Professional Documents
Culture Documents
Anne Peirson-Smith
Introduction
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Transit Railway (MTR) and numerous fashion feature slots ad fashion
reason for this neglect, aside from the revelations of Steele (1991)
look for the privileged few (as proof of this view, it is worth noting that
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boundaries which exclude any detailed or serious discussion of the
seemingly innate sense of what's going on sets them apart from the
effect of fashion influence from the ranks of elite designer to the high
omnipotence is misguided.
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advertising and its audience as a means of understanding how,
Audience analysis has taken positions along a sliding scale, from that
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recent qualitative audience studies (Buckingham, 1987; Ang, 1985;
dependent on who the reader is, how she understands the process of
reading and on the cultural context in which she operates, as they are
and audience is less clear cut and subject to other influences outwith
1986).
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audience members are said to engage in differential readings as
messages suggests that the reader may decode the meaning of the
distributed advertisement.
use of verbal copy which leaves the text more open to audience
interpretations, enabling the audience to take what they want from the
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experience of reading so that "the viewer who must complete the
powerful, in the same way that media producers and their texts do not
the fashion advertisements they see, and how they use these
stage and audiences are provided by the fashion media with a range
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viewers and being viewed from the workplace to the shopping mall. In
this way, the fashion media facilitates the search for, and embodiment
of self, in the clothes we buy and wear. Similarly, here is the potential
marketplace
bricolage (Hebdige, 1979), blurring high and low fashion to suit their
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or the classroom. Context is critical here as consumers strive to wear
the appropriate clothes for the specific occasion giving rise to the
particular style of dressing are bound up with the type of person you
are and what you are trying to say about yourself (Craik, 1994),
which begs the question whether existing through the eyes of others
increase in sales?
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Research Questions
users of the fashion media and its products as props to enhance their
the consumer critically read the text and therein derive a sense of
as subject.
Methodology
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• How would you define the word fashion
• Where do you most often see and pay attention to print based
fashion advertisements?
under discussion. In the second half of the focus group session, the
were selected on the basis of their topicality, in other words they were
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shopping centre, Festival Walk, through which the students access
and the minimal text was in English. All the discussions were
it was believed to be easier for the respondents to read the text and
Benetton campaign
company's art director and his team went to Tokyo and noted that
Toscani and team selected one of the most popular parks and took a
their own style. The results were photographed and became the basis
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the company's retail outlets, fashion magazines, MTR posters ands
aged 18-26, all of whom were born and raised in Hong Kong and
in public housing estates. The average family size was five per
a C1 or B consumer group.
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"Advertising can stimulate my desire to consume and gives me
There was a sense that the respondents were using fashion and
image. By the way they dress you can also tell something about
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dress like me."
rush out and buy these clothes and then I'll be even happier." Whilst
feel that life is worth living - it gives me something to aim for, either
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when I will be able to own the Prada handbag and matching shoes
image was the attention getter above words which is in line with the
buy it, even if the words are excellent" Clearly, words are viewed as a
and are familiar with the visual codes of fashion advertising which
and use great colours and young people that I like. It gives me
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fashion a lot."
The question, Where do you most often see and pay attention to
and text. The respondents were aware of, and seemed to enjoy
respondent commented:
"I mostly notice fashion ads in the MTR and on the street in
we all travel by MTR and the way the ads are presented - they
are all so big and lit up and I am often attracted by them - they
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illustrated by the following comments:
"Yes. I have done that. When I think the clothes worn by models
in the ads are beautiful, I want to look smart and charming like
those fashion models and then I go for it. I went out and bought
a dress from Mexx because I loved the ad and the models were
"No because fashion ads are usually 'high class' and the
fashion ads."
In the second part of the focus group discussion the responses to the
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• Acceptors: who were positive in their response to the text and
actively identified with the models in the text and/or the products
being advertised.
• Hedgers: who were unsure of the model or the clothes in the text,
identity as a student.
Rejecter response
The rejecters were very vociferous in their opposition to this text and
follows:
"She definitely has a Barbie look! But she is so ugly. The colour
and the accessories is (sic) definitely Barbie. Also, she is too fat
to wear a short dress. And red, white, pink and light blue will
make a person look fatter. But she still chooses these colours.
Also, poor make-up and a strange hair style. She wears too
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many earrings. Her accessories she wears like toys which are
not real. The matching is quite poor. I would not buy or wear
model:
"I hate this type of model. She thinks that she in very cute, but
the outcome is terrible and very ugly. I can't identify with it."
like this."
It appeared that this image was outside of their experience, and thus
statement:
"She doesn't look good. She won't get anywhere in the world.
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with someone looking like this."
one was a mature student with children, and the other was from an
Hedgerresponse
"She seems cute, but I would feel strange wearing it. Hong
Kong as people would stare and I would hate that. I am not like
the model, but I can identify with the accessories like the bag
Acceptor response
"The girl dresses like a doll. She looks quite special. She makes
use of the theme of mix and match, and pink is a good theme. I
item."
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Western, and generally admired the clothes, as follows:
"I think that this ad is simple and represents their products well.
I like this model and would like to go to that shop and buy these
"I can identify with this girl. These clothes give me a casual,
"Yes, I can identify with this one. It's good, the model is
the brand name, Giordano, being a local Hong Kong store. Also the
clothes are affordable for students and are the types of casual clothes
changed since 1997 with the advent of more local models being used
Jodie Kidd, for Calvin Klein and a Japanese model Devon Aoki for
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Chanel, tended to prefer the western model above the Japanese one
"I don't like this model. She makes me feel bad. The model is
image. I like it, but the clothes are too mature for me. But the
model is cool charming and thin. I may wear this one day in a
formal setting."
terms of who they are not i.e. not Japanese, despite the fact that
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follow Japanese fashion. Well, maybe not totally copy it, but
Conclusion
young people's lives in Hong Kong which they pay great and serious
terms of looking at, talking about, and gaining inspiration from the
identity, and what they do not want to be, or to look like which
texts shown. Moreover, this suggests that they posses cultural and
media competencies which may result from their class, education and
advertising in situ i.e. in the MTR and in the shopping mall will be the
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next strand to this research project. Clearly, the colonial legacy has
left its mark, albeit a shallow one, wherein respondents still saw the
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subject to more cosmopolitan influences having done business, been
the future.
References
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Giddens, A. (1991) Modernity and Self-Identity: Self and Society in
the Late Modern Age, Cambridge: Polity Press
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