Sgp

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  • Sgp

    1. 1. Fashion Advertising and Editorials Date
    2. 2. Thesis ✤ Effective imagery is created in fashion photography for marketing purposes through a variety of techniques that include the use of celebrities, portrayal of fantasies, controversy, and eroticism. ✤
    3. 3. The Demographic
    4. 4. Editorials ✤ multi- page layout in fashion magazines ✤ series of photographs of different outfits, with a cohesive feel ✤ styled by the magazine as a feature ✤ designed to showcase clothing ✤ (style.com)
    5. 5. Print Ads ✤ purchased by outside companies ✤ one ad campaign per clothing line released ✤ designed to sell a product ✤ (Widermann 8)
    6. 6. The Importance of Ads ✤ Revenue chart
    7. 7. Celebrity ✤ marketing tactic to draw readers to purchase either: ✤ the magazine ✤ a specific product ✤ actors/actresses are used as models in ad campaigns ✤ high-profile photographers shoot the campaigns
    8. 8. Fantasy ✤ fashion associated with glamour ✤ exotic settings ✤ expensive props ✤ extensive photoshop ✤ styled to sell an “image”, not just the product ✤ (O’Loughlin)
    9. 9. Controversy ✤ controversial ads get more media coverage ✤ more media coverage is free advertising ✤ risky because company could develop a negative image ✤ companies known for controversial advertising include Calvin Klein and American Apparel
    10. 10. Hyper-sexualization ✤ model is displayed as a sexual object ✤ “Also, in about 65% of all print ads, women are shown with open mouths. This is seen as a very sensual, sexual gesture of submission by men.” (Price) ✤ appeal to a personal desire to emulate the qualities exhibited by people in the advertisements ✤ (Merskin)
    11. 11. Homoeroticism ✤ Shock value ✤ underlying homosexual undertones of the fashion industry ✤ men surprisingly make up 47% of Vogue readers ✤ (Meers)
    12. 12. Advertising in Commercials ✤ http://www.youtube.com/watch?v=YK2VZgJ4AoM
    13. 13. Impact ✤ Modern ads are usually only pictures ✤ Vintage ads featured large amounts of text ✤ modern advertisements have moved away from text. (Widermann 1)
    14. 14. Guerilla Marketing ✤ Imaginative ✤ Unconventional ✤ Consumers targeted in unexpected places ✤ Word of mouth ✤ (Guerilla Comm.)
    15. 15. Advertising vs. Editorial
    16. 16. Photography ✤ Poses ✤ . Models looking at each other. ✤ eye contact. ✤ Looking away.
    17. 17. Photography ✤ lighting ✤ models in action ✤ props ✤ angles
    18. 18. Photography ✤ candids ✤ emotions
    19. 19. Photoshopping
    20. 20. Photoshop ✤ Skin smoothed ✤ wrinkles removed ✤ flyaways corrected ✤ color corrected
    21. 21. Controversy and Calvin Klein ✤ “Under increasing pressure and scrutiny, Klein recalled the ads, but not before the ensuing controversy and publicity had turned his jeans into the "must-have" item of the season. As one marketing director noted, this controversy took Klein's "coolness factor from a 10 to a 60," and if continued sales are any indication, his "bad boy" reputation has only enhanced his products in the eyes of young consumers.” (Calvin Klein: A Case Study)
    22. 22. Famous Controversial Ads
    23. 23. Famous Controversial Ads
    24. 24. Famous Controversial Ads
    25. 25. Famous Controversial Ads
    26. 26. Famous Controversial Ads

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