Fashion-Branded Entertainment. How Italian Fashion Brands
Utilize Audiovisual Media to Tell Stories and Entertain
| COMUNICAZIONI SOCIALI - 2017 - 1. FASHIONATING IMAGES
Audiovisual Media Studies Meet Fashion
During the last decade, the convergence between advertising and the entertainment industry gave birth to new languages that sought to convey brand values in a more effective way. Alongside traditional advertising formats, such as TV commercials and product placement, a new and more refined form of communication has emerged, which is pointed towards storytelling and entertainment: ‘branded entertainment’. Within this context, the fashion industry is a particularly interesting area of study...