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.
Wednesday, July 21, 2010
EOC About Me
My name is Nicolle Chan; I am originally from Southern California where I lived for 16 years until I moved to Las Vegas. I am currently pursuing my goal of becoming a full time events coordinator. I have experience in planning for weddings, bridal showers, birthday parties, and even fashion shows. I was the assistant director for a balloon couture fashion show last summer and most recently I was the stage manager and model coordinator for a student fashion show held at The Art Institute of Las Vegas. All of these past experiences have prepared me for future events that I will plan to the fullest and I simply cannot wait for them to arrive on my lap. I have learned and grown from the fact that planning and creating an event is not an overnight assignment that can be fulfilled with alcohol and party streamers. It is hard work that should not be taken lightly, and I am ready for what the world has in store for me. Planning, directing, styling, creating, from the outside in it seems like my life is a whirlwind; when really my life is one big party and everyone is the guest of honor.
EOC Week 1 Discussion Questions
1. What is fashion branding?
It is “The cumulative image of a product or service that consumers quickly associate with a particular brand, it offers an overall experience that is unique, different, special and identifiable.” It is also the context that surrounds the garment as well as the image that designers, retailers, manufacturers and promotional consultants create n order to encourage consumers to buy new items. Branding creates a vision for a company because it’s a competitive strategy that targets customers with products, advertising and promotion organized around a coherent message as a way to encourage purchases and repurchases.
2. How are companies able to sell items like T-shirts, jeans, and sunglasses at high prices?
Companies are able to sell simple items at high prices because of branding. Branding helps them appear unique amongst competitors. Underwear has become a fashion commodity because of mass merchandising.
3. Identify three different consumer groups that are different from you.
Three consumer groups that are different from myself are the Amish, the Asian culture and Middle Eastern women. The Amish live in a materialistic free world, while I on the other hand, am very materialistic. In the Asian culture is very common to mix and match clothing. In the middle east, the women are not allowed to have any sort of skin exposure, having lived by the beach for the most part of my life, I find being completely covered a punishment.
It is “The cumulative image of a product or service that consumers quickly associate with a particular brand, it offers an overall experience that is unique, different, special and identifiable.” It is also the context that surrounds the garment as well as the image that designers, retailers, manufacturers and promotional consultants create n order to encourage consumers to buy new items. Branding creates a vision for a company because it’s a competitive strategy that targets customers with products, advertising and promotion organized around a coherent message as a way to encourage purchases and repurchases.
2. How are companies able to sell items like T-shirts, jeans, and sunglasses at high prices?
Companies are able to sell simple items at high prices because of branding. Branding helps them appear unique amongst competitors. Underwear has become a fashion commodity because of mass merchandising.
3. Identify three different consumer groups that are different from you.
Three consumer groups that are different from myself are the Amish, the Asian culture and Middle Eastern women. The Amish live in a materialistic free world, while I on the other hand, am very materialistic. In the Asian culture is very common to mix and match clothing. In the middle east, the women are not allowed to have any sort of skin exposure, having lived by the beach for the most part of my life, I find being completely covered a punishment.
Wednesday, July 14, 2010
BOC: Slip Slop Slap
Slip, Slap, Slop
In Australia there was a summer campaign that was called, “Slip, Slap, Slop.” Basically what it’s telling you to do is slip on a t-shirt, slop on sunscreen and slap on a hat. It is a campaign to help prevent skin cancer. It’s a little trendier then the usual skin cancer campaign because it’s more practical to generations today. “It's a fact that skin cancer is on the increase as millions of people around the globe enjoy more sunshine holidays and outdoor pursuits.”[1]
Since there is no such thing as a “safe tan,” putting on sun block is the safest way for anyone to prevent skin cancer. Even if your daily plans don’t include being in the sun, it won’t hurt to put it on to still be safe. “Low latitudes, clear skies, fair-skinned people, and closeness to the Antarctic ozone hole give Australia the highest rate of skin cancer in the world”[2] The Cancer Council of Australia is the originator of the Slip Slop Slap campaign, it had begun 25 years ago. Since the launch of the campaign they have seen an increase in sun related behaviors safety. Australia’s skin survival rates have been proven to be higher than other countries.
“Any change in your skin, whether burned or slightly tanned, is a sign of ultraviolet radiation damage,” said Drusilla Hufford, director of EPA’s Stratospheric Protection Division and council co-chair.[3] There are many products in stores that will help with a fake tan. The right product will give you the same results just as any other tan would. It looks natural and will last for quite some time. Fake tans however, could be just as dangerous if taken the wrong route. Tanning beds are no safer than if you were to lie out in the sun. No matter what route someone takes to achieve that “natural glow” they still need to play it safe.
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