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Analysis on Magazine Advertisements of Fashion Brands which Replaced Creative Directors - Focused on 'Saint Laurent', 'Louis Vuitton', and 'Gucci' -

크리에이티브 디렉터가 교체된 패션브랜드의 잡지 광고 분석 - '생 로랑', '루이 비통', '구찌'를 중심으로 -

  • Her, Yu-Sun (Dept. of Textiles, Merchandising and Fashion Design, Seoul National University) ;
  • Chun, Jae-Hoon (Dept. of Textiles, Merchandising and Fashion Design, Seoul National University)
  • Received : 2017.08.30
  • Accepted : 2017.10.23
  • Published : 2017.10.31

Abstract

Recently, the replacement of creative directors of fashion brands has gained attention from both researchers and practitioners. This study selected three representative fashion brands whose creative directors were replaced in the last 10 years, and analyzed the changed characteristics of their magazine advertisements. Literature studies and case studies were conducted as research methods. The subjects of the case studies were three fashion brands - 'Saint Laurent', 'Louis Vuitton', and 'Gucci'. Magazine advertisements were divided into two aspects: fashion photo elements and layout. The former can be classified into three components: the presence of a specific situation, the background of photos and objects, and the atmosphere of models. The latter can be classified into two components: the logo style and pictorial color. In terms of fashion photo elements, the presence of a specific situation in magazine advertisements appeared differently, depending on whether creative directors focus on the brand's own identity or on their own concept of each season. Also, the background of photos and objects, and the atmosphere of models changed depending on the situation. In terms of layout, there is no dramatic change in their logo styles, for they want to preserve their long tradition. And the more a creative director pursues younger sensibility, the more black and white color effect are added towards magazine advertisements. This study has its significance in that it confirms the replacement of creative directors has considerable influence on fashion brands' images and their magazine advertisements.

Keywords

fashion brand;creative director;magazine advertisement;fashion photo;layout

Acknowledgement

Supported by : 서울대학교 생활과학연구소

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