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Lifestyle, aesthetics and narrative in luxury domain advertising


Flückiger, Barbara (2009). Lifestyle, aesthetics and narrative in luxury domain advertising. Popular Narrative Media, 2(2):195-212.

Abstract

This study investigates a pattern observed in recent lifestyle advertisements. In the domain of luxury goods a certain type of advertisement has emerged that relies almost exclusively on the evocation of pure sensation. Only in part do the depicted scenes, characters or objects trigger these sensations. Rather, aesthetic features of style – such as depth of field, diffusion, colour or light – enhance the spectator's sensorial response. In the context of the avant-garde of the 1920s, similar strategies were employed. While these avant-garde films combined a modernist hope for utopia with a democratisation of aesthetics and taste for the masses, contemporary lifestyle advertisements tend to be suffused with nostalgia. However, this nostalgia is ahistoric, offering only the most pleasurable aspects of an imaginary experience.

This study investigates a pattern observed in recent lifestyle advertisements. In the domain of luxury goods a certain type of advertisement has emerged that relies almost exclusively on the evocation of pure sensation. Only in part do the depicted scenes, characters or objects trigger these sensations. Rather, aesthetic features of style – such as depth of field, diffusion, colour or light – enhance the spectator's sensorial response. In the context of the avant-garde of the 1920s, similar strategies were employed. While these avant-garde films combined a modernist hope for utopia with a democratisation of aesthetics and taste for the masses, contemporary lifestyle advertisements tend to be suffused with nostalgia. However, this nostalgia is ahistoric, offering only the most pleasurable aspects of an imaginary experience.

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Additional indexing

Item Type:Journal Article, refereed, original work
Communities & Collections:06 Faculty of Arts > Institute of Cinema Studies
Dewey Decimal Classification:900 History
700 Arts
Language:English
Date:2009
Deposited On:18 Feb 2010 08:37
Last Modified:05 Apr 2016 13:53
Publisher:Liverpool University Press
ISSN:1754-3819
Publisher DOI:https://doi.org/10.3828/pnm.2009.6
Official URL:http://liverpool.metapress.com/content/h306756763567607/?p=a94d1b521aef46c1befee95c69df0ebc&pi=5

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