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 Edward McQuarrie : Grotesque Fashion Ads Engage : Science Daily

Tuesday, Apr. 20, 2010

About 25% of high fashion advertisements contain bizarre or macabre imagery, said Edward McQuarrie, professor of marketing at SCU, and Barbara J. Phillips (University of Saskatchewan) in a recent study published in the Journal of Consumer Research.

Rather than turning off consumers, the researchers found, the grotesque images--including one depicting a male corpse floating in a pool--tend to hold a fashion consumer's interest more so than the conventionally pretty ads.

Read the full article in Science Daily here >>

Learn more about Professor McQuarrie here >>

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