Why do grotesque fashion ads lure consumers?

Apr 19, 2010

Women's fashion magazines are chock full of ads, some featuring bizarre and grotesque images. According to a new study in the Journal of Consumer Research, these ads are effective at grabbing consumers' attention.

The study lists the following examples from fashion magazines like Vogue: a Jimmy Choo ad depicting a woman fishing a purse out of a pool that contains a floating corpse of man, and a Dolce & Gabbana ad that features one beautiful woman in period costume skewering another in the neck.

"Why do we see such bizarre imagery in for clothing that cost several hundreds or even thousands of dollars?" ask authors Barbara J. Phillips (University of Saskatchewan) and Edward F. McQuarrie (Santa Clara University). The researchers interviewed 18 women who regularly read fashion magazines to examine their reactions to macabre ads.

They found that in addition to expected modes of engagement with ads, some women approached fashion advertisement as a type of fiction. "These women would be transported into the story world set in motion by the ad's pictures, asking themselves, 'What is happening here?' and 'What will happen next?'" the authors write.

Still others sought out imagery that could be approached like a painting in a gallery. "These women would immerse themselves in the images, examining its lighting, colors, lines, composition, and creativity," the authors explain.

Overall, the researchers found that in many cases, the key to constructing an engaging fashion ad was not to make it likeable or conventionally pretty, but to make it engaging.

"The merely pretty was too easily passed over; grotesque juxtapositions were required to stop and hold the fashion consumer flipping through Vogue," the authors write. "For the brands that choose to use grotesque imagery—roughly one-fourth, according to a content analysis—the promise is that greater engagement with ad imagery will lead to a more intense and enduring experience of the brand."

Explore further: When it comes to how pizza looks, cheese matters

More information: Barbara J. Phillips and Edward F. McQuarrie. "Narrative and Persuasion in Fashion Advertising." Journal of Consumer Research: October 2010.

add to favorites email to friend print save as pdf

Related Stories

Consumers and commercials studied

Jun 20, 2006

U.S. scientists say the more consumers are absorbed in the narrative flow of a story, called transportation, the less likely they'll respond well to ads.

Recommended for you

When it comes to how pizza looks, cheese matters

Aug 21, 2014

Most consumers have an idea what they want their pizza slice to look like. Golden cheese with that dark toasted-cheese color scattered in distinct blistery patches across the surface with a bit of oil glistening in the valleys. ...

Freedom and responsibility of science

Aug 21, 2014

Yesterday, the German Research Foundation (DFG) and the Leopoldina National Academy of Sciences presented their recommendations for "The Freedom and Responsibility of Science" in Berlin. Both research organizations appeal ...

What I learned from debating science with trolls

Aug 20, 2014

I often like to discuss science online and I'm also rather partial to topics that promote lively discussion, such as climate change, crime statistics and (perhaps surprisingly) the big bang. This inevitably ...

Activists urge EU to scrap science advisor job

Aug 19, 2014

Nine major charities urged the European Commission on Tuesday to scrap a science advisor position it says puts too much power over sensitive policy into the hands of one person.

User comments : 1

Adjust slider to filter visible comments by rank

Display comments: newest first

THoKling
not rated yet Apr 19, 2010
Add to that the fact that sales at any ladies' outlet can be compared to your average religious massacre, and it's understandable why such 'macabre' ads are so attractive.