Violent advertising in fashion marketing
In this article, we want to explore how people react,
interpret and appreciate violent advertising and if there are
any differences between men and women regarding the above
We start this article with a review on earlier research on violent
advertising from a Swedish perspective.
A discussion on violence definitions and symbols, pictures and
The following parts treat the results from the analysis and
finally the conclusion of the article is presented.
The term “shock advertising” indicates that the usage of violence
In advertising is a rhetoric and stylistic method, which creates
certain types of reactions.
Shocking pictures have become
the most effective way of selling commodities today
The advertising company Quickwise has examined how people
interpret Sisley’s advertising.
In their survey, 500 people have been studying four advertising
campaigns and one of t…(생략)
hem was Sisley’s.
The study showed that three out of four women and half
of the men were ready to abandon clothing,
which was advertised in an inappropriately sexual way.
-> university students in Halmstad.
-> consist of 16 students ;
eight of them were women and eight were men.
-> the spread of age of student is between 19 and 34 years.
-> The mean age was 25.75 years.
->consist of 12 questions, four question to each picture.
(1)What is your experience, feeling when you see the picture?
(2)What makes you react?
(3Does the picture trigger you to any feelings or associations? What do you think about when you see the picture?
(4) Does the picture give you positive or negative? Why/why not?
-the overt expression of physical force compelling action against one’s will on pain of being hurt or killed and actually hurting or killing
Examples of symbols and objects
-weapons (revolvers, knives etc.)