1. How has fashion advertising changed since the mid – twentieth century? What are some of the differences between ads that appeared before the 1950’s and those from the 1950s, 1960s, and today?
-Before the 1950’s advertising was just about showing your brand name and a product, a simple message that didn’t really say much and was just simply about showing product. After the idea of storytelling was brought about to advertising, the whole industry changed. Brands now try to capture their consumers in a story that is a connection between the brand and an image.
2. What are some of the theories related to fashion branding (i.e., Barthes and Baudillard)? 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 Baudrillard?
-Baudrillard says that there are four stages to an advertisement, he says that the fourth stage which is hyperreality is the most effective, it gets the consumer to believe that the message the ad is trying to relay is real. Such as airbrushed models in magazines. From Baudrillard to the more contemporary theorists of advertising, I think they were all on the same page. The most important thing is to capture your audiences emotion by creating a reality for the consumer, the only retailers and designers that will survive, are the ones that know how to brand themselves.
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 the meanings.
Gender, lifestyle, decade, age, class and status, occupation, time and place, value, and fad, fashion, and trend meanings. I agree with all of these meanings, each one of these contributes to the why in the consumers mind.
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