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.
|
Altri titoli dello stesso autore |
Chi ha visto questo prodotto ha guardato anche... |
News
16.11.2022
Onorevole ministra: la presentazione a Roma
Il 2 dicembre la presentazione del libro di Walter Ricciardi.
14.11.2022
Cristianesimo: il coraggio di cambiare, con Halík
Tour italiano del teologo ceco autore di "Pomeriggio del cristianesimo", da Milano a Roma (dal 29 novembre al 2 dicembre).
08.11.2022
La ricetta perfetta per un Natale di libri
Cosa non può mancare in una ricetta natalizia? Zucchero? Farina? Cannella? Per noi non possono mancare i libri! Seguendo la nostra ricetta letteraria, troverai gli ingredienti segreti per una lettura o un regalo speciale.
03.11.2022
Il cristianesimo di Bontadini a Bari e Perugia
Le due presentazioni del volume di Leonardo Messinese "Il filosofo e la fede. Il cristianesimo 'moderno' di Gustavo Bontadini.
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 - 2022 - 2. Sustainable Screenings: Economic, Touristic and Cultural Impact of Audiovisual Productions on the Host Locations in the Post-Lockdown Era
COMUNICAZIONI SOCIALI - 2022 - 1. MIGRATIONS / MEDIATIONS Promoting Transcultural Dialogue through Media, Arts and Culture
COMUNICAZIONI SOCIALI - 2021 - 3. Theatres and Politics Today Lights and Shadows of a Long Relationship
COMUNICAZIONI SOCIALI - 2022 - 1. MIGRATIONS / MEDIATIONS Promoting Transcultural Dialogue through Media, Arts and Culture
COMUNICAZIONI SOCIALI - 2021 - 3. Theatres and Politics Today Lights and Shadows of a Long Relationship
Annate disponibili online
20222021202020192018201720162015201420132012201120102009200820072006200520042003200220012000199919981997199619951994199319921991199019891988198719861985198419831982198119801979197819771976197519741973
Fascicoli anno 2017
In evidenza
