DISCURSIVE STRUCTURES IN FASHION COMMUNICATION

Discursive structures refer to the space, time and actors in the advertising image. In other words, when and where the scene is set and who acts in it.

The three elements used are the following:

• Actorization (actors )
• Temporization (time)
• Spacialization (space)

Through the architecture codes we can understand if the scene is set in Paris (in the image we can see the Trocadero or the Eiffel Tower), and so we have the space.

The architecture codes in this image of Marc Lamey

Through the furniture codes we can understand if the time in which the scene is set is the present time (in the image we can see a TV or a tablet), and so we have the time.

Mobile phones in this Dolce&Gabbana fashion show

Through the clothes codes and the gestural codes we understand that the protagonist is a monk or a fireman, a young lady or a rude biker, and so we have the actors.

The biker David Beckham

Sometimes the space and the time are missing in the image. There is not furniture or architecture and the model can be naked.

In this case we can obtain an idea of the concept as valid al-ways and everywhere.