• International Journal of Costume and Fashion
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• 제5권2호
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• pp.68-77
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• 2005

In contemporary advertising market, one of main trends is to speak surrealistic visual language which provides 'enjoyable spectacles'. Specially, in the beginning of 21st century, there discovered more and more exhibitions and discourses about surrealism reinterpreted from the viewpoint of postmodernism. Surrealism as a creative style of expression based upon free association, has been a great inspiration for fashion ads for commercial communication as well as fashion design since its origin. However, there has been ignored the idea of analyzing surrealistic image expressed in fashion ads in spite of their flood. Accordingly, the purpose of this study is to grasp its cultural meaning through analyzing aesthetic characteristics of surrealistic image expressed in fashion ads. It will provide a better understanding of surrealistic image in fashion ads reflecting popular taste and preference directly as popular visual culture, focusing on post modern context. A case study of surrealistic fashion ads limits to TV or print commercials and digital ads as image ads stimulating visual expressions. The Results can be summarized as follows. Surrealism is an avant garde style which deconstructs the established meaning system as well as the existing formalistic order and then put them together in the frame of 'dream' and 'unconsciousness'. Defamiliarization questioning the whole edifice of representation can be adapted to. By means of paradox and metaphor, unfamiliar new visual world can be represented. The plastic characteristics of surrealistic image in fashion ads are founded as surrealistic styling of time and space, distortion of object by methods of automatism, depaysement, parody and trompe-l'oeil which bring about the deconstruction of gestalt. Aesthetic values of surrealistic fashion ads appear as dualistic representation, allegoric symbolism, fantastic romanticism. Ultimately they lead to marvelous. mysterious, humorous visual effects. Foster reinterpreted these effects of surrealism from Freud's 'Uncanny Concept'. 'Uncanny' means the phenomenon recurring to familiar being defamiliarized by repression. Surrealistic fashion ads strengthen this shocking effect more and more dramatically in company with our post modern needs for fantastic adventure and thrilling spectacle. It can be thought that surrealistic fashion ads reflects uncanny as an alternative which can relieve us of our stress and anxiety and which realize our potential desire in contemporary post industrial stage.

• 복식
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• 제58권8호
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• pp.91-105
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• 2008

Spatial multiplication phenomenon, expressed through de-constructive trend since the late of 20C, have got changed existing fixed and dis-variable space to smooth, fluid, and changeable space. Ex-form and fluidity of new spatial paradigm have been focused through lots of scientific theories studied between digital thought and indeterminacy and rankless nature phenomena. In 21C fashion, indeterminate and irregular form and space have been crested continuously, which could not explain simply according as the fluidity theory Different from the space crested for multi-function and multipurpose, this is revealed the characteristics of chaosmos that communizes the order and the disorder, deconstruction and creation. Ex-formal space of fashion have shown the relationship of de-centerizing, de-territorial, and do-structural phenomenon among different fashion elements. This paper intends to understand the concept of ex-form, and study expressive manners of ex-formal space of 21C fashion, and conclusion as follows. 1) Overlap changes single space of fashion to multi-layered space through the repeat system of pleats, origami, and folding. 2) Ex-gravity expressed in deviation of the gravity acting vertical direction, for example, twisting, curve, winding, portion. 3) Morphing is shown the change process from single fixed form to different complex form. 4) Blurring is expressed in re-combination and re-arrangement among elements of fashion. 5) Blob shows hybrid fashion space through the liberal compounding and separation of a lot of different elements.