Image, focus and hybridization: more of the same in publicity

Abstract

Contemporary fashion and clothes griffes publicity campaigns tend both to suffer a process of hybridization and to deviate the focus from their specific products to drive attention and emphasize concepts, identities, attitudes and ways of self-presenting and social performance related to the universe of consumers they intend to be associated with. Based upon these evidences and relying on hybridization notions and on studies developed by Mikhail Bakhtin, this work aims at outlining appointments to a comparative study between two pieces of advertisements that integrate campaigns divulged by the griffes of clothes and accessories Forum and Diesel. The intention is to explore both the thematic and figurative hybridization between the referred campaigns and their consequent interrelations.