| abstract |
| Background A new expression form of dailiness is being introduced in luxury fashion advertisements according to the generation change and the value change of customers. Therefore, this study aims to help the strategy of future fashion advertising by analyzing the dailiness and non-dailiness in fashion luxury advertising.
Methods I analyzed the characteristics of the dailineS/S and non-dailiness for 1,268 luxury fashion campaign images ranging from F/W in 2013 to S/S in 2020.
Results First, the characteristics of dailiness shown in advertisements are casting of public models and diversity in age, race, and gender identity, and the emergence of urban spaces in everyday life, such as restaurants and laundries in the background, and natural snapshots. Second, the characteristics of the non-dailiness that appeared in the campaign images are the white model with the upper class aristocratic image and the casting of the influencer with a large number of followers, and the advertising background of the natural scenery, the cultural space, the specific museum, and the art marketing using opera, ballet and musical etc... Third, the combination of dailiness and non-dailiness shown in advertisements.
Conclusion For a successful fashion advertising strategy in the future, a theme based on post -material values and social values that consider the environment and neighbors should be selected first. Also, depending on the theme, it is necessary to propose an advertising strategy that induces sympathy with consumers, such as general model selection, everyday background selection, and everyday expression. |
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| Key Words |
| 패션명품 광고, 일상성, 비일상성, Luxury Fashion Advertisment, Dailiness Non-dailiness |
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