Types
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Fashion advertisement takes many forms. The most common and widely seen is probably magazine advertising, which will fill the pages of top fashion magazines like Vogue, W, Cosmopolitan, Vanity Fair, Women's Wear Daily and Harper's Bazaar. Billboards are also commonplace in cities like Los Angeles and New York. In some urban areas, ads painted on the sides of buildings where they can be seen for miles. Designers advertise their colognes, makeup or new line of products on television.
Identification
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Prada, Dolce and Gabbana, Marc Jacobs, Louis Vuitton, Gucci, Chanel,
Diesel and Dior all spend a significant amount of money on advertising
campaigns that they hope will grab the attention of magazine readers,
commuters and the fashion-obsessed.
Features
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Many fashion advertisements aim to be provocative. In the past few
years a significant number of ads have been considered controversial for
having displayed, promoted or suggested violence, sexual promiscuity,
drug and alcohol use, anorexia, nudity and female submission. One of the
great ironies of fashion advertising is the fact that many designers
utilize nudity to promote their clothing.
Considerations
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Fashion houses are able to gain a lot of free advertising by having
their clothes worn by the hottest celebrities, socialites and industry
mavens. Interest in a specific name brand or designer item is instantly
generated if a celebrity is photographed in a designer's dress at a
popular awards show, movie premiere, outing or function or simply just
walking down the street. These photographs are then published via the
web and magazines, with designer's name often being mentioned in the
piece or footnotes.
Geography
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Though many fashion magazines have a readership that is nationally or
internationally based, other, more concentrated advertising efforts are
typically focused in either large urban areas or upscale communities.
Los Angeles, San Francisco and New York are three examples.
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