TEXT IN FASHION COMMUNICATION

A text is a series of concepts that are linked together, be-tween a beginning point and a stopping point.

For example:

• a picture, a film, a video, a photo or a painting are visual texts
• a novel or a letter is a verbal text
• a symphony or a play is a sound text 
• a statue or a model are plastic texts

Lady Dior Cruise 2017 Advertising Campaign is a visual text

The models of Emporio Armani spring/summer 2017 fashion show are a plastic text

Text can be:

• synchronic
• diachronic

It is synchronic when all the signs contained in it are sent together in the same moment and the receiver can use them when he prefers.

It is diachronic when the signs are sent in different moment and follow a timeline and the receiver is obliged to follow the order imposed by the sender.

The video of Gucci 2017 Campaign is a diachronic text

So, a picture is a synchronic text, instead a video is a diachronic.