More research has been conducted regarding women's costume history than that of men's historic costume. One area in which little research has been conducted concerns men's boxer underwear. The need for additional research dealing with basic style changes of men's boxer undershorts was compelling to this researcher, as well as adding to the literature concerning men's historic costume. The purpose of this study was to research the availability of men's boxer undershorts post World War II (1946-1988). Specifically, based on pictorial underwear fashions illustrated in the Sears Annual Merchandise Catalog, this study documented and analyzed the availability of boxer undershorts as to fiber content, fabric structure, color, style features, and special design motifs during the time period studied. The objective of the study was to increase the knowledge of men's historic costume through an investigation into the styles of men's boxer undershorts. The historical continuity of fashion, as well as other theories concerning fashion change served as the theoretical framework for this study. The historical continuity process of fashion proposes that each new fashion is an evolutionary outgrowth and elaboration of the previous fashion (Blumer, 1969). Examples include past research by Young (1937), Kroeber (1919), and Robinson (1976), which indicated that changes in fashions took place in well-defined cycles. It is believed by some researchers that broad fashion trends follow an evolutionary process. However, specific fashion details and styles may be a result of social events, technological advances, and other cultural activities. Studies by researcher's such as Baker (1962), Nugent (1962), and Behling (1985-1986) found relationships between women's clothing and changes in society. To document and analyze men's boxer undershorts, Sears Annual Merchandise Catalog was selected. Spring/Summer issues in two-year issues were chosen between the years of 1946 and 1988, which yielded a sample of 237 boxer undershorts. With seriation of the boxer undershorts, a frequency distribution was completed. Five research hypotheses were tested to accomplish the objective of the study. Results indicated that there were differences between the frequency of occurrence among a) fiber content, b) color, and c) style features. However, there was not a significant difference of occurrence among fabric structure of men's boxer undershorts. In addition, due to lack of information concerning fabric design motifs, an analysis was not able to be performed concerning this hypothesis. These findings support the belief that there are broad changes in boxer undershorts which follow an evolutionary process, however, specific changes in details are a result of society's influence. This is evident in the changes concerning fiber content, color, and style features which were influenced by technological advances. The fact that fabric structure of boxer undershorts was not influenced by society suggests that this is a broad trend which follows an evolutionary process. Comparing these results with data collected from advertisments in a fashion magazine such as Esquire is suggested for further study. The data also suggest that further study comparing the trends in style features of boxer undershorts documented in this study with those of men's trousers of the same time period would provide another topic for research. / Graduation date: 1991

No description available.

The purpose of the study was to investigate teenage girls' attitudes toward fashion advertising and media. The study also sought to determine the influence of class enrollment and employment on attitudes toward fashion advertising. The data were collected by questionnaires administered to 121 high school girls enrolled in child development and fashion design major study classes. Descriptive statistics were computed along with a t-test for the difference between means for independent samples. Teenagers were found to possess many positive attitudes toward fashion advertising and to view print advertising less negatively than broadcast advertising. A highly significant difference was found between attitudes toward fashion advertising and class enrollment. In addition, a significant difference was found between attitudes toward fashion advertising and employment.

Presented in the creative project is a full advertising campaign for Collegienne Shops, a department store located in Muncie, Indiana adjacent to the campus of Ball State University. The campaign utilized a newly developed logo together with new color schemes and concepts to create a new image for the store. The goal of this new image was to attract younger, college aged customers, while continuing to appeal to the traditionally affluent, older clientele, with no large adjustments in the store's product lines.The new logo, color schemes and concepts of the advertising campaign, coupled with new store interior displays and exterior modifications were calculated to present a new image for Collegienne Shops, apart from that of its parent company, Ball Stores [of Muncie]. Currently the store markets the same line of women's clothing and accessories as Ball Stores, and projects a decidedly similar image through its advertisements and in-store atmosphere.The new logo and design concepts were incorporated into the company letterhead, a business card, an envelope, a tractor-trailer truck, a shopping bag, T-shirts, packaging designs, posters and numerous print ads.Also developed was a complete concept for a television commercial, along with novelty and point of purchase items, premiums, as well as interior displays and exterior modifications, including a design for a large sculpture for the store's sidewalk.The project is presented in manual form to share the experience and assist other students with their own graphic design projects.

This diploma thesis deals with the phenomenon of Czech fashion bloggers in terms of its impact on consumer buying behavior. It summarizes theoretical knowledge about blog, blogging, buying behavior and marketing communication tools that can be found on blogs. Theoretical knowledge is translated into practice using content analysis of blogs and questionnaire surveys. The aim of the work is to find out whether fashion bloggers have an impact on the consumer's buying behavior and also what marketing communication tool is most important to them. For the coherence of the topic, qualitative research methods are also used in the form of structured interviews with readers of these blogs and bloggers themselves. In conclusion, all the findings from all the analyzes and a brief recommendation for those who think about using the fashion blog as a marketing communication tool are summarized.

The purpose of this project is to apply public relations theoretical frameworks and advertising strategies to the public relations campaign for Bangkok Fashion week to increase the number of domestic participants.

Advertising, which is an important sales tool for brands to the masses, may produce lasting impressions of a company and its products. These impressions rely on a consistent message over time to maintain a brand's image. This study examines how Ralph Lauren's advertising images have changed from a country club lifestyle image to urban/hip. In addition, the study examines the increased use of nudity and sexual imagery in Lauren's advertising. The findings were obtained by content analyzing all Ralph Lauren advertisements appearing in Gentlemen's Quarterly magazine from 1980 to 2000 (N=283). The study finds that Ralph Lauren lifestyle images have become more urban/hip, and that Lauren's advertising is utilizing more nudity, sexual interaction, and homoerotic imagery. By examining Ralph Lauren's shifting brand image via its advertising, this study contributes to a greater understanding of the connection between advertising and a company's brand image.

Submitted by Filipe dos Santos (fsantos@pucsp.br) on 2018-08-09T12:32:26Z No. of bitstreams: 1 Ana Paula Martins Passarelli.pdf: 1327249 bytes, checksum: 61e6ef688f25415634c194784d026f65 (MD5) / Made available in DSpace on 2018-08-09T12:32:26Z (GMT). No. of bitstreams: 1 Ana Paula Martins Passarelli.pdf: 1327249 bytes, checksum: 61e6ef688f25415634c194784d026f65 (MD5) Previous issue date: 2018-06-27 / This research intends to develop semiotic analysis about the signs of gender in advertising and fashion propaganda. It seeks to understand how fashion propaganda represented gender roles and identities, and how it built and maintained stereotypes for men and women. Fashion is a semiotic system that acts with codes in building meaning towards gender roles. It expresses people's ideas of how men and women should perform. But in a liquid, hypermodern society like Bauman and Lipovetsky define, would it not be limiting to continue categorizing bodies in a binary way? Butler states that the body is socially signified as a passive medium, upon which are inscribed cultural meanings. It can also be signified as the instrument by which the will to appropriation or interpretation determines its cultural meaning. Therefore, the body is constructed from the signs of the cultural identity of gender. During the twentieth century there were cultural cycles that brought new references of identity, especially in pop culture. David Bowie, Prince and also Brazilian artists such as Ney Matogrosso were important figures for pop culture and to raise the discussion about gender identity beyond the binary spectrum. Today, contemporary authors such as Connell and Killermann collaborate on the work of constructing new meanings for gender roles. This research is limited to analyzing Brazilian fashion advertising. Barnard, Bauman, Lipovetsky and Butler, authors like Connell, Foucault, Killerman, Santaella and Polhemus are part of the theoretical framework that seeks to base this study that will have as a methodology of analysis the basis of psychoanalytic semiotics and will use the Lacanian categories: real, symbolic and imaginary. The corpus of this research is composed of images of fashion propaganda and videos published on proprietary brands channels in Brazil between 2014 and 2018. Two images and two videos will be analyzed, which were important and generated big discussions about representations of gender roles. Some elements of fashion design such as: skirt, jeans and high heels will be used at analysis to understand the articulation between fashion, bodies and how propaganda could have intensified the crystallization of gender roles / Esta pesquisa pretende desenvolver análises semióticas sobre os signos de gênero na publicidade e propaganda de moda. Ela busca entender como a propaganda de moda representou os papéis e as identidades de gênero, e como construiu e manteve estereótipos determinados para homens e mulheres. A moda é um sistema semiótico que atua com códigos na construção de significação em direção aos papéis de gênero. Ela expressa às ideias das pessoas de como homens e mulheres devem se apresentar. Mas, em uma sociedade líquida e hipermoderna como Bauman e Lipovetsky definem, não seria limitador continuar categorizando o vestir corpos de forma binária? Butler afirma que o corpo é socialmente significado como um meio passivo, sobre o qual se inscrevem significados culturais. Também pode ser significado como o instrumento pelo qual a vontade de apropriação ou interpretação determina o seu significado cultural. Logo, o corpo é construído a partir dos signos da identidade cultural de gênero. Durante o século XX houve ciclos culturais que traziam novos referenciais de identidade, especialmente na cultura pop. David Bowie, Prince e, também artistas brasileiros, como Ney Matogrosso, foram figuras importantes para a cultura pop e para elevar a discussão sobre identidade de gênero para além do espectro binário - ainda que como exceções artísticas. Hoje, autores contemporâneos como Connel e Killermann colaboram no trabalho de construir novos significados para os papéis de gênero. Esta pesquisa se limita a analisar a propaganda de moda brasileira, podendo considerar marcas estrangeiras que veicularam suas campanhas em território nacional. Assim como Barnard, Bauman, Lipovetsky e Butler, autores como Connell, Foucault, Killerman, Santaella e Polhemus fazem parte do quadro teórico que busca fundamentar este estudo que terá como metodologia de análise a base da semiótica psicanalítica e o uso das categorias lacanianas (real, simbólico e imaginário), que, a partir dos anos 90, será combinado com as novas significações de gênero de Killermann, em busca de uma análise não binária sobre gênero. O corpus da pesquisa é composto por imagens e vídeos publicitários de moda veiculados em canais proprietários das marcas no Brasil entre 2014 e 2018. Serão analisadas duas imagens e dois vídeos, que foram importantes e geraram grandes discussões acerca das representações dos papéis de gênero. Tais análises têm nos elementos de design de moda como: a saia, a calça jeans e o salto alto o ponto de partida da articulação junto à propaganda para o entendimento de como se dá a cristalização de tais papéis

A key to a business's success is reaching the target market. This ensures that consumers are exposed to the retailer's offerings and by turn, inspired to purchase. In turn, the business can reach its goal of a profitable organization. The purpose of this paper was to determine the most effective fashion advertising appeals for reaching target markets. To address these issues, this thesis consisted of two studies. The purpose of the first study was to determine the advice given to fashion entrepreneurs regarding effective target market practices. The purpose of the second study was to determine effective advertising strategies fashion entrepreneurs may employ for effectively reaching target markets. Data was collected to test the effectiveness of the advice from Study 1, degrees of brand awareness, attitudes towards advertising, willingness to follow trends, purchase intention, purchase behavior, and shopping involvement. The Theory of Reasoned Action was employed as the theoretical framework of the study. The framework was utilized to predict that attitudes towards targeted advertising and pressure to follow fashion trends would positively relate to intent to purchase which, in turn, would positively relate to purchase behavior. The results of this paper concluded the TRA model provided a proper framework to predict purchase behavior from targeted advertising employed by fashion entrepreneurs.