EOC Week 2 Discussion Questions

1. How has fashion advertising changed since the mid-twentieth century? What are some of the differences between ads that appeared before the 1950s and those from the 1950s, 1960s, and today?

Fashion advertising has changed dramatically since the mid-twentieth century. Before in fashion advertisements they were about the product and had all the detailed information, now it’s all about sex. Some of the differences between ads before the 1950s and those from the 1950s to today are that before every consumer was about practicality and the availability of products. Today the context of a fashion advertisement is that of a hyperreality. Most luxury brands give the illusion that the product in the advertisement is attainable, but attainable to whom? You don’t see me strutting down the streets in an Yves Saint Laurent dress.

2. What are some of the theories related to fashion branding (i.e., Barthes and Baurdrillard?) What do they say about fashion branding as a means of communicating with consumers? How do the contemporary ideas of Hamilton, DeBord, Agins, Gobe, and McCracken relate to those of Barthes and Baurdrillard?

Roland Barthes believed that clothing garments are created and stylized in the design process to suit current fashions. Jean Baurdrillard had another theory. He believed that those having a social standing are the ones who created the hyperrealitys and the distortions between hyperreality and reality, and that hyperreality is presented to the consumers through the media. The more contemporary ideas are built off of the theories created by Barthes and Baurdrillard. They feed off of the basic concepts of Barthes and Baurdrillard but twisted in such a way to get consumers to see how emotional and ideal fashion advertisements are today.

3. What types of meanings does Grant McCracken associate with fashion products? Do you agree or disagree? If you disagree, what would you add to or delete from his list? Give an example of one of his meanings.

One of his meanings suggests that through certain individuals and social interaction, this is what assigns status to certain fashion-branded garments. He also believes that fashion marketing is one of the keys to creating and generating future consumer consumptions. Gender, lifestyle, and occupation are some of the many types of meanings that McCracken classifies as company targets. I’m not so sure on what I would add to this list because it pretty much covers all bases. I was going to say take out time and place, but you do have to target your consumer based on their overall location.