Les formats-manif de l’industrie de la mode : stéréotypes et trivialité

Abstract

Facing several controversial situations, fashion industry is often obliged to develop communication strategies in order to dissolve negative representations related to its management. Advertising can be a positive partner as long as it proposes uncommon tactics. Representations of manifestos and protest marches is a part of the way the fashion industry seize upon fixed and symbolic discourses related to political or artistic positions while introducing them into communicational and consumerist goals. This sort of distortion reveals manifesto’s trivial dimension and contributes to the construction of standard discourses qualified as manifesto-patterns.

Keywords

• stereotype
• fixed discourse
• distortion
• triviality
• advertising
• indiscipline