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Dr. Mohammed Hakim Dhayea


Fashion designs are a visual means of communication that affect the recipient due to the frequent use and
attention to the general appearance of the recipient and keeping pace with the modern of those products.
Thus, various companies and designers began to take the self-aspect (propaganda) to a certain party without
involving the recipient in that. Or else not taking into account some concepts of the use environment, which
resulted in selected design concepts that try to transfer certain cultures to other societies within the
totalitarianism of the spread, thus achieving different behaviors for some groups of society. Therefore, the
current research aimed to identify the effects of those design products on the recipient, as the first chapter
dealt with the research problem that represents the impact of propaganda in the formation of design
discourses of fashion and its transition from privacy to totalitarianism. It also included the research
importance, its objectives, limits, and terms definition. The second chapter dealt with multiple axes that
contributed to defining the research form, as well as analyzing the models within the third chapter. Finally,
the fourth chapter contained research results, and the most prominent of those results are: 1- The designer
relied on the familiar formality and holiness in the recipient thought and then updated the design models to
the non-familiar formality, which those models formed special propaganda that addressed a certain category
of recipients and did not involve others with the design idea, which formed a unipolar dialogue. 2- The
design models represented special propaganda by relying on the emotional side in achieving totalitarianism
and getting the design idea to the recipient, which helped in achieving demographic variables for the
recipient. Then the conclusions, recommendations, proposals, and references were mentioned.

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