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: Physicist creates ice cream that changes colors as it's licked

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

Soccer's key role in helping migrants to adjust

12 minutes ago

New research from the University of Adelaide has for the first time detailed the important role the sport of soccer has played in helping migrants to adjust to their new lives in Australia.

How dinosaurs shrank, survived and evolved into birds

2 hours ago

That starling at your birdfeeder? It is a dinosaur. The chicken on your dinner plate? Also a dinosaur. That mangy seagull scavenging for chips on the beach? Apart from being disgusting, yet again it is a ...

Children's book explores Really Big Numbers

2 hours ago

A new children's book written and illustrated by a Brown mathematics professor Richard Schwartz takes readers on a visual journal through the infinite number system. Schwartz hopes Really Big Numbers will ...

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.