The Study On Expression Of Brand Culture In Clothing Advertisement

While the economy is prospering, clothes manufacturers are taking an all-aroundway to promote their own brands. To gain some share from the fierce completion inclothing market, a unique brand image is needed to be established to achievecognition and acceptance from the target consumer groups. As a product of pullingdual duty of material and spirit, the expression of brand culture in the clothingbecomes a part of importance in the planning and creating of an advertisement. thearticle aims to make a study on expression of brand culture in clothing advertisementand a summary of that different expression forms to provide a new thought for today’sclothing advertisement according to analyzing the expression of brand culture andvisual identification in it.By a research and analysis on the problems existing in the visual expression oftoday’s clothing advertisement in china, carding and summarizing developmentprocess of clothing advertisement from domestic to abroad, we discuss therelationship between clothing advertisement and brand culture, emphasize that thebrand culture could create effectively an atmosphere of art in the clothingadvertisement to improve its competitiveness and persuasion. According to ananalysis of the characteristics of personal, national, epochal, stylish the expression ofbrand culture in clothing advertisement has shown in the times development, weacknowledge it would be a significant strategy for expression of brand culture underthe trend of internationalization for clothing advertisement to value the connotationinjection into brand culture, a need of personality and a creation of borderless.Analysis of to analyzing the culture expressions of different brands inadvertisements from domestic to aboard, we summarize the six visual expressions ofbrand culture from the angle of perceptual cognition, they are beauty, luxuriousness,simple, sexuality, offbeat style and art. And we summarize the great effect that thefive emotion expressions of requirements for functions, back to reality, expression ofself-worth, social phenomenon, survival context have made on the expression ofbrand culture from the angel of rational cognition. The article points out that as thefrequently-using methods in the clothing advertisement, pictures, colors and celebrities are three elements which could be identified very easily. And we wouldstudy the supporters for expression of brand culture from visual identification, andstudy the expression of brand culture from logo, poster, show window, packaging, andso on. According to the study, a logo, as a symbol of vision identifying, could makea most quick expression, and shop window as well as posters combined with visualelements, could make a direct expression for the brand culture, effectively improve itsdegree of recognition. Packaging and hang tags combined with the visual elementscould make an indirect and continuous expression for it, and deepen people’sexperience and memory in it.The article has made a deep analysis of the expression of brand culture for JNBY,by case study and sample investigation, and puts forward that we need to injectconnotation into a unique brand image and clear visual identification. under the trendof internationalization, base on Chinese culture, making an expression of brandculture using effectively the language of vision, the consubstantial brands could bedistinguished easily. According to the study, a full expression of brand cultureconnotation in the clothing advertisement helps consumers resonate mentally andimprove their loyalty and acceptance to the brand.