Fashion's role in visualizing physical and psychological transformations in movies

Hyeonyoung Choi, Eunju Ko, Carol M. Megehee

Research output: Contribution to journalArticlepeer-review

23 Citations (Scopus)


Using visual narrative art, this study looks into the images of cinema costumes and investigates how the fashion and styles in the movie reflect both the main characters' psychological changes and their identity-forming processes. This study analyzes the transformative effect of fashion (movie costume), the development of individual characters, and social and other situational influences on the heroine in the movie Pretty Woman (1990). Pretty Woman's underlying theme is derivative from three classic fairy tales: Cinderella, Pygmalion, and Beauty and the Beast. Such fairy tales in movie dramas are archetypal enactments representative of deep emotional and physical transformations audiences wish to experience. Watching protagonists' wardrobe changes and emotional transformations enables viewers to identify/self-recognize the storylines and catharses in the movies and often to achieve virtually the same experiences and emotional highs-outcomes which are the modern equivalent to Aristotle's "proper pleasure.".

Original languageEnglish
Pages (from-to)2911-2918
Number of pages8
JournalJournal of Business Research
Issue number1
Publication statusPublished - 2014 Jan

All Science Journal Classification (ASJC) codes

  • Marketing


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