Artistic Stylistic Properties of Fashion Luxury Advertisements

Jennifer Zarzosa, New Mexico State University, USA
Cuauhtemoc Luna-Nevarez, New Mexico State University, USA
In the aesthetic economy, visual consumption is critical. Images possess distinct meaning according to a given historical, cultural, and social framework. Thus, meaning conveyed through visual rhetoric, symbol theory, and visual literacy are in flux according to the changes in society. Through an exploratory content analysis, this study identifies current artistic and thematic stylistic properties used in fashion luxury advertisements. New indirect visual tropes were identified and included low prototypicality, hyperreality, and pastiche. The study shows a sociohistoric pattern of visual consumption influenced by the social structure of artistic movements, which shapes consumption choices and behaviors.
[ to cite ]:
Jennifer Zarzosa and Cuauhtemoc Luna-Nevarez (2011) ,"Artistic Stylistic Properties of Fashion Luxury Advertisements", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 810-811.