Shockvertising

Topics: Fashion, Fashion journalism, Advertising Pages: 5 (2654 words) Published: October 27, 2014

B-FH103
Cultural and Contextual Studies in Fashion 1:
Modern Fashion History and Visual Culture

Fashion historian and theorist Ulrich Lehmann wrote that “fashion only exists in representation”. Keeping this statement in mind, analyse one of the two given fashion images, using theories from 3-5 readings in the required and/or recommended reading lists to support your analysis of the meanings in your chosen image. In your essay, you should bring in at least one other image to help to explain your understanding of the main image.

Juhi Shah

BAFMIN2A / 15533

Nadya Wang
Lecturer
2014
Submitted in Partial Fulfillment of the
Bachelor of Arts (Honours) Fashion Media and Industries
LASALLE College of the Arts
Faculty of Design
Singapore

Accepted by the Faculty of Design,

LASALLE College of the Arts,
in partial fulfilment of the requirements for the degree
Bachelor of Arts (Honours) Fashion Media and Industries
Nadya Wang
Lecturer
I certify that the work being submitted for examination is my own account of my own research, which has been conducted ethically. The data and results presented are the genuine data and results actually obtained by me during the conduct of the research. Where I have drawn on the work, ideas and results of others, this has been appropriately acknowledged in the essay. The greater portion of the work described in the essay has been undertaken subsequent to my registration for the degree for which I am submitting this document. ©2014 JUHI SHAH

In submitting this work to LASALLE College of the Arts, I understand that I am giving permission for it to be made available for use in accordance with the regulations and policies of the college, and that the work is also subject to the college policy on intellectual property. ________________________________

Juhi Shah

“Shockvertising”
How far is too far? Images make up almost the whole of our lives in the 21st century, it is only interesting to see what images actually hold our attention or are the ones we actually remember. It is seen that these images usually work to create an imager of ‘what is and what should be’, or as John Berger (1972, p. 144) would say, “the good life in which you can buy whatever you want”. So advertising is really just a tool to create a demand, economically virtual or real. It portrays a good life, a life everyone ‘wants’ in a way that it makes the viewers believe that these advertisements are what the ultimate goal is. With 80% of our time that we spend looking at these ‘advertisements’, voluntarily or involuntarily, the ideas of the creators are getting exhausted. The necessity of trying to differentiate is growing and within all the different ideas like, minimalism, guerrilla advertising and so on, comes this very interesting term “shockvertising”. Shockvertising a term used in the advertising world to describe when the audience is deliberately startled or offended by violating their norms or social values, in order to grab their attention. Controversies are subjective. It is important to know that an image, for example, may be considered to be controversial depending upon numerous factors such as time, country, demographic of viewers, viewers gaze and a number of different psychological factors. Sisley, Fashion Junkie (2007)

This image of an advertorial from Sisley, just like many others of this brand was a controversial topic when it released in the 2007. These girls that can be distinguished, visually, between the ages of 18 to at least 29. One of them is bending over to snort the strap of the dress, that seems to be a line and the other seems to have just finished one. The white dress is made to look like cocaine and right next to it is a credit card, a chase credit card to be exact. A powdery white substance is also placed on top of the card to make it seem as if it was used to cut cocaine. The girls’ eyes have heavy...
Continue Reading

Please join StudyMode to read the full document

Become a StudyMode Member

Sign Up - It's Free