EOC: Discussion Questions Chapter Two

1.) How was 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 1950’s, and 1960’s, and today?

"Fashion branding became important as the popularity of mass produced fashion grew in the 20th century."(Brand Story, Joseph Hancock, page 13) Fashion advertising has changed from the mid-twentieth century, because of the growth of the mass-produced fashion in the twentieth century. This was possible through the development of mass media. The ads before the 1950’s where made for “everyman” and the function and use of a garment where emphasized. In the 1950’s the ads aimed at creating excitement for simple products. The 1960’s a fashion langue was developed through the French philosopher Roland Barthes. Hyper reality was formed and though storytelling advertisers tired selling their products to consumers. Today ads re greatly influenced by popular cultures and consumer lifestyles. Also our ads feature a lot of endorsements by celebrities and focus on things such as real or authentic.

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

Some of the theories that are related to fashion branding are those of Barthes and Baurillard. "Jean Baudrilled, defined postmodernism as a time of simulation in which the boundaries between what is real and what is perceived as real have been conflated." (Brand Story, Joseph Hancock, page 17) He came up with the theory of hyper reality in which a person was unable to distinguish between what is real and attainable versus a fantasy."Baudrillard believed that brands are the principal concepts of advertising culture, and that they constitute a new discourse in the order of consumption." (Brand Story, Joseph Hancock, page 20) Barthies believed that there where three levels in the fashion system that included the real garment, terminological garment and the rhetorical written garment. Hamilton believes that fashion is the transfer from a global level then reaches and individual level. Her theory also dealt with how and why merchandise is made and distributed to the masses. The newer theories deal with why and how they reach the masses on a global level to where the older ones dealt with just that consumer.

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.

The types of meanings that Grant McCcracken associates with fashion products are that by studying clothing we understand the cultural evolution of our society. He places nine meanings that are usually targeted by company’s gender, lifestyle, decade, age, class and status, occupation, time and place, value, fad, fashion, and trend meanings. I agree with McCracken, because all of his meanings that are listed above make sense.