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英国流行文化culture课程作业 时尚产业背后的价值观传递 [6]

论文作者:www.51lunwen.org论文属性:学期论文 termpaper登出时间:2014-11-17编辑:Cinderella点击率:8616

论文字数:3855论文编号:org201411161607266052语种:英语 English地区:美国价格:免费论文

关键词:fashionadvertisingidentity大众消费

摘要:高端时尚产业借助媒体、广告,将小众流行趋势向广泛范围的大众推广普及。时尚品牌之间的竞争,归根到底都是在推广自身所代表的价值观与生活理念。个体从中寻找到符合自身身份的选择,也就是一种价值判断。

image. [Wegenstein, p8]

 

These psychotic reactions to the loss of a unified self can be seen as a forced collapsing of the divisions represented in the semiotic square. Through extreme action, the individual tries to reconcile the Alter-Ego and Identity, such that they correspond to the Ego: not finding the model-like thinness in the mirror Identity, which exists in their fashion magazine Alter-Egos, and exists as a desired reality within the Ego, they attempt to force this image into the mirror.

 

Media, especially High Fashion advertising, has been frequently cited as a potential cause of anorexia in women. Viewing images of fictive morphotypes, the anorexic pushes their real body to match them. This can be considered in terms of Fashion Advertising as Alter-Ego creation. We can theorize a sort of feedback loop between Alter-Ego, Ego, and Identity. Presented with the fetishized repetition of Alter-Ego images in the media, these images become a desired part of the individual’s character, thereby becoming part of the Ego. In the mirror, these characteristics are not found within their Identity, so the only recourse to again experience and satisfy this image is to return to the Alter- Ego content creation machine, where again, a new image is found.

 

In sort of Faustian terms, this is the danger of making fantasy carnate. Able to fixate upon this fantasy world—this Alter-Reality of images—the Alter-Ego grows and diverges making more acute the fragmentation and difference (and lack) of the Identity and that desired. High Fashion media expands and fetishizes the Alter-Ego by moving along the axis between self and no-self, toying with identification, and presenting as real that which is essentially illusionary. If we consider again the set of ads from Gucci and Prada what could be the goal of these representations except for a type of psycho-emotional alter-identification?

 

The range of identities portrayed is too narrow for direct identification of a large audience. All contain identities of young female sexuality, and all exist at a level of class, leisure, and beatific abstraction available in complete to almost no one.

 

The image of the young, rich, idealized woman acts as a symbol of human attractiveness—not to sell to very young, skinny, unusually tall women, but to create an Alter-World of ideal Alter-Egos. If we consider the nature of the Alter-Ego—that fantasy in which the Self and Other are both negated and combined—the prevalence of sexual identity is logical: sex as the point of entrance of Self to Other and objectification of Self. The prevalence of sexual identity within High Fashion advertising is an area of endless analysis. For our purposes here, it will suffice to just look briefly at a semiotic analysis of the spectrum of identity presented and the possibilities of hysteria in the varying repeated themes.

 

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