Advertising in the Fashion Industry - Annotated Bibliography Example

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This paper "Advertising in the Fashion Industry" is an annotated bibliography that discussed such works as “Narrative and Persuasion in Fashion Advertising”, “Brand Communities in Fashion Categories using Celebrity Endorsement”, “How Advertising Influences Consumption Impulses”, etc…
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Download file to see previous pages Phillips, Barbara J., and Edward F. McQuarrie in their work “Narrative and Persuasion in Fashion Advertising” analyze fashion advertisements to demonstrate how narrative transportation can be used to persuade consumers in the fashion industry. Narrative transportation is “the act of being transported into a story world as a result of becoming involved in a tale” (Phillips & McQuarrie 368). The main argument is that advertising practitioners use advertising imagery labeled the grotesque to generate narrative transportation for fashion consumers and also to assist in overcoming consumer resistance through fostering a more powerful experience of fashion brands. The authors draw from many theories (e.g., theories of brand experience, consumer culture theory, elaboration likelihood model, aesthetic theory) and fashion practitioners (e.g., Bottega Veneta, Michael Kors, Dolce & Gabbana, Jimmy Choo) to demonstrate that a multiplicity of fashion advertisements contain components that allow consumers to perform a narrative. A substantial number of advertisements contain narrative imagery with an element of grotesque which acts to provide consumers with a more powerful and sustained experience of the brand that occasioned it, hence igniting compulsive purchase decisions due to the ensuing positive outcomes arising from the powerful experience (Phillips & McQuarrie 380). Upon employing an interview methodology associated with consumer culture theory and interpretive perspectives, the authors found that most fashion consumers variously engage advertisements to act (consumer oriented to the product rather than its advertisement), identify (consumer tries on and negotiates identities as depicted in the advertisement), feel (consumer approaches fashion images primarily to regulate mood or to obtain a desired emotional response), transport (consumer-oriented towards the narrative complexity of the images offered in each advertisement), or immerse (consumer approaches fashion images primarily to regulate mood or to obtain a desired emotional response) (Phillips & McQuarrie 384-387).“The concept of advertising engagement is intended to open up a space for identifying routes to the persuasion of consumers” (Phillips & McQuarrie 370). This statement shows that the major objective of advertising is to persuade consumers to purchase products or services irrespective of need. “The idea is that consumers engage grotesque ads differently, in a manner that benefits the brands that construct this particular kind of imagery” (Phillips & McQuarrie 380). This shows that advertising practitioners have internalized the game of employing grotesque imagery and using narratives to transport the same to consumers with the view to creating market opportunities for fashion brands. This work is useful as it demonstrates how advertising practitioners employ grotesque imagery and transport it to consumers for purposes of reinforcing the brand experience and creating a need for consumers to purchase fashion brands.  ...Download file to see next pagesRead More
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