2019, Vol. 4, No. 1. - go to content...

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Sedyh V.S., Makarova T.L. Classification of harmonious hedonistic images in advertising campaigns of modern brands. Journal of Clothing Science. 2019; 4(1). Available at: https://kostumologiya.ru/PDF/13IVKL119.pdf (in Russian).

Classification of harmonious hedonistic images in advertising campaigns of modern brands

Sedyh Viktoriya Sergeevna
Russian state university named A.N. Kosygin (Technologies. Design. Art), Moscow, Russia
E-mail: sedykhviktoriya@gmail.com

Makarova Tatiana Lvovna
Russian state university named A.N. Kosygin (Technologies. Design. Art), Moscow, Russia
E-mail: 11suntm@gmail.com

Abstract. Hedonistic image is one of the key images in modern advertising. Today, in the era of postmodernism and consumerism, the concept of reasonable consumption is lost, which indicates the relevance of the topic, as well as numerous facts of the crisis of postmodern Western civilization in the power of hedonism. The theme of hedonic consumption originates in the mid-nineteenth century caused by the industrial revolution and subsequently emerging trend of dandyism. Hedonistic image is widely used in costume design, contemporary art and advertising.

The article deals with hedonistic images and color groups in modern advertising from 2003 to 2018. The authors presented the classification of harmonious hedonistic images in advertising campaigns of modern brands, made according to the results of research on this topic. The most frequently used and sold types of hedonistic images in advertising campaigns of modern brands are highlighted. Identified current color palettes in modern advertising in the framework of the studied topic.

Developed recommendations for advertising specialists and designers to create an effective hedonic advertising image. When creating a modern advertising image, a specialist in the field of advertising or a designer should take into account all the stages and features of image creation. Type of appearance, age, accessories, makeup, harmonious and logical combination with the promoted product – all this should be in harmony, creating a bright and attractive picture.

All elements of the new hedonistic image in modern advertising, including signs and symbols, colors, should carry a harmonious message to the target audience.

Keywords: hedonistic image; pleasure; advertising; PR; fashion; fashion; design; symbol; sign; image; color palette

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