2023, Vol. 8, No. 3. - go to content...

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Petushkova T.A. Communication design: continuity of cultural codes in advertising and graphic products of national brands. Journal of Clothing Science. 2023; 8(3). Available at: https://kostumologiya.ru/PDF/26IVKL323.pdf (in Russian).

Communication design: continuity of cultural codes in advertising and graphic products of national brands

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

Abstract. The article raises the problem of design development and positioning of fashion brands, which is important for domestic design. The article proposes a methodology for studying world brands using the example of the iconic Italian brand «Versace», for which a communicative approach is used, which allows us to consider advertising and graphic design (AGD) of collections as an intellectual product of an iconic national brand, expressing the deep meanings of the ethnicity of the people, which is successfully translated into modern world culture. Advertising and graphic products, their semantic structure, appear as a communicative practice of creating a symbolic product, as a universal information and synergetic system that carries out communicative and cognitive processes of exchange, storage, development and transmission of cultural values. The distinctive features of Italian design are shown, such as: boldness of experiment, use of non-standard materials, synthesis of tradition and innovation, flexibility and active collaboration with famous architects and designers, aesthetic perfection. From these positions, the Versace family brand has been studied in the direction of information coding systems, the choice of initial style identifiers, logo and font elements in their evolution. The symbol of the brand is a baroque pattern and a Greek ornament (meander), which determine the system of continuity and philosophy of the brand, its DNA, and the female images glorify the sensual femininity of post-fashion of the 1980–1990s — strength, passion, tenderness, romance, vulnerability. Fashion combines «rock and simplicity», «chic and shock». Next, the brand is considered from a marketing perspective as an authoritative brand, demonstrating its performance qualities, image, cult status and recognition, which satisfies all the conditions for positioning a strong brand. Testing of the results in educational design showed the high efficiency of the method, which made it possible to update training programs and increase the professional literacy of future designers. This approach actualizes the development of students’ formative abilities, increases the courage of experimentation, and develops an individual attitude and worldview.

Keywords: advertising graphic design; advertising image; socio-cultural codes; fashion brands; communication practice; information-synergetic system; traditional culture of the nation

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