Stilistična zasnova serije fotografij za promocijo blagovne znamke

Lovrec, Estera (author), Zorec, Petja (mentor)

Magistrska naloga temelji na idejni zasnovi in praktični izvedbi advertoriala za blagovno znamko Rex Kralj, ki je podprt s kreativno zasnovo oblačilne podobe nastopajočih v oglasu. Univerzalni stoli industrijskega oblikovalca in arhitekta Nika Kralja se v eksperimentalnem delu naloge – seriji fotografij – pojavijo ob smiselno izbranih oblačilih in modnih dodatkih slovenskih oblikovalcev. V teoretičnem delu sem utemeljila pomen izraza modni stilizem, opisala njegovo zgodovino, predstavila glavna področja in obrazložila razliko med delom modnega stilista doma in v tujini. Pojasnila sem pomen advertoriala in modnega editoriala. Prav tako sem podrobno raziskala izbrano blagovno znamko Rex Kralj, ki jo je leta 1952 ustanovil Niko Kralj, ki predstavlja pomemben doprinos k industrijskemu oblikovanju. Z namenom kakovostne izvedbe eksperimentalnega dela sem temeljito preučila ciljno publiko blagovne znamke Rex Kralj ter načine oglaševanja. V eksperimentalnem delu sem predstavila in utemeljila koncept načrtovanja advertoriala skozi inspiracijske kolaže, ki prikazujejo vzdušje, kadre, izbor stolov in končne vizualne podobe modelov, glede na zasnovane podteme (Skupnost, Enost in Hierarhija). Cilj magistrske naloge je serija fotografij s poudarkom na stilistični zasnovi, ki bo služila namenu oglaševanja stolov slovenske blagovne znamke Rex Kralj. Tako imenovani advertorial bo oblikovan z ozirom na zakonitosti tiskanih in spletnih medijev ter socialnih omrežij.

• Language: Slovenian
• Keywords: modni stilizem, advertorial, Rex Kralj, editorial, družina, skupnost
• Work type: Master's thesis/paper
• Organization: NTF - Faculty of Natural Sciences and Engineering
• Year: 2020
• PID: 20.500.12556/RUL-119378
• Publication date in RUL: 08.09.2020

Secondary language

• Language: English
• Title: Styling a photo series for the brand promotion

Abstract

The master's thesis is based on design development and realisation of an advertorial for the brand Rex Kralj, supported with a creative styling plan for the models in the advertisement. The universal chairs, made by industrial designer and architect Niko Kralj, appear in the experimental part of the thesis in a photo series along with sensibly selected clothing and accessories made by Slovene fashion designers. In the theoretical part, the thesis explains the concept of fashion styling, describing its history, presenting its main areas, and explaining the diference between working as a fashion stylist at home or abroad. Moreover, the thesis explains the meaning of advertorial and fashion editorial. The brand Rex Kralj, founded in 1952 by Niko Kralj, a significant contributor to industrial design, has been thoroughly researched, while the brand’s target audience and advertising methods were explored in order to execute the experimental part accordingly. The experimental part introduces and further explains the process of advertorial planning through inspirational collages which feature the atmosphere, composition, chair selection and final visual images of models based on designed sub-themes (Community, Unity and Hierarchy). The aim of the master’s thesis is to produce a photo series with an emphasis on stylistic design which will serve the purpose of advertising Rex Kralj chairs. The advertorial is designed with regard to current characteristics of print and online media as well as social networks.

• Keywords: fashion styling, advertorial, Rex Kralj, editorial, family, community