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Petushkova T.A., Belgorodskiy V.S. Fractal as a system of conceptual analysis of visual-graphic communication fashion brands. Journal of Clothing Science. 2019; 4(3). Available at: https://kostumologiya.ru/PDF/05IVKL319.pdf (in Russian).

Fractal as a system of conceptual analysis of visual-graphic communication fashion brands

Petushkova Tatyana Anatolʹevna
A.N. Kosygin`s Russian state university (Technology. Design. Art), Moscow, Russia
E-mail: tatyana_petushkova@yahoo.com

Belgorodskiy Valery Savelievich
A.N. Kosygin`s Russian state university (Technology. Design. Art), Moscow, Russia
E-mail: rectormgudt@mail.ru

Abstract. The article shows the possibility of applying fractal methodology to the analysis of visual and graphic communications of fashion brands (VGK FB) in their advertising discourse. It is shown that the modern costume is a socio-psychological and imaginative characteristic of a person, which is reflected in the symbolic system of VGK FB. This allows us to consider it as an interactive act, implemented in the sign and showing the social and individual-personal qualities of a person, his status, temperament, character, aesthetic, ethical and ideological orientations. In this regard, the VGK of modern fashion brands is a philosophical and cultural model of the conceptual-figurative system, with its illocutive, axiological and connotative functions, and the task of advertising is to Express this specificity in vivid graphic images.

For the first time the theory of fractal analysis is applied to such a dynamic and little-investigated object as VGK FB. According to research by a number of authors, branding technologies in domestic design are at the beginning of their development, and the rapidly growing demand from commercial structures and all kinds of fashion industry for advertising and professional graphic design services requires in-depth theoretical research using modern methods.

In modern cultural and scientific practice fractal is considered as a paradigm concept of interdisciplinary nature, able to present the language of graphic communication in a new way and develop the necessary classifications for practical application. The paper analyzes the use of fractal technique in the works of painting, architecture, design and proposes a comprehensive methodology for assessing the VGK FB. On its basis, a visual analysis of the occurrence of fractal forms in the composite structure of the VGK FB and its approbation in the educational design at the stage of presentations of fashion collections of clothing.

Keywords: fractal; fractal geometry; visual-graphic communication; fashion brands; costume design; advertising discourse of VGK FB; semiotic level of advertising communication

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