Advertising communication in the fashion industry: branded content, the case of fashion films.
In a present where the consumer is increasingly demanding and rejects intrusive comercial communications, brands must venture on new forms of communication, with content that is relevant and attention-grabbing, without saturating, and at the same time achieve a true brand-consume connection. This ar...
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Universidad de Piura
2018-05-01
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doaj-9dd2be00edbb40588b4699ed7496ed632020-11-25T00:42:35ZspaUniversidad de PiuraRevista de Comunicación1684-09332227-14652018-05-0117193310.26441/RC17.1-2018-A1Advertising communication in the fashion industry: branded content, the case of fashion films.Arbaiza Rodriguez, F.0Huertas García, Sh.1Universidad de PiuraUniversidad de PiuraIn a present where the consumer is increasingly demanding and rejects intrusive comercial communications, brands must venture on new forms of communication, with content that is relevant and attention-grabbing, without saturating, and at the same time achieve a true brand-consume connection. This article addresses one of the new advertising trends, branded content, a formula that goes beyond product placement and proposes relevant content to the consumer. Specifically, is analyzed the case of fashion films, an advertising format that has broken out in the sector of fashion and luxury products with great success, and whose objective is to generate content specifically for a particular fashion brand, in which beauty and aesthetic predominates, but above all, allows to communicate the values and personality of the brand and thus connect with the consumer.http://revistadecomunicacion.com/en/articulos/2018_1/1_Art.htmlbranded contentfashion filmsadvertisingstorytelling |
collection |
DOAJ |
language |
Spanish |
format |
Article |
sources |
DOAJ |
author |
Arbaiza Rodriguez, F. Huertas García, Sh. |
spellingShingle |
Arbaiza Rodriguez, F. Huertas García, Sh. Advertising communication in the fashion industry: branded content, the case of fashion films. Revista de Comunicación branded content fashion films advertising storytelling |
author_facet |
Arbaiza Rodriguez, F. Huertas García, Sh. |
author_sort |
Arbaiza Rodriguez, F. |
title |
Advertising communication in the fashion industry: branded content, the case of fashion films. |
title_short |
Advertising communication in the fashion industry: branded content, the case of fashion films. |
title_full |
Advertising communication in the fashion industry: branded content, the case of fashion films. |
title_fullStr |
Advertising communication in the fashion industry: branded content, the case of fashion films. |
title_full_unstemmed |
Advertising communication in the fashion industry: branded content, the case of fashion films. |
title_sort |
advertising communication in the fashion industry: branded content, the case of fashion films. |
publisher |
Universidad de Piura |
series |
Revista de Comunicación |
issn |
1684-0933 2227-1465 |
publishDate |
2018-05-01 |
description |
In a present where the consumer is increasingly demanding and rejects intrusive comercial communications, brands must venture on new forms of communication, with content that is relevant and attention-grabbing, without saturating, and at the same time achieve a true brand-consume connection. This article addresses one of the new advertising trends, branded content, a formula that goes beyond product placement and proposes relevant content to the consumer. Specifically, is analyzed the case of fashion films, an advertising format that has broken out in the sector of fashion and luxury products with great success, and whose objective is to generate content specifically for a particular fashion brand, in which beauty and aesthetic predominates, but above all, allows to communicate the values and personality of the brand and thus connect with the consumer. |
topic |
branded content fashion films advertising storytelling |
url |
http://revistadecomunicacion.com/en/articulos/2018_1/1_Art.html |
work_keys_str_mv |
AT arbaizarodriguezf advertisingcommunicationinthefashionindustrybrandedcontentthecaseoffashionfilms AT huertasgarciash advertisingcommunicationinthefashionindustrybrandedcontentthecaseoffashionfilms |
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