Advertising main goal is for the consumer to buy. It requires the delivery of a message either through picture, words or both. With pictures, advertising creates an image. It invokes an abstract representation that you refer to when you think of the object in question. Most times the pictures use the meaning we have in our heads and expand them to incorporate the item.
With fashion advertisement, pictures give us an image of perfection, class, and beauty. It shows us the unattainable and tells us how to attain it. It does this with the combination of its words and picture. The brand and picture interact to provide this unattainability and attainability. The image gives the image the abstract ideal of unattainability while the brand gives the consumer something to reach for. The advertisement may also include a slogan or tag. This further adds to the idea of attainability. The words are something we can see, say, and hear, and we only need to buy the product to get our senses fulfilled. The slogan also weaves a story we might already have in our heads. It cements our connection between the memory we have relating to the image and the brand.
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