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论文作者:www.51lunwen.org论文属性:学术文章 Scholarship Essay登出时间:2015-02-28编辑:Cinderella点击率:13045
论文字数:5900论文编号:org201501301741483815语种:英语 English地区:英国价格:免费论文
关键词:non-traditional gender aestheticconsumption性别美学
摘要:本文研究了男性美学价值观与消费观发生改变的社会现象。对非传统性别美学价值观进行了深入研究。
In a similar vein, people use non-traditional gender aesthetics for the purpose of “self branding”. They purposefully display their handbags and /or extravagant outfits to portray themselves as unique and to generate a lasting impression. Self branding with non-traditional gender aesthetics means to ease the identification and recognition of people at social events, or in business situations. This form of self branding was particularly widespread among individuals who run their own (fashion) business.
“Yes, there are always looks and laughter that he has his bag with him that’s an identifying feature […] yes, people know you because you always have the bag with you […]”
A: How is that...?
“Actually that’s pleasant, positive. And it supports the brand. Hm… the ego”
(Marcus)
“I also wear one from my collection in the evening when I go out, then I wear the clutch I have my business cards, the cigarettes, the money and the cell phone and that is often the first topic when I am talking. With the rich women, when they ask me where I got that great bag from then I say “from my own collection” and you strike up a conversation like that.”
(Patrick)
Here, non-traditional gender aesthetics are used in a business context for self branding and for branding the business. Hence, non-traditional gender aesthetics are part of the fashion system, and are used to demonstrate uniqueness and innovativeness.
“You get attention in certain circles and you develop an own brand and it is prototypical for someone that he always appears like that, that’s important […]”, Marcus).
In this context the personal identity project coalesces with the company purpose and serves to build a strong (self and corporate) brand identity. Individuals purposefully select the appropriate handbag and outfit to draw attention to their specific business idea.
Contrasting
Individuals create their own aesthetic identity by consuming aesthetically unique or exceptional items. When a certain style, which they liked at the onset, is taken over by several people, the same style can become unaesthetic to them.
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