Brand Image and Self Image: A study on the semiotics behind Victoria’s Secret’s visual communication and its impact on its target audience

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Brand Image and Self Image: A study on the semiotics behind Victoria’s Secret’s visual communication and its impact on its target audience

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Publication Bachelor thesis
Title Brand Image and Self Image: A study on the semiotics behind Victoria’s Secret’s visual communication and its impact on its target audience
Author Salih, Dania
Date 2016
English abstract
This essay explores how a brand’s image affects consumers’ self-image through a case study of the lingerie brand Victoria’s Secret in order to reflect over the role of graphic designers as visual communicators in society. The study conducts a semiotic analysis of the brand and a qualitative research consisting of interviews and a focus group of a selection of women within the brand’s target audience. The conclusion is that Victoria’s Secret, through its models, contributes to an unrealistic feminine ideal that the study participants’ self-image was perceptibly affected by. While perception is personal and signs are context reliant, semiotics is not only useful for analyzing visual communication but also as a tool that graphic designers can use for creating ads with the consumer’s needs in mind.
Publisher Malmö högskola/Kultur och samhälle
Pages 56
Language eng (iso)
Subject Brand Image, Brand Identity, Graphic Design, Self-image, Semiotics, Visual Communication, Advertising
Handle http://hdl.handle.net/2043/21569 Permalink to this page
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