Please enable JavaScript.
Coggle requires JavaScript to display documents.
Framing Luxury Massimo Dutti, language, storytelling, Figurative language…
-
-
storytelling
enabling pathos
“Consumers interpret brand stories through media and transform them into a memorable experience” (Kim et al., 2016)
Sword (2011) introduces storytelling as a powerful tool that can be used in every field and not just in literature for persuasion. Stories encapsulate something logos does not: emotions and a connection with the audience. Storytelling enables pathos and ethos. In luxury clothing advertisements, it creates a feeling that makes consumers connect to the clothing.
-
-
Figurative language is essential for framing: Palczewski (2012) states that language structures the reality we experience. Our perception of Massimo Dutti as a luxurious brand is therefore defined by the language that is used to set our interpretation of the video. Langauge is necessary even in videos to elevate the meanings of clothes. This way they are elevated from just clothing items to 'ground-breaking' collections of clothes and authentic items for 'true minds'. These are subtitles and titles given to the campaigns analysed posted on youtube.
Here we question: if language is not used at all in combination with visuals or other means, will framing be as effective as it is more open to interpretation? And at this point is it even framing or just works left completely open to subjectivity?
-
It is based on minimalism. As few unnecessary things as possible are used and consumption is reduced.
-
-
Font Type
Many luxury brands capital sans serif fonts, thus by sticking to this ‘trend’ Massimo Dutti activates a specific frame in the audience
Do not need fancy fonts to convey luxury, simple fonts emphasise quality and modernism over flashiness (tackiness)
- At what point did the switch occur from fancy fonts to minimal fonts to convey luxury?
- Since this seems like a trend, will the choice of font for luxury websites fluctuate in the coming years? Is it possible that in the future, complex fonts will be seen as more luxurious?
- What is the effect of human psychology on trends?
-
-
verbal elements guide our understanding of the video so that some interpretations are received and others avoided (Kim et al., 2016)
-
Over the last couple of years the concepts of sustainability, environmental justice and reduction of consumptions have grown a lot. People do not want to waste our planet and use unnecessary things. The latter was slowly implemented in more and more things like the fashion industry.
-
“The growing influence of minimalism on branding and marketing communication (e.g., advertising, brand statements) is presumably driven by minimalism's association with environmental sustainability, a value that many brands seek to reflect” (Chen, 2023).
-
-
-