Fashion-Branded Entertainment. How Italian Fashion Brands Utilize Audiovisual Media to Tell Stories and Entertain Audiences
digital
![]() Articolo
€ 6,00
|
Ebook in formato Pdf leggibile su questi device:
|
|
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. Having been historically bound to the audiovisual media, fashion was immediately able to take advantage of the opportunities provided by this new language, on the one hand establishing a significant production of audiovisual content (long-short films) with an identifiable form, aesthetic and language; on the other, producing original entertainment content or integrating its values by expressing them in related TV formats. On the basis of the still few academic studies available so far, the primary aim of this article is to shed light on the use of often imprecise terminology related to branded entertainment, through a systemic approach that defines its operating range and highlights the distinctive elements which differentiate branded entertainment from any other hybrid forms of communication. Secondly, the paper will focus on the bond between the fashion and media industries and the production models adopted to date, by categorizing and analysing a corpus of 40 cases of ‘fashion branded entertainment’, carried out by Italian fashion brands from 2010 to 2016.
|
|
Chi ha visto questo prodotto ha guardato anche... |
News
27.04.2022
Esquirol e Potestà al Festival Biblico
Il 28 e 29 maggio a Vicenza i nostri autori Esquirol e Potestà saranno ospiti al Festival Biblico.
20.05.2022
Rosina vince il Premio Atlante al Salone del libro
"Crisi demografica. Politiche per un paese che ha smesso di crescere" vince il Premio Atlante della Fondazione del Circolo dei lettori di Torino.
16.05.2022
La convergenza di interessi dietro la strage di Capaci
A trent'anni dalla strage di Capaci, vi proponiamo un estratto dal libro "Mafia. Fare memoria per combatterla" del giudice Antonio Balsamo.
16.05.2022
Charles de Foucauld, il santo del deserto
In occasione della canonizzazione, vi proponiamo due titoli - di Sequeri e d'Ors - per approfondire la figura di Charles de Foucauld.
Archivio rivista
Articoli Online First
Towards the Platformization of (Social) Media Memory: Articulating Archive, Assemblage, and Ephemerality
“Scusi, chi ha fatto palo?” Continuità e disruption del calcio su internet in Italia: dalle iptv ‘pirata’ a dazn
“Scusi, chi ha fatto palo?” Continuità e disruption del calcio su internet in Italia: dalle iptv ‘pirata’ a dazn
Ultimi 3 numeri
COMUNICAZIONI SOCIALI - 2021 - 3. Theatres and Politics Today
Lights and Shadows of a Long Relationship
COMUNICAZIONI SOCIALI - 2021 - 2
COMUNICAZIONI SOCIALI - 2021 - 1. Arts-Based Research in Communication and Media Studies
COMUNICAZIONI SOCIALI - 2021 - 2
COMUNICAZIONI SOCIALI - 2021 - 1. Arts-Based Research in Communication and Media Studies
Annate disponibili online
2021202020192018201720162015201420132012201120102009200820072006200520042003200220012000199919981997199619951994199319921991199019891988198719861985198419831982198119801979197819771976197519741973