Charlotte Bergmans

“Framing Fashion: Examining How Metaphor Modalities Shape Perceptions in Fashion Advertising”

[Academic Project]

Master Business Communication and Digital Media

For my Master’s degree in Business Communication & Digital Media, I conducted a research project that explored the intersection of language, visuals, and branding in fashion advertising. My thesis, “Framing Fashion: Examining Metaphors and Brand Positioning in Fashion Advertising,” investigated how visual and verbal metaphors shape perceptions of brand authenticity, message clarity, emotional appeal, and perceived brand prestige.

To answer this, I designed a 2×2 within-subject experiment, creating 16 different fashion advertisements. Four different original ads were manipulated into varying levels of figurative language (visual and/or verbal metaphors). By using a pre-test, I ensured that the metaphors were of equal quality. Additionally, I gathered both quantitative and qualitative data for deeper insights into participants’ perceptions.

Key aspects of my thesis include:

• A deep dive into metaphor theory, multimodal communication, and fashion branding.
• The development of ads that mimic real-world practices while maintaining experimental standards.
• Analyzing how demographic factors, such as gender and income, interact with metaphor use in advertising.

This research reflects my ability to combine creativity with structure, data-driven analysis, and attention to detail. It also showcases my expertise in crafting compelling visual and textual narratives that resonate with target audiences.

Through this project, I strengthened my skills in design, storytelling, and consumer research—all of which I think are invaluable in shaping effective, engaging campaigns in the fashion and creative industries.

My thesis was graded with an 8.5.