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Fashion's role in visualizing physical and psychological transformations in movies

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  • Choi, Hyeonyoung
  • Ko, Eunju
  • Megehee, Carol M.

Abstract

Using visual narrative art, this study looks into the images of cinema costumes and investigates how the fashion and styles in the movie reflect both the main characters' psychological changes and their identity-forming processes. This study analyzes the transformative effect of fashion (movie costume), the development of individual characters, and social and other situational influences on the heroine in the movie Pretty Woman (1990). Pretty Woman's underlying theme is derivative from three classic fairy tales: Cinderella, Pygmalion, and Beauty and the Beast. Such fairy tales in movie dramas are archetypal enactments representative of deep emotional and physical transformations audiences wish to experience. Watching protagonists' wardrobe changes and emotional transformations enables viewers to identify/self-recognize the storylines and catharses in the movies and often to achieve virtually the same experiences and emotional highs—outcomes which are the modern equivalent to Aristotle's “proper pleasure.”

Suggested Citation

  • Choi, Hyeonyoung & Ko, Eunju & Megehee, Carol M., 2014. "Fashion's role in visualizing physical and psychological transformations in movies," Journal of Business Research, Elsevier, vol. 67(1), pages 2911-2918.
    • Handle: RePEc:eee:jbrese:v:67:y:2014:i:1:p:2911-2918
    DOI: 10.1016/j.jbusres.2012.06.002
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    References listed on IDEAS

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    1. Woodside, Arch G., 2008. "Using the forced metaphor-elicitation technique (FMET) to meet animal companions within self," Journal of Business Research, Elsevier, vol. 61(5), pages 480-487, May.
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    Cited by:

    1. Halliday, Sue Vaux, 2016. "User-generated content about brands: Understanding its creators and consumers," Journal of Business Research, Elsevier, vol. 69(1), pages 137-144.
    2. Liu, Chihling & Keeling, Debbie Isobel & Hogg, Margaret K., 2016. "Strategy narratives and wellbeing challenges: The role of everyday self-presentation," Journal of Business Research, Elsevier, vol. 69(1), pages 234-243.
    3. Syrjälä, Henna, 2016. "Turning point of transformation: Consumer communities, identity projects and becoming a serious dog hobbyist," Journal of Business Research, Elsevier, vol. 69(1), pages 177-190.
    4. Higgins, Leighanne & Hamilton, Kathy, 2016. "Mini-miracles: Transformations of self from consumption of the Lourdes pilgrimage," Journal of Business Research, Elsevier, vol. 69(1), pages 25-32.
    5. Walther, Luciana & Schouten, John W., 2016. "Next stop, Pleasure Town: Identity transformation and women's erotic consumption," Journal of Business Research, Elsevier, vol. 69(1), pages 273-283.
    6. Whang, Haesung & Yong, Sunghwa & Ko, Eunju, 2016. "Pop culture, destination images, and visit intentions: Theory and research on travel motivations of Chinese and Russian tourists," Journal of Business Research, Elsevier, vol. 69(2), pages 631-641.
    7. Megehee, Carol M. & Ko, Eunju & Belk, Russell W., 2016. "Leaving Pleasantville: Macro/micro, public/private, conscious/non-conscious, volitional/imposed, and permanent/ephemeral transformations beyond everyday life," Journal of Business Research, Elsevier, vol. 69(1), pages 1-5.
    8. Ferreira, Marcia Christina & Scaraboto, Daiane, 2016. "“My plastic dreams”: Towards an extended understanding of materiality and the shaping of consumer identities," Journal of Business Research, Elsevier, vol. 69(1), pages 191-207.
    9. Chaney, Damien & Goulding, Christina, 2016. "Dress, transformation, and conformity in the heavy rock subculture," Journal of Business Research, Elsevier, vol. 69(1), pages 155-165.
    10. Hollenbeck, Candice R. & Patrick, Vanessa M., 2016. "Mastering survivorship: How brands facilitate the transformation to heroic survivor," Journal of Business Research, Elsevier, vol. 69(1), pages 73-82.
    11. Goulding, Christina & Saren, Michael, 2016. "Transformation, transcendence, and temporality in theatrical consumption," Journal of Business Research, Elsevier, vol. 69(1), pages 216-223.

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