Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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Semiotic Analysis of Advertising Video Related to the Sustainability of Fast Fashion Brands

패스트 패션 브랜드의 지속가능성 관련 광고 영상에 대한 기호학적 분석

  • Na Yeon Kil (Dept. of Fashion and Textiles, Seoul National University) ;
  • Jaehoon Chun (Dept. of Fashion and Textiles, Seoul National University/The Research Institute of Human Ecology, Seoul National University)
  • 길나연 (서울대학교 의류학과) ;
  • 전재훈 (서울대학교 의류학과/서울대학교 생활과학연구소)
  • Received : 2023.07.25
  • Accepted : 2023.10.17
  • Published : 2023.12.31
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Abstract

This paper examines the use of semiotics for analyzing fashion advertisements in the fast fashion industry. While previous studies have explored the use of semiotics in various industries, the application of this theory in the fashion sector-especially regarding fast fashion's commercial videos related to sustainability-remains underexplored. The paper adopts Roland Barthes' Semiotics Theory to analyze the advertising videos related to the sustainability of major fast fashion brands such as H&M, MANGO, and ZARA. The research approach involved reviewing all commercial videos related to sustainability on these brands' official YouTube accounts and conducting comprehensive analyses of advertisements using the binary opposition analysis framework. The paper's findings indicate that these commercial videos serve as a platform to mold a brand's sustainability image and promote the notion that fast fashion brands are leading the charge toward sustainability, preparing for an unpredictable future, guiding people toward hope, and offering ultimate freedom. This research high-lights the necessity for a critical examination of advertising videos related to sustainability in the fast fashion industry to guarantee accountability and transparency.

Keywords

References

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