We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
Los fashion films como modelo de branded content. Estudio de Inside Chanel (2012-2019).
- Authors
Gómez Briceño, Laura; Durán Manso, Valeriano
- Abstract
Luxury fashion sector has reinvented its ways of communication. Compared to the traditional advertising models of specialized magazines, brands tries to attract consumers with ingenious formulas because they demand greater participation. To make a proper branded content, brands have developed a format that manages to cover the values that a brand wishes to transmit and the involvement of users through storytelling. Thus, as if it were a movie, fashion films are a very suitable tool for the advertising field in such a competitive industry. To do this, an analysis of Inside Chanel, the serie of fashion films of the French brand is carried out, specifically the first 25, published between 2012 and 2019. Through a study of this brand and the own advertising format, it is intended to demonstrate the potential of one of the most effective formula to communicate luxury fashion in the 21st century.
- Subjects
BRAND name products; AWARENESS advertising; FRENCH films; TWENTY-first century; ADVERTISING; FASHION Week
- Publication
Estudios sobre el Mensaje Periodistico, 2021, Vol 27, Issue 4, p1111
- ISSN
1134-1629
- Publication type
Article
- DOI
10.5209/esmp.70453