Defining the Word "Image" In Image Stylist

We often hear the word "image" used in different circles

. Corporations and individuals worldwide seem to be preoccupied with attaining and maintaining it. There is even a profession devoted to the concept. Here are some guidelines that define the word "image" in Image Stylist.

An Image Stylist is hired to create an idealized interpretation of whatever is being marketed. If it's a fast car, they may dress the model driving the car so that he looks adventurous. If it's a five star hotel, they may dress the model as a high-powered businesswoman. The stylist is trying to promote certain characteristics.

Credibility

Credibility is one of these characteristics. Whatever the finished product may be, it needs to be believable. The photograph, commercial, ad, etc. needs to invoke trust in the consumer. The message should look and feel real.

An actor is standing beside a pick-up truck as if he owns it. He is dressed in a business suit and shiny shoes. Is it believable that he is the owner of this car? Will someone who is interested in buying the car identify with the person in the photograph?

That same actor is dressed in rugged jeans and wrinkled t-shirt. He's wearing work boots and a baseball cap. The way his appearance is styled communicates his image. He is a working class man; perhaps he works with his hands. He owns this truck and if you're like him you should too.

Wealth

Wealth is another characteristic that is often styled into messaging. In many television shows, movies and music videos, the actors need to look rich and successful. This objective is easy to achieve if the Image stylist combines the apparel correctly.

The actors in the commercial may not be rich. He and she may not be a hip couple living the high life. But what if you are trying to sell an expensive beverage? You have to make the customer believe the people in the ad can afford the beverage.

It's a bit of a "smoke and mirrors" project. You dress the actor and actress in the latest fashions. You slide a Rolex on his wrist. You place Christian Louboutin shoes on her feet, and voila, the viewers believe the actors have money, and that the product they are drinking represents luxury.

A hip-hop artist is leaning against a Lamborghini. He's wearing diamond jewelry, designer jeans, and the newest, hottest athletic shoes available. He's been dressed to give the impression that he lives a rich lifestyle. The person watching the video will look up to him and perhaps buy his music.

Now that you are clear on what "image" is, have fun working with the concept!

Defining the Word "Image" In Image Stylist

By: Suzanne McRae

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