haku: @author Kavanagh, D. / yhteensä: 5
viite: 3 / 5
| Tekijä: | Lightfoot, G. Lilley, S. Kavanagh, D. |
| Otsikko: | The end of the shock of the new |
| Lehti: | Creativity and innovation management
2006 : JUNE, VOL. 15:2, p. 157-172 |
| Asiasana: | advertising advertising campaigns brands slogans |
| Kieli: | eng |
| Tiivistelmä: | This paper discusses shock advertising through consideration of the British high-street fashion house French Connection's "FCUK" campaign. The obvious resonance between this abbreviation and perhaps the most popular word in the English language was at the heart of the campaign's appeal and continues today through various extensions on both slogans and logos on French Connection's own goods and those who seek to exploit the company's success or subvert its market power. Our mediated experiences of reaching "extremes" are not paralysing or inspiring but simply further a nudge towards a gleeful purchase. The authors investigate how, via a series of semiotic reversals, the new, the strange, the unfamiliar and the would-be shocking are rendered banal, and thus thoroughly comprehensible through brand association and the endless re-iteration of existing words. |
SCIMA