En Vogue: Poster Collection

《时尚杂志：海报集32》

Paperback : 96 pages

ISBN-10 : 3037786418

ISBN-13 : 978-3037786413

Product Dimensions :165 x 240 x 10.16mm | 272.16g

Publisher : Lars Müller Publishers/Museum für Gestaltung Zürich; Bilingual Edition (September 8, 2020)

Language: : English

页面参数仅供参考，具体以实物为准

内容简介

广告创造了梦幻世界，却总是同时见证着它所处的时代。

这两种趋势都体现在时尚海报上。

时尚海报超越了时尚潮流和审美理念，反映了道德规范和社会状况。

它们是生活方式的主张;

他们讲故事，引诱和震惊。

在传统和挑衅的游戏中，身体有时被过分地遮掩和伪装，有时则是感官上的表演。

有时只是间接地鼓励消费者购物。

一个钮扣或衣领作为一个par pro toto来说明产品质量的历史海报。

20世纪90年代初，贝纳通的广告活动中出现了一种新的、但颇有争议的时尚广告方式。

露骨的情色炫耀与诗意的暗示形成了鲜明的对比，诗意是日本时尚海报的特点。

广告行业中雌雄同体的模特和不那么规范的男性和女性形象标志着一个新时代的到来，这个时代需要不断平衡个性的愿望和集体归属感。

Advertising creates dream worlds, yet always simultaneously bears witness to its era. Both these tendencies are exemplified in fashion posters. Moving beyond the latest modish trends and beauty ideals, fashion posters reflect moral codes and social conditions. They are lifestyle propositions; they tell stories, seduce and shock. Playing with convention and provocation, bodies are sometimes lavishly veiled and disguised, sometimes sensually staged. At times consumers are only indirectly encouraged to shop. A button or a coat collar as a pars pro toto illustrate product quality in historical posters. A new, somewhat controversial approach to fashion advertising emerges in Benetton campaigns from the early 1990s. Overtly erotic ostentation contrasts with poetic allusions that are for example the hallmark of highly aesthetic Japanese fashion posters. Androgynous models and less normative images of men and women in the advertising industry mark the dawn of a new era that entails constantly balancing aspirations to individuality against a sense of collective belonging.