패션광고에 나타난 예술작품의 혼성모방 = Pastiche of Art-Works in Fashion Advertising

다국어 초록 (Multilingual Abstract)

Over the years, the relationship between fashion and art has received significant attention in fashion studies. This study seeks to research and inquire on the relation of pastiche strategies with art-works in fashion advertising with a focus on luxury fashion brands. Pastiche means `the exhaustion of creativity` and can be represented in fashion advertising`s borrowing of art-works. This study examines the concepts of fashion advertising and pastiche, focusing on the relation between fashion and art. Based on this as a framework, this study examines cases of art-work in fashion advertising, then reveals the effect that luxury fashion brands achieve through art. Unfortunately, every case cannot be confined to pastiche, but drawing on the strategy of pastiche allows us to show how art is being used in advertisement as well as how fashion and art are being changed.

참고문헌 (Reference)

1 Jung, E. M., "화가는 왜 여자를 그리는가: 정은미가 만난 그림 속의 여자들 [Why painters draw woman: Women in pictures who Jung Eun Mi meets]" Hangilart 2002

2 윤 영, "현대 패션광고사진에 나타난 재매개화의 미적특성 : 볼터와 그루신의 재매개화이론을 중심으로" 숙명여자대학교 대학원 2013

3 Lipovetsky, G., "패션의 제국 [Empire of fashion]" Moonye Publishing Co. Ltd 1999

4 Lee, S. J., "패션사진: 문화와 욕망을 읽는다 [Fashion photography: Reads culture and desire]" Sookmyung Women's University Press 2004

5 임은혁, "일본 아방가르드 패션에 표현된 서구 전통복식의 혼성모방" 복식문화학회 19 (19): 970-980, 2011

6 조윤경, "이태리 패션광고의 고전명화 패러디 표현연구" 이화여자대학교 디자인대학원 2000

7 이용우, "예술광고에 관한 탐색적 연구" 한국일러스아트학회 13 (13): 167-178, 2010

8 임주현, "아트 광고와 의미고정이 광고 이해도 및 광고 태도에 미치는 영향" 한국광고학회 23 (23): 49-75, 2012

9 Jameson, F., "모더니즘이후, 미술의 화두 [After modernism: Topics of fine arts]" Noonbit 65-86, 2012

10 Krauss, R., "모더니즘 이후, 미술의 화두 [After modernism: Topics of fine arts]" Noonbit 149-162, 2012

11 예민희, "럭셔리 패션브랜드의 예술 전략" 한국의류학회 38 (38): 191-200, 2014

12 Cumangun, R., "YSL AD CAMPAIGN"

13 Monica, "Watch the full Louis Vuitton advertising campaign film “L'invitation au voyage”"

14 Aldin, J., "Vanities: Art of the dressing table" The Metropolitan Museum of Art 2013

15 Gombrich, E. H., "The story of art" Yekyong 1997

16 Fontana, D., "The secret language of symbols: A visual key to symbols their meanings" Chronicle Books 2003

17 Campbell, C., "The romantic ethic and the spirit of modern consumerism" Nanam 2010

18 Welters, L., "The fashion reader" Berg 253-255, 2007

19 Hollander, A., "Seeing through clothes" University of California Press 1993

20 Hoesterey, I., "Pastiche: Cultural memory in art, film, literature" Indiana University Press 2001

21 Yang, H. M., "Pastiche in the late capitalism fashion" 50 (50): 69-84, 2000

22 Svendsen, L., "Fashion: A philosophy" MID 2013

23 Ko, E. J., "Fashion brand &communication" Gyomoon Publishers 2012

24 Kismaric, S., "Fashion and imagination: About clothes and art" ArtEZ Press 330-351, 2009

25 Teunissen, J., "Fashion and imagination: About clothes and art" ArtEZ Press 10-25, 2009

26 Tseëlon, E., "Fashion and art" Berg 111-122, 2012

27 Diamond, J., "Fashion advertising and promotion" Delmar 1996

28 Advertolog, "Dior adverts & commercials archive “Poison”"

29 Ramzi, L., "Christian Dior's luncheon on the grass"

30 Brookes, R., "Chic thrills: A fashion reader" University of California Press 17-29, 1992

31 Starr, S., "Campaña de Yves Saint Laurent del 98, Por Mario Sorrenti, parece que la idea fue de Saint Laurent [Yves Saint Laurent 98 Campaign, as idea of Saint Laurent by Mario Sorrenti]"

32 Arnheim, R., "Art and visual perception: A psychology of the creative eye" University of California press 2004

33 Boodro, M., "Art & fashion: A fine romance" 89 (89): 120-127, 1990