Moderat's Rusty nails and Loie Fuller's Serpentine dance : analysis cloth, the body and movement as symbolic interpretation of meaning in film
- Authors: Coates, Maran
- Date: 2012
- Subjects: Fashion in motion pictures
- Language: English
- Type: Thesis , Masters , MTech
- Identifier: vital:8498 , http://hdl.handle.net/10948/d1015733
- Description: The main objective of the study is to explore how cloth, the body and movement are able to communicate possible symbolic meaning in Loïe Fuller’s Serpentine Dance film and Moderat’s Rusty Nails music video. The study further attempts to establish the characteristics of fashion film to include cloth, the body and movement and provide a methodology that locates fashion film as a sign system using a visual semiotic analysis framework. The films were then compared and contrasted to determine similarities and differences in their use of cloth, the body and movement. The findings from the film analysis suggest that cloth, the body and movement communicate symbolic meaning in the films based on their associated meanings that are generated both inside and outside the film context. By focussing on cloth, the body and movement as primary communicators (rather than secondary or supporting communicators) in film, new meanings can be interpreted from their interrelationship. The results inform new ways for fashion designers and fashion filmmakers to engage with cloth, the body and movement in fashion film.
- Full Text:
- Date Issued: 2012
- Authors: Coates, Maran
- Date: 2012
- Subjects: Fashion in motion pictures
- Language: English
- Type: Thesis , Masters , MTech
- Identifier: vital:8498 , http://hdl.handle.net/10948/d1015733
- Description: The main objective of the study is to explore how cloth, the body and movement are able to communicate possible symbolic meaning in Loïe Fuller’s Serpentine Dance film and Moderat’s Rusty Nails music video. The study further attempts to establish the characteristics of fashion film to include cloth, the body and movement and provide a methodology that locates fashion film as a sign system using a visual semiotic analysis framework. The films were then compared and contrasted to determine similarities and differences in their use of cloth, the body and movement. The findings from the film analysis suggest that cloth, the body and movement communicate symbolic meaning in the films based on their associated meanings that are generated both inside and outside the film context. By focussing on cloth, the body and movement as primary communicators (rather than secondary or supporting communicators) in film, new meanings can be interpreted from their interrelationship. The results inform new ways for fashion designers and fashion filmmakers to engage with cloth, the body and movement in fashion film.
- Full Text:
- Date Issued: 2012
Brand awareness of students at the Nelson Mandela Metropolitan University
- Authors: Huang, Wei
- Date: 2005
- Subjects: Brand name products , Brand choice , Consumers' preferences , Nelson Mandela Metropolitan University -- Students -- Attitudes
- Language: English
- Type: Thesis , Masters , MTech
- Identifier: vital:9350 , http://hdl.handle.net/10948/187 , Brand name products , Brand choice , Consumers' preferences , Nelson Mandela Metropolitan University -- Students -- Attitudes
- Description: To ensure a long-term successful product brand, it is important to build brand awareness, to reach the consumer’s mind, encourage a consumer to develop a preference and eventually provide a positive contribution to consumer decision-making. Therefore, there is a need to understand and identify the role of brand awareness in the purchase process. An understanding of students as consumers and their brand awareness is important to marketers, particularly as students are recognised as a specialised market segment for a variety of products. The research focused on identifying the differences, if any, in brand awareness and its role in students’ purchase of sportswear clothing and sportswear shoes (high-involvement products) and coffee (a low-involvement product). A drop-off survey was used to collect the required empirical data from a convenience sample of 450 students enrolled at the Nelson Mandela Metropolitan University. The empirical findings showed that students were more aware of sportswear clothing and shoe brands than of coffee brands. Advertising played an important role in the awareness of sportswear shoes and clothing brands, but seemed unimportant in the case of coffee. Brand elements were found to enhance brand awareness. The brand name was important for coffee, while the name and the logo played a role in students’ awareness of sportswear brands. The study deduced that differences in brand awareness between high-involvement and low-involvement products exist among the students. Marketers thus need to choose appropriate strategies to create and increase brand awareness for the different products.
- Full Text:
- Date Issued: 2005
- Authors: Huang, Wei
- Date: 2005
- Subjects: Brand name products , Brand choice , Consumers' preferences , Nelson Mandela Metropolitan University -- Students -- Attitudes
- Language: English
- Type: Thesis , Masters , MTech
- Identifier: vital:9350 , http://hdl.handle.net/10948/187 , Brand name products , Brand choice , Consumers' preferences , Nelson Mandela Metropolitan University -- Students -- Attitudes
- Description: To ensure a long-term successful product brand, it is important to build brand awareness, to reach the consumer’s mind, encourage a consumer to develop a preference and eventually provide a positive contribution to consumer decision-making. Therefore, there is a need to understand and identify the role of brand awareness in the purchase process. An understanding of students as consumers and their brand awareness is important to marketers, particularly as students are recognised as a specialised market segment for a variety of products. The research focused on identifying the differences, if any, in brand awareness and its role in students’ purchase of sportswear clothing and sportswear shoes (high-involvement products) and coffee (a low-involvement product). A drop-off survey was used to collect the required empirical data from a convenience sample of 450 students enrolled at the Nelson Mandela Metropolitan University. The empirical findings showed that students were more aware of sportswear clothing and shoe brands than of coffee brands. Advertising played an important role in the awareness of sportswear shoes and clothing brands, but seemed unimportant in the case of coffee. Brand elements were found to enhance brand awareness. The brand name was important for coffee, while the name and the logo played a role in students’ awareness of sportswear brands. The study deduced that differences in brand awareness between high-involvement and low-involvement products exist among the students. Marketers thus need to choose appropriate strategies to create and increase brand awareness for the different products.
- Full Text:
- Date Issued: 2005
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