Summary: The Evolution Of Social Media Advertising

Recent studies show how social media is changing industries because of the transformation and modernization of technology use. A great number of articles published in recognized newspapers and magazines talk about the change in advertisements in the luxury fashion industry. In the digital age, advertisements are created so they don’t appear “too slick”, rather “loose and conversational” instead of “structured and professional” (Hope, 2016). This new digital era has changed social media advertising and what consumers are eager to see; photography-based ads reflecting more realness and intimacy (Rothkopf, 2014). Advertising in social media has the task of “[manufacturing] glamour that doesn’t seem manufactured” (Rosman, 2012), giving it the

Inevitably, professional fashion photographers thought this to be “insulting to every artist out there”(Coup, 2016). This shoot represented the evolution luxury fashion industry is having upon social media, the not professional, but relatable publications. Brands are using social media as it is cheaper. Instagram offer an online canvas as opposed to the more traditional (and expensive) billboard. Speaking of billboards, brands and agencies will now generally not consider a photoshoot that goes on a billboard unless everyone involved has some sort of following online. (Coup, 2016). Everything in the scene is much more informal, the makeup artist and models are chosen by their impact on social media and their follower’s engagement on them; and the price of the publication is much more cheaper than that of printed billboards and magazines. Also the influence of social media has also changed how the models are chosen. (Hope,

The symbolic elements correlate to sensory attributes, and focuses on informative affective gratification. The utilitarian element relates to functional and non-sensory conception, and focuses on instrumental expectations (Roth 1995; Dhar and Wertenbroch 2000). With this in hand, it can be said that the positioning strategy of marketing could stimulate in the mind of the consumer with the help of symbolic or utilitarian association of a brand (Liu, & Wang, 2009). For example, to one consumer, a meal is truly Mexican only if it is made in Mexico and consumed by Mexicans, while, to another consumer, the meal must reflect certain recipes, regardless of who eats or makes the food (Salamone, 1997). Even if two things appear exactly alike, the authentic object is the one that is believed to have particularly valued or important physical encounters with the world (Radan Martinec,