Dressing to be
The consumption of brand image symbols through visual communication in fashion
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This book is based on the study of semiology for its ability to make sense of the consumption of the symbolic in contemporary society. The book deals with aesthetic preferences as one of the main means of affirming personality when associated with the fact that fashion acts as a visual and symbolic element and as a producer of the desire to "dress-to-be". This term refers to values of interaction and social life, in the sense of paying a price differential charged by prestigious brands, and visuality is responsible for creating this added value, which is of an affective and emotional nature an...
This book is based on the study of semiology for its ability to make sense of the consumption of the symbolic in contemporary society. The book deals with aesthetic preferences as one of the main means of affirming personality when associated with the fact that fashion acts as a visual and symbolic element and as a producer of the desire to "dress-to-be". This term refers to values of interaction and social life, in the sense of paying a price differential charged by prestigious brands, and visuality is responsible for creating this added value, which is of an affective and emotional nature and originated by advertising. Advertising is also the subject of the study and is present due to the characteristics and objectives of its language, which are so important in a brand's campaigns with the aim of making the consumer want a product based on a set of visual elements that characterise that brand, linking them to a symbolic representation (logo). In this way, the book reflects on consumer desire not only for the product, but also for its power of signification.
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