen används som teoretisk modell samt som en grund i arbetet där man ser modeföretaget som sändare av ett budskap och konsumenten som mottagaren, där det ideala är att målgruppens uppfattningar om företagets budskap stämmer överens med företagets egna uppfattningar kring kommunikation. Ytterligare teorier som har använts är en övergripande genusteori samt modellen om identitet, profil och image som beskriver ett företags uppfattade värderingar. De två teoretiska modellerna samt genusteorin har som syfte att väva samman genus och kommunikation samt att undersöka hur dessa två begrepp kan skapa konkurrensfördelar på marknaden. Resultatet beskriver att det finns en problematik i att använda sig av en genusorienterad marknadskommunikation som framförallt beror på starkt inbäddade kulturella värderingar kring könsstereotyper och genus i modesammanhang. Samtidigt visar resultatet och analysen av undersökningen att det finns en positiv inställning till kommunikation som utmanar könsstereotyperna på marknaden och att konkurrensfördelar kan nås om genomförandet av genusorienterad kommunikation överensstämmer med de befintliga värderingar som finns om modeföretaget hos konsumenten.The essay investigates how to work with communication and gender issues in a fashion context, what response and effect this communication can contribute to, and whether the communication can in turn lead to a competitive advantage with fashion companies. The work examines how a fashion company can work specifically with gender issues and what response communication can get on the market, in our work, with focus on female consumers. Many companies today work with campaigns and collections that focus on gender issues and try to break stereotypical perceptions of male and female in the fashion market. Two interviews with a communication officer at Åhlens, a fashion company that focuses on challenging gender stereotypes and norms about gender in their communication strategy, has been performed for our investigation. In addition, we have also performed observations instore to find out whether Åhlens’s core values in the area are visible in their stores and how they are exercised by store personnel. We have also performed a survey that focuses on gender-orientated communication to investigate the market response from a female consumer perspective. The communication process is used as a basis in the work where the fashion company is viewed as a sender of a message and the consumer is the recipient, where it is ideal that the consumer's perceptions of the company's message are in line with the company's own perceptions of communication. We have also applied an overall gender theory as well as a model of identity, profile and image that describes the perceived values within a company. The two theoretical models and the gender theory aim to interweave gender and communication as well as to examine how these two concepts can create competitive advantages in the marketplace. The result describes a problem in using gender-orientated marketing communication, which is mainly due to strongly embedded cultural values and norms about gender stereotypes and gender in a fashion context. Our result and analysis also shows a positive attitude towards communication that challenges the gender stereotypes, and that competitive advantages can be achieved if the implementation of gender-orientated communication complies with the existing values of the fashion company that the consumer holds.
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Yamashita, Kyoko, and Emma Stenson. "Sexually Objectified Male Portrayals in Fashion Advertisements : Swedish Male Adults Perspectives and Attitudes towards the male portrayals and its Effects on Brand Image." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-22007.
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Background: For decades, gender representation in advertising has occupied the attention of researchers, where especially advertising that depicts women sexually has been well examined. However, relatively few research works have investigated the sexualization and objectification of men in advertising, although it is starting to change. Research Purpose: The purpose of this research is to analyze Swedish male's perspectives of male representations in fashion advertising, specifically, sexualized, and objectified male representations and its effects on brand image. Methodology: For this study, a qualitative research method with a deductive approach was applied. The data collection was conducted through semi-structured interviews, using a topic guide based on the proposed analytical framework by Edell & Burke. 17 stimulus in the form of advertisements were chosen from internationally well-known brands as well as Swedish brands within the time frame of the last ten years, from 2013-2019. 17 semi-structured, in-depth interviews with Swedish male adults between the ages of 25-57 were conducted. Findings: The findings, in relation to RQ1, showed that the aspects emphasized by Swedish male adults in discussing sexually objectifying images of men in advertising are: “lack of reality”, “body focus and lack of purpose”, “lack of new-thinking” and “lack of inclusion and self-identity with brands”. The findings, in relation to RQ2 showed that the men’s negative feelings, judgements, beliefs and attitudes about and towards most of the brands and advertisements resulted in a negative or ambivalent brand image. An exception to this was the men’s positive feelings, judgements, beliefs and attitudes towards the American Eagle and Dressman which resulted in mostly a positive brand image. Conclusion: In conclusion, the findings of this thesis confirms firstly that the aspects emphasized by Swedish male adults in discussing sexually objectifying images of men in advertising are: “lack of of reality”, “body focus and lack of purpose”, “lack of new thinking” and “lack of inclusion and self-identity with brands”. Secondly, Swedish men’s attitudes towards sexually and objectified males in fashion advertisements resulted in a positive, negative, or alternatively, an ambivalent brand image being created, depending on the context the brand image was analyzed from. Theoretical Contributions: This thesis contributes in several ways theoretically to literature on the topic of advertising, gender stereotyping and sexualizatiom in relation to the advertising of males. Firstly, it highlights a modern phenomena which has been overlooked in previous research. Secondly, it contributes to new areas of consumer attitudes, in this case Swedish male adults, which has not previously been thoroughly investigated. Lastly, this thesis contributes with updated, descriptive as well as specific information on the phenomena and ultimately creating and generating a better understanding of the phenomena: sexualized and objectified men in fashion advertising and the effects it has on brand image.
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Droščáková, Jana. "Marketing módnych značiek so zameraním na značku Zara." Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-198056.
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The diploma thesis concerns with the specifics of fashion industry and marketing of fashion brands, with a closer focus and attention on a Spanish clothing brand Zara.The purpose of this work is to offer the reader an overview of marketing methods and tools used by fashion brands to reach, get and keep customers and to specify the actual forms of marketing communication used by the renowned Zara. The goal of the thesis is to find out the awareness of these marketing tools among Czech customers, what they think of the brand itself and then provide suggestions to improve its existing image. The first part gives an overview of available theory on fashion industry and marketing, and it describes and characterises the marketing communication of Zara. The second part is based on own marketing research with the purpose of defining the activity of the brand in Czech environment and unveiling the marketing goals of Zara in the Czech Republic. The aim is to find out the impact of the brand on Czech consumers and whether its idea of own positioning corresponds with the outcome of the consumer reasearch.
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Graham, Mary A. "THE EFFECT OF PERSONAL SCANDAL ON CELEBRITY ATHLETES AND SHOPPER’S PURCHASE INTENTIONS AND ATTITUDE FAVORABILITY." UKnowledge, 2012. http://uknowledge.uky.edu/mat_etds/2.
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Athletes have become more than sports professionals; they are million dollar investments for brand images. Businesses worldwide have transitioned old promotional schemes to athlete endorsements and have experienced positive reactions to the public change. Athletes connected with consumers on a heroic level and translated the brand’s message to purchasers through the theory of transference of affect (White, Goddard, & Wilbur, 2009). Subsequently, there had been an equal rise in the caution businesses exercised as several athletes found occupancy in negative press. Those involved in scandals posed reputational risks for businesses and could reduce positive transference to consumers. The purpose of this study was to test the impact of negative media portrayal (reputation) about athlete endorsers on male consumer’s purchase intentions and attitude favorability towards high or low involvement products. Online surveys were distributed to a Midwestern University, 196 surveys were analyzed. Findings showed purchase intention was affected by reputation for high involvement products; reputation was not an accurate predictor of consumer attitude toward high or low involvement products. Athletes involved in scandals remained effective as endorsers for low involvement products whereas, athletes with positive reputations succeeded when promoting high involvement products.