Is it because we see them on a famous actress walking the red carpet at the Academy Awards? Do we buy a new dress because we’ve seen it in a magazine and we know it is the latest trend? Are women shelling out money…
Information and photographs that appear on the Internet instantaneously reach millions of women the world over. Immediately, they know which fashions are in and which are out. They see the colours and trends on splashy, popular websites. They find out very quickly what they should be wearing and what they shouldn’t.
A time-honoured tradition used by the fashion industry to set trends and market their designs has been to work with famous people to model their clothes. With the advent of such shows as MTV and other music shows, the multiplicity of award shows, the public is barraged with a plethora of designs to choose from. However, the ultimate message from the fashion industry is; “if a famous person wears this – it must be cool and therefore you must have it too!” As author, Anne Paxton1 writes in a savvy Internet article; “Everyone from Gloria Swanson and Marilyn Monroe, to Audrey Hepburn and Grace Kelly have helped fashion influence the public, but the media craze over celebrities is hotter than ever before. TV and movies have taken center stage when it comes to both entertainment and fashion. Magazines spend endless ink on what Madonna and Jennifer Lopez wear to award shows.” Paxton even suggests that this marketing strategy may well end the need for models to strut their stuff on the catwalks. This strategy proves to be a win-win situation for both the fashion industry and celebrities as they cash in on the free items that various designers throw their way.
Another specific strategy used by the fashion industry is online advertising. The use of the Internet involves several strategies which include: creating an online version of a print magazine, banner ads (ads placed on specific sites for greater exposure) and well-placed photographs and articles about the fashion industry. According to an industry report on the Internet and marketing strategies by women’s magazines, ...
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Toronto: Nelson Education, 2010. Chapter 3 – Representation and the Construction of Social Reality, pp. 67-96. 1. Language as System of Codes and Signs. In the beginning of Chapter 3 of “Popular Culture: A User’s Guide” (2010), O’Brien and Szeman introduce the framework for linguistic analysis of popular culture which is based in the “mechanics of sign systems.” (p.68) The intention of the authors in this introduction is to deconstruct the phenomenology through which meaning itself is created in social relationships through communication.
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