4. 4
BEAUTY
AESTHETICS
A branch of philosophy dealing with
the nature of beauty, art, taste, with
the creation and appreciation of
beauty.
It is more scientifically defined as the
study of sensory-emotional values,
sometimes called judgments of
sentiment and taste.
More broadly, scholars in the field
define aesthetics as –critical
reflection on art, culture and nature.–
Olga
Niescier
6. 6
evolu?onary
AESTHETICS
–There is evidence that perceptions of beauty are evolutionarily determined,
that things,
aspects of people and landscapes considered beautiful are typically found in
situations
likely to give enhanced survival of the perceiving human's genes.–
Olga
Niescier
12. 25
PARAMETERS FOR
BRAND IDENTIY
MAKING DISTINCTION
i.
WHILE MASS IS GOING –SNOB–
perfect, glamour, pretty, ect
i.
LUXURY IS GOING –SLOB–
imperfect, understatement,
raw, unaesthetic
Olga
Niescier
20. Olga
Niescier
33
PARAMETERS FOR BRAND IDENTIY
ARCHETYPES
TOM
FORD
–
THE
LONELY
MAN
JOHN
GALLIANO
–
THE
PIRATE
NIKE
–
THE
HERO
DRIES
VAN
NOTEN
–
THE
EXPLORER
BELSTAFF
–
THE
GUARDIAN
21. Olga
Niescier
34
PARAMETERS FOR BRAND IDENTIY
ARCHETYPES
IN
FASHION
YOU
WORK
ON
THE
EDGE,
ON
THE
B
SIDE,
ON
THE
OPOSITION
--
TO
BRING
OUT
THE
ARCHETYPE
WITH
THE
HUMAN
IMPERFECTION
AND
THE
INTRIGUE
22. Olga
Niescier
35
PARAMETERS FOR BRAND IDENTIY
ARCHETYPES
THOUGHT
ENERGY
SUBSTANCE EMOTION
LOVER
b--side
WOMANISER
ANGEL
b--side
DEVIL
SAGE
b--side
DICTATOR
WARRIOR
b--side
DESTROYER
FAIRY
b--side
FANATIC
MOTHER
b--side
STEPMOTHER
RULER
b--side
ANARCHIST
CREATIVE
b--side
INSANE
