패션 브랜드 유튜브 캠페인에 나타난 해체주의적 특성

Abstract

The purpose is to derive its aesthetic characteristics by objectifying the visual image of the YouTube campaign into adjectives. As a result, we intend to identify advertising strategies that use them as basic data for setting fashion design concepts. A group of experts in fashion majors watched each of them, wrote adjectives, and collected 75 adjectives. By analyzing the frequency of adjectives, aesthetic characteristics were derived with adjectives recording the upper number of times, and the results were obtained that they had the characteristics of deconstruction. The conclusions of this study are as follows. First, Tamburin's Jenny appeared to be strange, scary, rambling and charming. Among the internal meanings of deconstruction due to spatial, social, and psychological distance from consumers, it can be said that T.P.O's mutual textuality and play of interaction. Second, Gucci Cruise be chosen rural, strange, wild, unharmonious, and difficult, which is a mixture of intertextuality and play of T.P.O. Third, The Excise Gucci Campaign parodies that juxtaposes six films directed by Stanley Kubrick, making them strange, retro, difficult, interesting, and wrong. Deconstructionist de-genre and de-boundary Fourth, Kenzo World is weird, dynamic, wrong, difficult, difficult, and confused, which correspond to T.P.O's interactive textuality, play of the second half, and destruction and decomposition among the external expressions of deconstruction. Fifth, Burberry Hero emphasized the aesthetic value of traditional men, so it was ostensibly wild, free, powerful, sensual, and fantastic. Compared to the lifestyle of men who usually work at work, this corresponds to play of second best.