Communication of fashion brands shapes their identity according to the corporate values shown in their advertising. The current tendency of storytelling highlights the significance of immaterial aspects, since narrative campaigns promote values rather than products and offer stories rather than arguments. With the emergence of fashion films, fashion brands have turned to emotional and narrative communication: while products remain in the background, values and storytelling become the backbone of the discourse.In this study, we will analyze the series of fashion films Tender Stories (2014-2017), from the jewelry firm Tous, whose stories focus on the concept of love. For this, we will use the film analysis proposed by García-Noblejas ("first and second navigations") to discover how Tous conceives love in various relationships (courtship, marriage, parent-child relationship) and ...

Communication of fashion brands shapes their identity according to the corporate values shown in their advertising. The current tendency of storytelling highlights the significance of immaterial aspects, since narrative campaigns promote values rather than products and offer stories rather than arguments. With the emergence of fashion films, fashion brands have turned to emotional and narrative communication: while products remain in the background, values and storytelling become the backbone of the discourse.In this study, we will analyze the series of fashion films Tender Stories (2014-2017), from the jewelry firm Tous, whose stories focus on the concept of love. For this, we will use the film analysis proposed by García-Noblejas ("first and second navigations") to discover how Tous conceives love in various relationships (courtship, marriage, parent-child relationship) and ...

Branded content creation is seeing a surge in response to the gradual loss of effectiveness of conventional advertising. This paper analyzes the degree of suitability of the radio medium for the development of the branded content technique, in contrast to podcasting, from the perspective of professionals in both sectors. To this end, exploratory research is proposed, through a methodological triangulation. Specifically, open interviews are conducted with 6 managerial professionals linked to these media, which are completed with a survey of 50 professionals from the radio company and a content analysis of the advertising rates in force in 2023 of the 31 generalist and thematic stations included in the General Media Study. The research shows that, at a formal level, despite the obstacles experienced in terms of the commercialization of the technique, radio is a valid medium for branded con...