Dressed to Persuade: Seeing Red
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The first national meeting of textile and clothing professors took place in Madison, Wisconsin in June 1959. With a mission to advance excellence in education, scholarship and innovation, and their global applications, the International Textile and Apparel Association (ITAA) is a professional and educational association of scholars, educators, and students in the textile, apparel, and merchandising disciplines in higher education.
This site provides free, public access to the ITAA annual conference proceedings beginning in 2015. Previous proceedings can be found by following the "Additional ITAA Proceedings" link on the left sidebar of this page.
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Color is ubiquitous (Singh, 2006) and it is a form of non-verbal communication. Color affects people psychologically. It can evoke feelings and memories. Color can provoke a positive or a negative reaction depending on its context and on the individual's personal perception. Advertisers capitalize on their intended audience's emotions, arousing reactions, and swaying their thinking through the use of color, profiting from successful color communication. The red gown was commissioned for an ad campaign to be featured in a holiday issue of a magazine, on the side of buses, and on bus shelters. The model in the dress was to be the focal point of the ad and the dress needed to portray class, sophistication, and glamour. The client's main specification for the dress was that it needed to be red. Red is a powerful color, it can communicate adventure, excitement, convey confidence, and represent beauty.