Made available in DSpace on 2016-04-26T18:11:17Z (GMT). No. of bitstreams: 1 Marina Agustoni.pdf: 8494118 bytes, checksum: ae3624fdcb4b20f8198280dd93daba25 (MD5) Previous issue date: 2011-10-28 / The intention of this research is to analyze the increasing mechanization of bodies in fashion ads in the last three years and, in parallel, the part of jeans in the process. It's also to examine the influence of technology on fashion and its corollary: the cyborg body. So the objects of the research are fashion, fashion advertising, jeans, cyborg and the cyborgzation. The selected corpus is composed of clippings in the press and digital media, and covers the Vogue, Iguatemi Shopping, Marie Claire, as well as UOL fashion catalog. The theorical reference is Walter Benjamin's reflections about the "inorganic sex-appeal" and the rereading of this concept in the work of Massimo Canevacci. Combined with this theorical main base there are Lucia Santaella main reflections on the contemporary body and those of authors such Anne Hollander, Gilles Lipovetsky, Diane Crane, among other fashion and clothes experts. Methodologically, the research is documentary and bibliographical. The hypothesis is that fashion is not the only villain of the human figure cyborgzation, fashion absorbs and spreads through the trend, using new technologies as tools that emerge, thereby cyborgzation of the human figure is not only responsibility of fashion, is a reflection of an increasingly technological society that increasingly understands the person just like a body, like a puppet. This is an essay about how the jeans and the new technologies allied with fashion are transforming the human image, standardizing it and subjecting it to a level of dehumanization; about how it is understood and seen this new man who crossed the borders of skin and now is a mutation betwen the sensitive and the sensors, between the body and its mechanical extensions; about this cyborg body, who contrasts in fashion advertising in recent years / O objetivo da presente pesquisa é analisar a crescente mecanização dos corpos na publicidade de moda dos últimos 3 anos e, em paralelo, o papel do jeans nesse processo. Trata-se também de examinar a influência da tecnologia sobre a moda e seu corolário: o corpo ciborgue. Isso define como objetos de pesquisa a moda, a publicidade de moda, o jeans, o ciborgue e sua inflexão: a ciborguização. O corpus selecionado é composto por recortes na mídia impressa e digital, e engloba as revistas Vogue, Iguatemi Shopping, Marie Claire, além do catálogo de moda do site UOL. O referencial teórico tem como ponto central as reflexões de Walter Benjamin sobre o sex appeal do inorgânico e a releitura desse conceito presente na obra de Mássimo Canevacci. Acrescentam-se a essa base teórica principal reflexões de Lúcia Santaella sobre o corpo contemporâneo e as de autores como Anne Hollander, Gilles Lipovetsky, Diane Crane, entre outros estudiosos sobre roupas e moda. Metodologicamente, a pesquisa é bibliográfica e documental. Trabalhamos com a hipótese de que a moda não é a vilã da ciborguização da figura humana sozinha, ela absorve o meio e propaga a tendência, usando como ferramentas as novas tecnologias que surgem; desse modo a ciborguização da figura humana não é responsabilidade apenas da moda, é o reflexo de uma sociedade cada vez mais tecnológica que cada vez mais entende a pessoa como apenas um corpo, como um boneco. Esta é uma dissertação sobre como o jeans e as novas tecnologias aliadas à moda vêm transformando a imagem humana, tornando-a padrão e submetendo-a a um patamar de desumanização; sobre como é entendido e visto esse novo humano que ultrapassou as fronteiras de pele e esta agora numa mutação entre o sensível e os sensores, entre o corpo e suas extensões mecânicas; é sobre esse corpo ciborgue, que se destaca na publicidade de moda dos últimos anos

This paper seeks to establish a critical understanding of issues of sexualization and re-appropriation and how they relate to contemporary fashion advertising that specifically utilizes the Lolita Effect.

Fashion advertising has long been repudiated for fostering narrow and stereotypical imagery of women. Today consumers demand advertisements to be inclusive and real in their portrayals. As a result, there is an increasingly visible marketing phenomenon, called Femvertising, which merges the feministic ideology of empowerment and liberty with brand image and sales. The purpose of the study is to explore consumers’ opinions about femvertising by fashion brands. Within this, the thesis seeks to explore how consumers feel about these advertisements and the outcome they perceive these to have. Through snowballed sampling focused on reaching diverse people connected via social media, a wide array of thoughts and perspectives on femvertising is sought to fulfill the purpose. The research employs a mixed method with a deductive approach to analyze its findings in relation to literatures and theories reviewed. The study used an open-ended online questionnaire designed through literature review and advertising theories and distributed it electronically to collect data. Using snowball sampling, the respondents were gathered via social media, who further distributed the questionnaire. The findings demonstrated that our sampling mainly expressed positive responses to the femvertising due to its inclusive, diverse and empowering portrayals. Moreover, these advertisements were viewed as a harbinger of change within the fashion industry. They also, generally view the media and advertising to shape people’s perception about gender roles, albeit if femvertising and its ideals are implemented for the long-term. Within this, respondents also urged brands to ‘walk the talk’ and implement the portrayed ideals within their own businesses’ functioning for larger impact. The findings are useful for fashion marketers and researchers, by showing how femvertising within popular media culture is expected to push forward ideals of feminism both within the fashion industry and society. This thesis contributes to the knowledge of consumers’ opinions and perspectives on femvertising and its potential to profit brands and engender more empowerment and liberty to female gender-based roles.

This thesis is investigating how consumers’ attitudes on fashion advertisements are affected by the models featured in the advertisements, with the consumers’ own body size being taken into consideration. The topic for the thesis was formed when conducting a thorough literature search, which revealed a gap in research. My study considers consumer behavior in marketing, specifically in digital advertising, which in this case is Instagram. My study aims to identify which model body size is the most suitable and effective one when seeking to target plus-size versus skinny consumers, focusing on the female Generation Z of Finland. Ultimately, my thesis strives to help companies in attracting their desired customer base by creating positive attitudes within the consumers, which can consequently lead to increased purchase intentions. This thesis features the characteristics of a deductive, quantitative, explanatory and cross-sectional study. The data is gathered from 82 female respondents in Finland, within the age range of 18 to 27. A survey is designed to measure their attitudes towards advertisements that feature plus-size models, versus advertisements that feature skinny models. Respondents rate their attitudes towards various Instagram advertisements, and additionally choose whether they identify themselves more with a skinny or plus-size body. The results are analyzed through the Interaction term on Repeated measures ANOVA. With significance found, I proceeded to analyze it further with Post Hoc, which then revealed six new hypotheses to examine. The results of the analysis showed some significant changes between the attitudes of skinny respondents and plus-size respondents. Plus-size respondents showed more positive attitudes towards plus-size models than they did towards skinny models. Equivalently the skinny respondents had a more positive attitude towards skinny models than they did towards plus-size models. This is consistent with previous literature regarding perceived similarity and women wanting to see female portrayals in advertisements that they can personally relate to. Additionally, skinny models caused more negative attitudes in plus-size consumers, and plus-size models caused more negative attitudes in skinny consumers. Fashion industry has received a lot of criticism for their use of thin and highly attractive models, but these results give some evidence and understanding to the statement that skinny models are still effective in advertising. However, this seems to only be the case when marketing for skinny consumers. When considering the plus-size consumers, their attitude was more positive towards plus-size models. That being the case, my study suggests that fashion companies should firstly determine their main target group, and whether it is skinny consumers, or plus-size consumers. Secondly, their marketing strategies should be planned accordingly, by casting the models suitable for the target group.

Abstract This study addresses gaming as an interactive digital advertising tool, aiming to explore its effectiveness in digital marketing overall and to examine its impact on digital marketing for the fashion industry in particular. Purpose The purpose of this paper is to present an analytical framework for explaining the appeal of games for fashion brand advertising. More precisely, this paper aims on investigating in detail how, if and what factors make games an appealing medium for fashion brand advertising, through a uses and gratifications perspective. Design/methodology/approach In the zeitgeist of infoxication and information anxiety, in which modern consumers must form their consumption identity habits, advertisement experts and academics are called to revise traditional advertising channels, exposed to the urgent need of finding new mass-mediated mediums to successfully reach their goal-market. While the advertising industry is striving to “consume” every freshly designed communicational platform and utilize it for marketing purposes, the uses and gratifications theory (UGT), will guide the researcher to uncover why and if audiences are choosing to perceive games as an advertising channel. Originality/value The present study contributes to the existing literature by investigating the uses and gratifications (U&Gs) that motivate gamers to adopt a positive attitude towards fashion ingame advertising (IGA) and brand recognition, and therefore influence their purchase intentions. Additionally, the study will contribute to confining the research gap between what fashion brands think they will achieve with IGA and what they are actually achieving. The study hopes to pose significant theoretical and practical implications for both researchers and practitioners who are eager in the metaverse economy, IGA advertisement and virtual world marketing communication. Findings Whilst fashion advertising in games poses a new challenge for both advertisement and mass communication practitioners, the present study concluded that games – as a mass-mediated environment – equip advertisement with the benefit of engaging audiences in interactive and immersive experiences. This unique IGA advantage allows for the creation of more personalized and targeted marketing campaigns, tapping into the specific gratifications sought by players, such as social interaction, self-expression, and achievement. By leveraging these insights, fashion brands can effectively connect with their target audience, and cultivate brand loyalty, brand recognition and brand engagement.