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Petushkova T.A. Fashion — fractal — concept: development of a fractal analytics language in advertising graphics. Journal of Clothing Science. 2023; 8(2). Available at: https://kostumologiya.ru/PDF/03IVKL223.pdf (in Russian).

Fashion — fractal — concept: development of a fractal analytics language in advertising graphics

Petushkova Tatyana Anatolyevna
Moscow Institute of Economics, Moscow, Russia
E-mail: petushkovata@noumei.ru
ORCID: https://orcid.org/0000-0002-3900-1663
RSCI: https://www.elibrary.ru/author_profile.asp?id=1069890

Abstract. The article proposes a fractal classification of fashion photographic communications based on the geometric model of the «Harter — Haythaway’s Dragon polyline», which is classified by mathematicians as the simplest geometric fractals such as Kantor’s dust, snowflakes and von Koch’s polylines, carpet and Serpinsky’s sponge and many others that have a regular geometrically correct structure. As an empirical material, advertising samples of the fashion brand «Chanel» were used, and the methodological basis is the position of fractal mathematics on recognizing the «visual image of a fractal» in the object under study. Thus, not a new axiomatics is introduced into the advertising costume graphics, but an «intersubjective context of the fractal concept» based on strict logical methods of defining the concept, methods of analogy and metaphorical transfer, developing a «stable practice of recognizing the fractal» within the framework of creating «artifacts of applied theory» in mass scientific communication. The aesthetic properties of the fractal model, its ability to evoke sublime feelings at the level of sensations and theoretical reflection aimed at updating the language of advertising graphics when creating effective communications are shown. At the same time, the fractal model may contain elements of stochastic randomness in such systems as: «suit — textile — ornament», «suit — accessories», «suit — background». In the first system, fragments of the developed classification are shown, in which the drawings of fabrics of the most diverse purpose and assortment are combined into a single classification principle. The second system considers identical structures for the construction of hairstyles, jewelry, shoe parts, bags and various groups of accessories as stable brand identifiers and metaphorical techniques. In the third system, the background is understood as an important compositional element of information perception, which allows «conceptualizing the visual context of the image». In this context, it acts as a «visual communication medium» corresponding to the DNA of MB. As a result of the research, an archetypal classification of advertising images has been developed that most fully reflect the style identifiers of MB «Chanel». The most characteristic for the brand is the design technique of creating a metaphorical image, when the advertised model (attribute marker) is described by the «Harter — Hayway’s Dragon Polyline» model, and the background environment is described by the «Serpinsky’s Carpet» model or a natural landscape, conventionally designated by the «Fractal Tree» model. In the first case, a well-known compositional contrast technique is implemented: curve-straight, and in the second — the most commonly used principle of including material objects in the natural environment.

Keywords: fractals; fractal language; fractal methodology; visual and graphic communications; fractal analytics; fractal costume graphics

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