EOC: Discussion Questions Ch.2

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 1950’s, 1960’s and today?

Fashions ads have drastically changed from that of the 1950’s. The ads which I have seen from the 1950’s are subtle and make you dig deeper into the story of the ad then how it is now which it’s mostly right up in your face. They had hints in their ads that helped you relate to those ads, but today it’s mostly sex, sex, and more sex! Sex sells and they did use it back in the 1950’s but not how graphic it is today. Today everything is more out in the open where as back in the 1950’s you had to watch what was said or what you watched the television or heard on the radio, it’s just how the times were back then. It has evolved into a open environment in my opinion and some ads are way too open.

2.What are some of the theories related to fashion branding (i.e., Barthes and Baudrillard)? 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?

Roland Barthes said “clothing garments are created and stylized in the design process to suit current fashion. “ He believed that a garment is actually present in fashion system at three distinct levels: the real garment; the terminological garment; and the rhetorical written garment.
Jean Baudrillard theory was hyperreality. This meant hyperreality presents itself to consumer through media. He believed that brands are the principle concepts of advertising culture, and that they constitute a new discourse in the order of consumption. I think the modern views that are shown today derive from what Barthes and Baudrillard said but we have now taken it and dug deeper to grab onto the root of branding and how it does connect to the 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.

Grant McCracken identifies nine different types of meaning that are usually targeted by companies: gender, lifestyle, decade, age, class and status, occupation, time and place, value and fad, fashion and trend meanings. These meanings are determined by the company, its competitors, customers, marketing segmentation, product and service, positioning, market mix, and price of each consumer item. I agree with McCracken. I believe we do associate ourselves with the brand by those meanings or they brand us by those meanings.