Brand Narration and Fashion Films

• 作者: Simonetta Buffo
• 来源期刊: 新闻与大众传媒：英文版
• 学科: 社会科学
• 关键词: FASHION film BRAND NARRATION branded CONTENTS video on line NATIVE ADVERTISING
• 年，卷（期）: 2017,（6）
• 页码范围: 292-304
• 页数: 13页
• 分类号: G2

摘要

Starting from the new approaches of brand communication in New Millennium Era, we show why, according to us,the fashion film is a powerful tool in defining and strengthening the visual identity of a fashion brand. Our analysisis focused on ordering the different kinds of narration in this special category of orl-line videos and we discover thatthey work about the three fundamental parameters of the Visual Identity Model.