Wordless

Posted on May 19, 2010

We looked at a current Vogue and analyzed 500 pages of fashion advertising.

All were photographic, mostly single image. Aside from the logos of the brands, a scattering of taglines, and some mouse-type copyright info, the absence of words was remarkable.

500 ads. Zero headlines. Zero text.

A highly evolved art form aimed at an audience that does not, will not, and (to some extent) cannot read. There were, by the way, 190 more pages of ads (!) for cosmetic products, which did carry text. Some delusions need words.

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2 Comments

  1. Nikolas Allen
    June 5, 2010

    Ooh, snarky AND irreverent. Me likey!

    As an Art Director, I’ll admit that I enjoy fashion advertising. However, the “Glamour Shot & Logo” approach surely needs to evolve further eventually, yes?

    Since the Killian crüe is all about evolution (yay, finches), how do you suggest/predict that fashion advertising should/will evolve?

    @nikolas_allen

    Reply
  2. Bob
    June 7, 2010

    Holograms. Clearly, holograms.
    “How do you like this neckline, Obi-Wan?”

    Reply

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