EOC Week 2: Discussion Questions CH 2

1.) How has fashion advertising changed since the mid twentieth century? what are some of the differences between ads that appeared before the 1950's, 1960's and today?

This 1950s ad features the glamorous Marilyn Monroe splashing a little bit of Chanel no 5 on herself. This ad brings the life of beauty and luxury into the viewers eyes. Making them want to be like the famous Marilyn Monroe featured on their ad. In the 1950s the glamour of Chanel No. 5 was reignited by the celebrity of Marilyn Monroe. Monroe's unsolicited endorsement of the fragrance provided invaluable publicity. In a 1954 interview, when asked what she wore to bed, the movie star provocatively responded: five drops of Chanel No. 5.

This perfume ad from the 1960's features a beautiful woman giving a massage to what appears to be her partner for the cologne Centaur. The man seems to be relaxed and the ad states "its the Massage Cologne..... half man, half beast, all male" This ad appears to be very enticing to males offering them a massage and a woman. "Out of the Wild and Violent days of ancient Greece comes the exciting concept of a Massage Cologne... it's name is CENTAUR. Each morning... each evening massage CENTAUR into your torso.Massage CENTAUR into your arms, legs, and loins.
CENTAUR has no alcohol to irritate, so it massages with comfort into sensitive areas.
CENTAUR adds a delightful new dimension to your body, a low level aroma that hovers close to the skin for hours, transmits its virile message only in moments of close and intimate contact.
CENTAUR makes no coy promises... finding HER is up to you... then CENTAUR gives her the message. She won't say, 'what are you wearing?' She will say, 'You smell good!'" ( 1960's Centaur ad

2.) what are some of the theories related to fashion branding Barthes and Baurdillard? What do they say about fashion branding? as a means of communication with consumers? How do the contemporary ideas of Hamilton, DeBord, Agins, Gobe, and McCracken relate to those of Barthes and Baurdrillard?

 The hyper reality theory was created by Baurdillard. This consisted of a person who wasn’t able to distinguish between what is real and what is a fantasy. Barthes explained there are three levels in the fashion system including the real garment, terminological garment and the rhetorical written garment. Hamilton on the other hand believed that fashion has become the transfer; transferring from a global level then reaching to an individual level. The theory also was dealt with merchandise and the mass distribution. to fashion branding Both Barthes and Baurillard had pretty interesting theories. Baurdillard identified  fashion as postmodernism and also the boundary of what was perceived on what is real and what is not.

3.) What types of meaning does Grant McCraken associate with fashion products? Do you agree or disagree? If you disagree what would you add to or delete from his list? Give an example of one of the meanings?

 Grant McCracken came up with a theory in fashion that strongly encouraged that by studying clothing we would comprehend the cultural evolution of our society. Placing meaning relating to some ones specific lifestyle, gender, decade, age, occupation, time, place, class, their status, fashion and their specific fashion trends. His theory makes alot of sense to me. You cant categorize the entire human population based on a small pyramid. There needs to be more of an understanding with your customers, more research has to be done.