Encoding Styles In Outfitters Ads

This study aims to investigate, how advertisements work as a social phenomenon and is used to represent different cultural ideologies. This study will show deep understanding of visual advertisements. It will show the choice of specific fashion accessories, locations and color schemes used by advertiser to represent different ideologies and give different meanings to ads the research will be conducted by selecting different advertisements from Outfitter¿s summer and winter catalogue of 2014-15. It will explore how different factors in visual advertisements play an important role to give different meanings and make an advertisement inspiring and attractive to the consumers and promote the brand in unique way. It will also show how advertisements present different ideologies by designing a unique frame/location for ads, color scheme and selection of models to present a product and how these things are used to inspire the consumers to purchase it. This research will be conducted under multi-modal approach of social semiotics by Kress and Theo Van Leuween.