Zastosowanie analizy semiologicznej w badaniach wpływu mody na zachowania młodych konsumentów
Studies of the impact of fashion on the behaviorof young consumers using semiological analysis

Summary/Abstract: This article reviews research on the self-presentation of the individual and symbolic brand in an interdisciplinary context with the emphasis on new paradigms developed on the basis of the value of marketing and visual sociology. Being the exemplification considerations the research was carried out at the Institute of Sociology as part of field training on a sample of 200 young residents of Wroclaw according to quota sampling , in which along with the traditional method of interview questionnaire there was used semiological analysis of photographs taken during the study with respondents illustrating their style of dress. The aim of this analysis is to attempt to seek the relationship between the visual image and the individual elements of lifestyle in the context of the emerging new consumer culture visible especially among young people.

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