chapter  14
16 Pages

The power of a dress: the rhetoric of a moment in fashion

EXPOSITIO This chapter will present the rhetorical analysis of a photograph, a famous press photograph of Jean Shrimpton wearing a mini-skirt in Melbourne in 1965 (Figure 14.1). The paradigm we are working within is the post-structuralist analysis of the rhetoric of images (Barthes 1977), so the emphasis will be on the image as a text, but not the structuralist version of text as a self-contained system of meanings organized around binary oppositions. The analysis will extend formal relations within the text along vectorial lines outside the text to those relations of context offered by history and society and which we think are crucial to understandings of how the text functions.