Discourse Analysis of Fashion Advertisements: with the Approach of Juri Lotman's symbolic Semiosphere (Case Study: 3 works by Christian Dior)

Fashion is an obvious embodiment of the cultural and social identity of any society, which is especially of great importance in the modern era. Today, fashion brands are presenting their designs by relying on existing drafts such as ancient archetypes, myths and political, social and cultural thoughts in order to attract the audience and increase popularity and sales. This research has been conducted to address fashion discourse and the question of how to influence the discourse system of society through fashion, relying on Yuri Lotman's Semiosphere Theory, to examine three advertising posters of Dior brand. To answer this question, the research hypothesis is: Fashion can influence the social system by using value structures and challenging discourse. The results indicate that fashion as a semiosphere can pass through its borders and filters from other semiospheres at different times with different thoughts, and it is affected and presents itself. Borders in the semiosphere like a permeable membrane can turn "foreign matter" into "familiar matter". In this research, it is shown that semiospheres with the same topics in different eras have different cultural meanings. In one era, they have a sacred archetypal and mythological concept, and in another era, they have the meaning of entertainment and astrology, while they are described as literary and artistic works in another era. Finally, they are rooted in a specific concept or thought, but they are considered as precursors of each other and find different semantic cues.