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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
Malmö högskola, Faculty of Culture and Society (KS).
2016 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis [Artistic work]
Abstract [en]

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.

Place, publisher, year, edition, pages
Malmö högskola/Kultur och samhälle , 2016. , p. 56
Keywords [en]
Brand Image, Brand Identity, Graphic Design, Self-image, Semiotics, Visual Communication, Advertising
National Category
Arts
Identifiers
URN: urn:nbn:se:mau:diva-22829Local ID: 21569OAI: oai:DiVA.org:mau-22829DiVA, id: diva2:1482761
Educational program
KS K3 Grafisk design
Available from: 2020-10-27 Created: 2020-10-27 Last updated: 2022-06-27Bibliographically approved

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf