<![CDATA[Advances in generative artificial intelligence (AI) technology have transformed the landscape of visual production in the fashion industry, particularly in the context of advertising photography. This study aims to analyse the construction of visual meaning and audience perception of fashion advertising images generated by generative AI compared to conventional photography. This research uses a mixed-methods approach, combining visual semiotic analysis with a Likert scale-based survey experiment. The results show that AI-based images display high visual aesthetics but face challenges in terms of authenticity and brand credibility. This study contributes to the understanding of visual culture in the post-photography era and offers a critical discourse on the field of fashion visual communication.]]>
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