Human Ecology Research

The Korean Home Economics Association (대한가정학회)
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The Study of Expression Types and Aesthetic Meanings of Domestic Fashion Photographs Adopting Parody Storytelling

패러디 스토리텔링을 활용한 국내 패션화보의 유형 및 의미 연구

  • Kwon, Gi Young (Department of Clothing & Textiles, Kyungpook National University)
  • Received : 2013.08.30
  • Accepted : 2014.02.21
  • Published : 2014.08.30
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Abstract

The purpose of this study is to analyze the expression types and aesthetic meanings of fashion photographs adopting parody storytelling. The expressions of parody storytelling in advertising into the following five 5 types: parody of literature, movies, TV programs, art, and social issues. Therefore, in this study, we analyzed fashion photographs adopting parody storytelling from literature, movies, TV programs, art, and social issues, in fashion magazines. The meanings of fashion photographs adopting parody storytelling are as follows: First, the photographs adopting parody storytelling create new meanings with respect to a changeable narrative by transforming the original. Second, the humor of deviation comes from fun and interest generated the play of intent transformation and reconstruction of the original. Third, the photographs adopting parody storytelling of social issues suggest current messages. There is a growing tendency toward the value and the meanings of storytelling, and the various contents that have become the motive of the parody have important meanings. In particular, the analysis of expression methods and meanings of storytelling will contribute to raising the brand image through an effective fashion photographs project strategy. A story can be used as a source of inspiration and can contribute various ideas for a fashion photo-shoot and for fashion marketing.

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References

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