Proceedings of the 2021 International Conference on Social Development and Media Communication (SDMC 2021)

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New Media Communication of Fashion Consumer Goods in the Context of Visual Culture

A Case Study of Bralette Advertising

Authors
Dongyuan Zhu1, a,*, †, Sijia Chen2, b, *, †
1Zhuhai College of Science and Technology, Zhuhai, China
2Chongqing Depu Foreign Language School, Chongqing, China
†

These authors contributed equally.

*Corresponding author. Email: aguanghua.ren@gecacademy.cn
Corresponding Authors
Dongyuan Zhu, Sijia Chen
Available Online 17 January 2022.
DOI
10.2991/assehr.k.220105.070How to use a DOI?
Keywords
New media; Visual culture; Communication and marketing; Bralette
Abstract

Contemporarily, the relationship between new media and fashion has become a hot spot. Taking bralette as an example, this paper continues to explore this topic in the context of visual culture. Bralette is a lightweight bra without an underwire, designed primarily for comfort. Bralettes trend has occupied a large number of reports on fashion trends, especially in new media communication. There is no doubt that new media has accelerated the spread of bralette, where visual cultural context satisfies people with bralette’s attractive and powerful visual appearance. With all kinds of opinion leaders’ endorsements, impacts, and a variety of movies, TV shows and runways, bralette have been widely spread. Furthermore, human beings are more open minded and have a greater level of acceptance than they used to be. People do not limit themselves anymore and they prefer to respect others and decide their own choices. In this essay, we will analyse the relationship between bralette and new media and visual cultural context, as well as the change in attitude of public towards explicit values and conventional traditions. Through the quantitative method of questionnaire survey, this paper investigated the relationship between new media and communication and marketing of bralette. Based on the analysis, we tried to understand the changes of public attitudes towards consumption intention, cultural acceptance and explicit values. These results shed light for enriching the case study of new media and fashion communication.

Copyright
© 2022 The Authors. Published by Atlantis Press SARL.
Open Access
This is an open access article under the CC BY-NC license.

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Volume Title
Proceedings of the 2021 International Conference on Social Development and Media Communication (SDMC 2021)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
17 January 2022
ISBN
978-94-6239-512-1
ISSN
2352-5398
DOI
10.2991/assehr.k.220105.070How to use a DOI?
Copyright
© 2022 The Authors. Published by Atlantis Press SARL.
Open Access
This is an open access article under the CC BY-NC license.

Cite this article

risenwbib
TY  - CONF
AU  - Dongyuan Zhu
AU  - Sijia Chen
PY  - 2022
DA  - 2022/01/17
TI  - New Media Communication of Fashion Consumer Goods in the Context of Visual Culture
BT  - Proceedings of the 2021 International Conference on Social Development and Media Communication (SDMC 2021)
PB  - Atlantis Press
SP  - 372
EP  - 376
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.220105.070
DO  - 10.2991/assehr.k.220105.070
ID  - Zhu2022
ER  -