{"id":1803,"date":"2023-05-01T16:33:45","date_gmt":"2023-05-01T13:33:45","guid":{"rendered":"https:\/\/kostumologiya.ru\/en\/?p=1803"},"modified":"2023-10-04T16:41:31","modified_gmt":"2023-10-04T13:41:31","slug":"03ivkl223","status":"publish","type":"post","link":"https:\/\/kostumologiya.ru\/en\/03ivkl223.html","title":{"rendered":"Fashion \u2014 fractal \u2014 concept: development of a fractal analytics language in advertising graphics"},"content":{"rendered":"

Petushkova Tatyana Anatolyevna<\/strong>
\nMoscow Institute of Economics, Moscow, Russia
\nE-mail: petushkovata@noumei.ru
\nORCID: https:\/\/orcid.org\/0000-0002-3900-1663<\/a>
\nRSCI: https:\/\/www.elibrary.ru\/author_profile.asp?id=1069890<\/a><\/p>\n

Abstract.<\/strong> The article proposes a fractal classification of fashion photographic communications based on the geometric model of the \u00abHarter \u2014 Haythaway\u2019s Dragon polyline\u00bb, which is classified by mathematicians as the simplest geometric fractals such as Kantor\u2019s dust, snowflakes and von Koch\u2019s polylines, carpet and Serpinsky\u2019s sponge and many others that have a regular geometrically correct structure. As an empirical material, advertising samples of the fashion brand \u00abChanel\u00bb were used, and the methodological basis is the position of fractal mathematics on recognizing the \u00abvisual image of a fractal\u00bb in the object under study. Thus, not a new axiomatics is introduced into the advertising costume graphics, but an \u00abintersubjective context of the fractal concept\u00bb based on strict logical methods of defining the concept, methods of analogy and metaphorical transfer, developing a \u00abstable practice of recognizing the fractal\u00bb within the framework of creating \u00abartifacts of applied theory\u00bb 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: \u00absuit \u2014 textile \u2014 ornament\u00bb, \u00absuit \u2014 accessories\u00bb, \u00absuit \u2014 background\u00bb. 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 \u00abconceptualizing the visual context of the image\u00bb. In this context, it acts as a \u00abvisual communication medium\u00bb 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 \u00abChanel\u00bb. 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 \u00abHarter \u2014 Hayway\u2019s Dragon Polyline\u00bb model, and the background environment is described by the \u00abSerpinsky\u2019s Carpet\u00bb model or a natural landscape, conventionally designated by the \u00abFractal Tree\u00bb model. In the first case, a well-known compositional contrast technique is implemented: curve-straight, and in the second \u2014 the most commonly used principle of including material objects in the natural environment.<\/p>\n

Keywords:<\/strong> fractals; fractal language; fractal methodology; visual and graphic communications; fractal analytics; fractal costume graphics<\/p>\n","protected":false},"excerpt":{"rendered":"

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 \u00abHarter \u2014 Haythaway\u2019s Dragon polyline\u00bb, which is …<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[40,5],"tags":[],"class_list":["post-1803","post","type-post","status-publish","format-standard","hentry","category-vol8-no2","category-article"],"_links":{"self":[{"href":"https:\/\/kostumologiya.ru\/en\/wp-json\/wp\/v2\/posts\/1803","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/kostumologiya.ru\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/kostumologiya.ru\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/kostumologiya.ru\/en\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/kostumologiya.ru\/en\/wp-json\/wp\/v2\/comments?post=1803"}],"version-history":[{"count":6,"href":"https:\/\/kostumologiya.ru\/en\/wp-json\/wp\/v2\/posts\/1803\/revisions"}],"predecessor-version":[{"id":1937,"href":"https:\/\/kostumologiya.ru\/en\/wp-json\/wp\/v2\/posts\/1803\/revisions\/1937"}],"wp:attachment":[{"href":"https:\/\/kostumologiya.ru\/en\/wp-json\/wp\/v2\/media?parent=1803"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/kostumologiya.ru\/en\/wp-json\/wp\/v2\/categories?post=1803"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/kostumologiya.ru\/en\/wp-json\/wp\/v2\/tags?post=1803"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}