Dressing-up-for-being and the consumption of symbols of mark image through fashion´s visual communication

Detalhes bibliográficos
Autor(a) principal: Parisotto, Giovanna Chaves
Data de Publicação: 2012
Tipo de documento: Artigo
Idioma: por
Título da fonte: Discursos Fotográficos
Texto Completo: https://ojs.uel.br/revistas/uel/index.php/discursosfotograficos/article/view/13087
Resumo: The aim of this work is to reflect on how the aesthetic preferences can be considered the principal means of assertion of personality, when associated to the fact that fashion serves as visual and symbolic element and incites the desire to “dress-up-for being”. The analogy is derived from theexpression to-possess-for-being, usually employed to express values of interaction and social relationships. In this study, it implies the willingness to accept overprice charged by marks of prestige and that visual features are responsible for this cost aggregation, which is of an affective and emotional nature, and originated by advertising. Advertising is also an object of study,due to its language characteristics and goals, as seen in campaigns of a mark, with the intention do encourage a consumer to desire a product and become satisfied through a set of visual elements typical of such mark, connecting them to a symbolic representation (logo) – also fostering thedesire of consuming not only the product but also its power of signification. Semiology is adopted for theoretical and methodological fundament for its ability to allow for the comprehension of the consumption of the symbolicfaced by contemporary society. Five Chanel campaigns are analyzed, and from the readings offered by the images, contact is set with meanings inserted in them by the mark in order to act as a differential for its clients
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spelling Dressing-up-for-being and the consumption of symbols of mark image through fashion´s visual communicationVestir-para-ser e o consumo dos símbolos da imagem de marca pela comunicação visual na modaSymbol consumptionMeaningVisual communicationChanelMark.Teses e Dissertações. Design de Moda. Consumo. Chanel. Logomarca.The aim of this work is to reflect on how the aesthetic preferences can be considered the principal means of assertion of personality, when associated to the fact that fashion serves as visual and symbolic element and incites the desire to “dress-up-for being”. The analogy is derived from theexpression to-possess-for-being, usually employed to express values of interaction and social relationships. In this study, it implies the willingness to accept overprice charged by marks of prestige and that visual features are responsible for this cost aggregation, which is of an affective and emotional nature, and originated by advertising. Advertising is also an object of study,due to its language characteristics and goals, as seen in campaigns of a mark, with the intention do encourage a consumer to desire a product and become satisfied through a set of visual elements typical of such mark, connecting them to a symbolic representation (logo) – also fostering thedesire of consuming not only the product but also its power of signification. Semiology is adopted for theoretical and methodological fundament for its ability to allow for the comprehension of the consumption of the symbolicfaced by contemporary society. Five Chanel campaigns are analyzed, and from the readings offered by the images, contact is set with meanings inserted in them by the mark in order to act as a differential for its clientsO objetivo deste trabalho é refletir sobre como as preferênciasestéticas podem ser consideradas os principais meios de afirmação da personalidade quando associados ao fato de que a moda atua como elemento visual e simbólico e como produtora do desejo de “vestir-para-ser”. A analogia toma emprestados os termos da expressão ter-para-ser, comumentevinculada a valores de interação e vida social. No caso aqui tratado, está embutida a capacidade de pagar um diferencial de preço cobrado pelas marcas de prestígio, e a visualidade é responsável pela criação desse valor agregado, que é de natureza afetiva e emocional e originado pela publicidade.A publicidade é também objeto do estudo, pelas características e objetivo de sua linguagem, presente nas campanhas de uma marca com o intuito de fazer com que o consumidor deseje um produto e se satisfaça a partir de um conjunto de elementos visuais que caracterizam essa marca, vinculando-os a uma representação simbólica (logomarca) – com isso também despertando o desejo de consumo não somente para o produto, mas por seu poder de significação. A semiologia é adotada como fundamentação teóricometodológica por sua capacidade de fazer compreender o consumo do simbólico que vive a sociedade contemporânea: São analisadas cincocampanhas publicitárias da marca Chanel e, a partir da leitura propiciada pelas imagens, toma-se contato com os significados nelas inseridos pela marca para atuar como o diferencial para seus clientes.Universidade Estadual de Londrina2012-09-03info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionArtigo não avaliado pelos paresapplication/pdfhttps://ojs.uel.br/revistas/uel/index.php/discursosfotograficos/article/view/1308710.5433/1984-7939.2012v8n13p273Discursos Fotograficos; v. 8 n. 13 (2012); 273-2741984-79391808-5652reponame:Discursos Fotográficosinstname:Universidade Estadual de Londrina (UEL)instacron:UELporhttps://ojs.uel.br/revistas/uel/index.php/discursosfotograficos/article/view/13087/11307Parisotto, Giovanna Chavesinfo:eu-repo/semantics/openAccess2017-08-22T19:17:37Zoai:ojs.pkp.sfu.ca:article/13087Revistahttps://www.uel.br/revistas/uel/index.php/discursosfotograficosPUBhttps://www.uel.br/revistas/uel/index.php/discursosfotograficos/oairevistadiscursos@uel.br || laudi@uel.br || discursosfoto@uel.br10.5433/1984-79391984-79391808-5652opendoar:2017-08-22T19:17:37Discursos Fotográficos - Universidade Estadual de Londrina (UEL)false
dc.title.none.fl_str_mv Dressing-up-for-being and the consumption of symbols of mark image through fashion´s visual communication
Vestir-para-ser e o consumo dos símbolos da imagem de marca pela comunicação visual na moda
title Dressing-up-for-being and the consumption of symbols of mark image through fashion´s visual communication
spellingShingle Dressing-up-for-being and the consumption of symbols of mark image through fashion´s visual communication
Parisotto, Giovanna Chaves
Symbol consumption
Meaning
Visual communication
Chanel
Mark.
Teses e Dissertações. Design de Moda. Consumo. Chanel. Logomarca.
title_short Dressing-up-for-being and the consumption of symbols of mark image through fashion´s visual communication
title_full Dressing-up-for-being and the consumption of symbols of mark image through fashion´s visual communication
title_fullStr Dressing-up-for-being and the consumption of symbols of mark image through fashion´s visual communication
title_full_unstemmed Dressing-up-for-being and the consumption of symbols of mark image through fashion´s visual communication
title_sort Dressing-up-for-being and the consumption of symbols of mark image through fashion´s visual communication
author Parisotto, Giovanna Chaves
author_facet Parisotto, Giovanna Chaves
author_role author
dc.contributor.author.fl_str_mv Parisotto, Giovanna Chaves
dc.subject.por.fl_str_mv Symbol consumption
Meaning
Visual communication
Chanel
Mark.
Teses e Dissertações. Design de Moda. Consumo. Chanel. Logomarca.
topic Symbol consumption
Meaning
Visual communication
Chanel
Mark.
Teses e Dissertações. Design de Moda. Consumo. Chanel. Logomarca.
description The aim of this work is to reflect on how the aesthetic preferences can be considered the principal means of assertion of personality, when associated to the fact that fashion serves as visual and symbolic element and incites the desire to “dress-up-for being”. The analogy is derived from theexpression to-possess-for-being, usually employed to express values of interaction and social relationships. In this study, it implies the willingness to accept overprice charged by marks of prestige and that visual features are responsible for this cost aggregation, which is of an affective and emotional nature, and originated by advertising. Advertising is also an object of study,due to its language characteristics and goals, as seen in campaigns of a mark, with the intention do encourage a consumer to desire a product and become satisfied through a set of visual elements typical of such mark, connecting them to a symbolic representation (logo) – also fostering thedesire of consuming not only the product but also its power of signification. Semiology is adopted for theoretical and methodological fundament for its ability to allow for the comprehension of the consumption of the symbolicfaced by contemporary society. Five Chanel campaigns are analyzed, and from the readings offered by the images, contact is set with meanings inserted in them by the mark in order to act as a differential for its clients
publishDate 2012
dc.date.none.fl_str_mv 2012-09-03
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Artigo não avaliado pelos pares
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://ojs.uel.br/revistas/uel/index.php/discursosfotograficos/article/view/13087
10.5433/1984-7939.2012v8n13p273
url https://ojs.uel.br/revistas/uel/index.php/discursosfotograficos/article/view/13087
identifier_str_mv 10.5433/1984-7939.2012v8n13p273
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://ojs.uel.br/revistas/uel/index.php/discursosfotograficos/article/view/13087/11307
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade Estadual de Londrina
publisher.none.fl_str_mv Universidade Estadual de Londrina
dc.source.none.fl_str_mv Discursos Fotograficos; v. 8 n. 13 (2012); 273-274
1984-7939
1808-5652
reponame:Discursos Fotográficos
instname:Universidade Estadual de Londrina (UEL)
instacron:UEL
instname_str Universidade Estadual de Londrina (UEL)
instacron_str UEL
institution UEL
reponame_str Discursos Fotográficos
collection Discursos Fotográficos
repository.name.fl_str_mv Discursos Fotográficos - Universidade Estadual de Londrina (UEL)
repository.mail.fl_str_mv revistadiscursos@uel.br || laudi@uel.br || discursosfoto@uel.br
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