Featured Research

from universities, journals, and other organizations

Why do grotesque fashion ads lure consumers?

Date:
April 21, 2010
Source:
University of Chicago Press Journals
Summary:
Women's fashion magazines are chock full of ads, some featuring bizarre and grotesque images. According to a new study these ads are effective at grabbing consumers' attention.

Women's fashion magazines are chock full of ads, some featuring bizarre and grotesque images. According to a new study in the Journal of Consumer Research, these ads are effective at grabbing consumers' attention.

Related Articles


The study lists the following examples from fashion magazines like Vogue: a Jimmy Choo ad depicting a woman fishing a purse out of a pool that contains a floating corpse of man, and a Dolce & Gabbana ad that features one beautiful woman in period costume skewering another in the neck.

"Why do we see such bizarre imagery in ads for clothing that cost several hundreds or even thousands of dollars?" ask authors Barbara J. Phillips (University of Saskatchewan) and Edward F. McQuarrie (Santa Clara University). The researchers interviewed 18 women who regularly read fashion magazines to examine their reactions to macabre ads.

They found that in addition to expected modes of engagement with ads, some women approached fashion advertisement as a type of fiction. "These women would be transported into the story world set in motion by the ad's pictures, asking themselves, 'What is happening here?' and 'What will happen next?'" the authors write.

Still others sought out imagery that could be approached like a painting in a gallery. "These women would immerse themselves in the images, examining its lighting, colors, lines, composition, and creativity," the authors explain.

Overall, the researchers found that in many cases, the key to constructing an engaging fashion ad was not to make it likeable or conventionally pretty, but to make it engaging.

"The merely pretty was too easily passed over; grotesque juxtapositions were required to stop and hold the fashion consumer flipping through Vogue," the authors write. "For the brands that choose to use grotesque imagery -- roughly one-fourth, according to a content analysis -- the promise is that greater engagement with ad imagery will lead to a more intense and enduring experience of the brand."


Story Source:

The above story is based on materials provided by University of Chicago Press Journals. Note: Materials may be edited for content and length.


Journal Reference:

  1. Barbara J. Phillips and Edward F. McQuarrie. Narrative and Persuasion in Fashion Advertising. Journal of Consumer Research, October 2010

Cite This Page:

University of Chicago Press Journals. "Why do grotesque fashion ads lure consumers?." ScienceDaily. ScienceDaily, 21 April 2010. <www.sciencedaily.com/releases/2010/04/100419151004.htm>.
University of Chicago Press Journals. (2010, April 21). Why do grotesque fashion ads lure consumers?. ScienceDaily. Retrieved October 31, 2014 from www.sciencedaily.com/releases/2010/04/100419151004.htm
University of Chicago Press Journals. "Why do grotesque fashion ads lure consumers?." ScienceDaily. www.sciencedaily.com/releases/2010/04/100419151004.htm (accessed October 31, 2014).

Share This



More Mind & Brain News

Friday, October 31, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Studying Effects of Music on Dementia Patients

Studying Effects of Music on Dementia Patients

AP (Oct. 30, 2014) The University of Wisconsin-Milwaukee is studying the popular Music and Memory program to see if music, which helps improve the mood of Alzheimer's patients, can also reduce the use of prescription drugs for those suffering from dementia. (Oct. 30) Video provided by AP
Powered by NewsLook.com
Techy Tots Are Forefront of London's Baby Show

Techy Tots Are Forefront of London's Baby Show

AP (Oct. 28, 2014) Moms and Dads get a more hands-on approach to parenting with tech-centric products for raising their little ones. (Oct. 28) Video provided by AP
Powered by NewsLook.com
Cocoa Could Be As Good For Memory As It Is For A Sweet Tooth

Cocoa Could Be As Good For Memory As It Is For A Sweet Tooth

Newsy (Oct. 27, 2014) Researchers have come up with another reason why dark chocolate is good for your health. A substance in the treat can reportedly help with memory. Video provided by Newsy
Powered by NewsLook.com
Five-Year-Olds Learn Coding as Britain Eyes Digital Future

Five-Year-Olds Learn Coding as Britain Eyes Digital Future

AFP (Oct. 27, 2014) Coding has become compulsory for children as young as five in schools across the UK. Making it the first major world economy to overhaul its IT teaching and put programming at its core. Duration: 02:19 Video provided by AFP
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:

Strange & Offbeat Stories


Health & Medicine

Mind & Brain

Living & Well

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins