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Essay / Research Paper Abstract
This 7 page paper analyses a female clothing store treating the location as a text and applying a semiological approach. Your study should be based on primarily the theories of Sean Nixon work and considers the discourse of femininity that the store is trying to construct. The example used in Dorothy Perkins. The bibliography cites 5 sources.
Page Count:
7 pages (~225 words per page)
File: TS14_TEshopwm.rtf
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Unformatted sample text from the term paper:
potential. The different approaches, such as active audience theory and general integration theories indicate that the way in which the approach is made by a shop will not only be
the result of societal norms and culture but also they create it and influence the way that perceptions are created. By examining a London womens cloths shop the signs and
signals that are given out may be recognised and analysed. For this example we will use the well known chain store Dorothy Perkins. Part of the Arcadia group there is
a uniform approach to the messages encoded in the stores making it easy for the student to locate and examine a store for themselves. When a product is being
sold, the real sale is of the perceived benefits, this is in terms of the way the consumer will value the product bought as well as the experience of making
the purchase. Therefore the shop will both reflect as well as create the messages and culture. Clothes, more than many other items may be seen as appealing to our sense
of identity. We can apply the ideas Sean Nixon who looked at the way images signs and signals were used to create
the views f masculinity in the 1980s. It was argued here that the representation of men in the media, such as with fashion, changed which in turn changed the cultural
climate. This was evidenced with the images seen in magazines such as Loaded. Images were developing the perception of men, former fashion idea which were unacceptable or seen as not
masculine, such as mean wearing an earring and advisements portraying men using perfumed products (Nixon, 1992). Looking at the way this changed the cultural perspective on maleness and masculinity we
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