An exploration of how visual communication is utilised within the fashion industry and its effects on society

Abstract

The research presented in this dissertation looks into how the power of visual communication is used within the fashion industry, with particular focus on commercial advertising through photography. The effects and influences that visual communication can have on society are also explored. Furthermore, the objective was to create an art work that would reflect the purpose of the research itself as well as put the studied process to practice. Ultimately, a contemporary art work that would communicate a message to the viewer was achieved. The main aim of this project is to understand the ways in which advertising supports the fashion industry and how advertising is perceived by society. The project also recognises how certain campaigns have the power to manipulate society. Finally, the intention was to create a project that would use visual communication for the proliferation of consumerism. The possible destructive effects on society that the same project could have are also acknowledged.