Analysis of fashion advertisements through consumers' view

ANALYSIS OF FASHION ADVERTISEMENTS THROUGH CONSUMERS' VIEW As the product range widened with economic, technological and cultural developments over time, similar products have emerged as a result. Fashion is intertwined with economic, social and cultural values and yet, it is temporary, thereby necessitating new strategies to be developed. Most important of all is advertising, which bears more importance every day. Manufacturers are more drawn to the advertising industry than ever as they wish to present the distinct features of their products, get ahead in market competition and build a favorable image for consumers. These drivers have created a relationship between fashion, brand and advertising. The point of advertising that builds positive attitude in consumers by informing the individuals, aims to create a certain impact on and to affect the opinions and habits of the target audience. The advertisements created by fashion brands are the same in that they also aim to draw the consumers' attention and to raise a certain level of interest and desire in consumers towards the advertised product or service. Advertisers are also curious about how the fashion advertisements are viewed by the consumers. In this study, samples of advertisements placed by the fashion designers in printed and visual media are examined to define how the consumers view these advertisements. In line with this objective, this study aims to find answers to such questions as: "Does the advertisement attract the attention of the consumers?"; "Does the advertisement raise interest and desire in consumers?"; "Does the advertisement affect the consumers' purchasing preferences?" In this study that aims to evaluate the fashion advertisements from the point of view of the consumers, focus group discussion method was applied as one of the qualitative research methods and two separate focus group discussions were held. Additionally, fashion designers, fashion photographers and stylists behind the selected advertisements were interviewed. Under the light of the information gathered, the study attempted at defining the opinions of the consumers on the advertisements, which is also most intriguing to the advertisers. Results of the study have shown that advertisements that draw consumers' attention and that raise the interest and desire in consumers affect the purchasing preferences of the consumers. Keywords: Advertisement, Fashion, Fashion Photography, Fashion Advertisement.