Artistic Stylistic Properties of Fashion Luxury Advertisements

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.


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.


Jennifer Zarzosa, New Mexico State University, USA
Cuauhtemoc Luna-Nevarez, New Mexico State University, USA


NA - Advances in Consumer Research Volume 39 | 2011

Share Proceeding

Featured papers

See More


B5. Money Doesn’t Buy Happiness, But What About Buying Trust? The Effectiveness of Financial Compensation in Restoring Trust After Double Deviation

Valentina Ortiz Ubal, Universidade Federal do Rio Grande do Sul (UFRGS)
Cristiane Pizzutti, UFRGS
Katja Gelbrich, Catholic University Eichstätt-Ingolstadt

Read More


Individual-level Carryover-Parameters in Reference-Price Models

Ossama Elshiewy, University of Goettingen, Germany
Daniel Guhl, Humboldt-University Berlin

Read More


F10. Food Waste: On the Normalization of Structural Violence

Andreas Plank, Privatuniversität Schloss Seeburg

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.