Fashion-Branded Entertainment. How Italian Fashion Brands Utilize Audiovisual Media to Tell Stories and Entertain Audiences
|
digital
Articolo
€ 6,00
|
||||||||||||||||||
Articolo |
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
07.09.2020
Melarete: l'etica a scuola
Il progetto di Luigina Mortari di educazione all'etica per la scuola dell'infanzia e la primaria con spunti teorici, suggerimenti pratici e le storie illustrate.
09.09.2020
Vicini alla scuola: i nostri consigli di lettura
Fino al 30 settembre tutti i libri delle collane di pedagogia ed educazione sono disponibili a un prezzo scontato: ecco alcuni consigli di lettura dedicati agli insegnanti.
29.07.2021
Federico di Chio e il sogno a occhi aperti del cinema
Intervista al docente di strategia dei media audiovisivi e dirigente Mediaset che ha studiato le influenze del cinema americano in Italia.
16.09.2021
Il capitalismo e il sacro: come ripartire dopo la pandemia
Luigino Bruni, ospite a PordenoneLegge, ci parla delle conseguenze della pandemia sul capitalismo.
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 - 2
COMUNICAZIONI SOCIALI - 2021 - 1. Arts-Based Research in Communication and Media Studies
COMUNICAZIONI SOCIALI - 2020 - 3. Saving the Planet Bit by Bit: Environmental Communication in the Digital Age
COMUNICAZIONI SOCIALI - 2021 - 1. Arts-Based Research in Communication and Media Studies
COMUNICAZIONI SOCIALI - 2020 - 3. Saving the Planet Bit by Bit: Environmental Communication in the Digital Age
Annate disponibili online
2021202020192018201720162015201420132012201120102009200820072006200520042003200220012000199919981997199619951994199319921991199019891988198719861985198419831982198119801979197819771976197519741973
Fascicoli anno 2017
In evidenza
