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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
Article
Brand Narration and Fashion Films
Author(s)
Simonetta Buffo
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DOI:10.17265/2160-6579/2017.06.002
Affiliation(s)
Università Cattolica del Sacro Cuore and Istituto Marangoni, Milan, Italy
ABSTRACT
Starting from the new approaches of brand communication in New Millennium Era, we show why, according to us, the fashion film is a powerful tool in defining and strengthening the visual identity of a fashion brand. Our analysis is focused on ordering the different kinds of narration in this special category of on-line videos and we discover that they work about the three fundamental parameters of the Visual Identity Model.
KEYWORDS
fashion film, brand narration, branded contents, video on line, native advertising
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