Branded content and luxury fashion brands: a study on the composition of fashion films
Descripción del Articulo
In the last decade, the use of fashion films as a strategic content in the fashion industry has acquired special relevance. The objectives of this research are aimed at framing fashion films within the framework of branded content and distinguishing their specific characteristics in the sector of lu...
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| Formato: | artículo |
| Fecha de Publicación: | 2022 |
| Institución: | Universidad de San Martín de Porres |
| Repositorio: | Correspondencias & Análisis |
| Lenguaje: | español |
| OAI Identifier: | oai:ojs.pkp.sfu.ca:article/413 |
| Enlace del recurso: | http://ojs.correspondenciasyanalisis.com/index.php/Journalcya/article/view/413 |
| Nivel de acceso: | acceso abierto |
| Materia: | Branded content Fashion film Fashion Branded entertainment Advertainment Moda |
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Branded content and luxury fashion brands: a study on the composition of fashion filmsBranded content y marcas de moda de lujo: un estudio sobre la composición de los fashion filmsAtarama Rojas, TomásRobledo Dioses, KellyKam Arteaga, LeslieAtarama Rojas, TomásRobledo Dioses, KellyKam Arteaga, LeslieBranded contentFashion filmFashionBranded entertainmentAdvertainmentBranded contentFashion filmModaBranded entertainmentAdvertainmentIn the last decade, the use of fashion films as a strategic content in the fashion industry has acquired special relevance. The objectives of this research are aimed at framing fashion films within the framework of branded content and distinguishing their specific characteristics in the sector of luxury fashion brands, such as Louis Vuitton, Hermès, Burberry and Dior. To do this, a qualitative methodology is used to study the most representative fashion films of the selected brands through an aesthetic analysis and a diegetic analysis. The results of the research show that brands conceive fashion films as content marketing, advertainment and branded entertainment, with different aesthetic and narrative characteristics.En la última década, los fashion films han adquirido especial relevancia en la industria de la moda como un contenido estratégico de este sector; por lo que es preciso ahondar en su riqueza narrativa para comprender la naturaleza de este contenido. La finalidad es encuadrar los fashion films en el marco del branded content y distinguir sus características específicas en el sector de las marcas de moda de lujo, como Louis Vuitton, Hermès, Burberry y Dior. Para ello, se emplea una metodología cualitativa de estudio de los fashion films más representativos de las marcas seleccionadas, mediante un análisis estético y un análisis diegético. Los resultados de la investigación muestran que las marcas conciben los fashion films como content marketing, advertainment y branded entertainment, con características estéticas y narrativas distintas.Universidad San Martín de Porres. Escuela Profesional de Ciencias de la Comunicación. Instituto de Investigación2022-06-30info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdftext/htmlapplication/xmlapplication/zipaudio/mpegaudio/mpeghttp://ojs.correspondenciasyanalisis.com/index.php/Journalcya/article/view/41310.24265//cian.2022.n15.03Correspondences & analysis; No. 15 (2022): Correspondences & analysis N°15 2022 (january - june); 57-82Correspondencias & análisis; Núm. 15 (2022): Correspondencias & análisis N°15 2022 (enero - junio); 57-822304-22652224-235Xreponame:Correspondencias & Análisisinstname:Universidad de San Martín de Porresinstacron:USMPspahttp://ojs.correspondenciasyanalisis.com/index.php/Journalcya/article/view/413/661http://ojs.correspondenciasyanalisis.com/index.php/Journalcya/article/view/413/665http://ojs.correspondenciasyanalisis.com/index.php/Journalcya/article/view/413/677http://ojs.correspondenciasyanalisis.com/index.php/Journalcya/article/view/413/678http://ojs.correspondenciasyanalisis.com/index.php/Journalcya/article/view/413/781http://ojs.correspondenciasyanalisis.com/index.php/Journalcya/article/view/413/782Derechos de autor 2022 Tomás Atarama-Rojas, Kelly Robledo-Dioses, Leslie Kam Arteagahttp://creativecommons.org/licenses/by/4.0info:eu-repo/semantics/openAccessoai:ojs.pkp.sfu.ca:article/4132025-01-20T17:10:01Z |
| dc.title.none.fl_str_mv |
Branded content and luxury fashion brands: a study on the composition of fashion films Branded content y marcas de moda de lujo: un estudio sobre la composición de los fashion films |
| title |
Branded content and luxury fashion brands: a study on the composition of fashion films |
| spellingShingle |
Branded content and luxury fashion brands: a study on the composition of fashion films Atarama Rojas, Tomás Branded content Fashion film Fashion Branded entertainment Advertainment Branded content Fashion film Moda Branded entertainment Advertainment |
| title_short |
Branded content and luxury fashion brands: a study on the composition of fashion films |
| title_full |
Branded content and luxury fashion brands: a study on the composition of fashion films |
| title_fullStr |
Branded content and luxury fashion brands: a study on the composition of fashion films |
| title_full_unstemmed |
Branded content and luxury fashion brands: a study on the composition of fashion films |
| title_sort |
Branded content and luxury fashion brands: a study on the composition of fashion films |
| dc.creator.none.fl_str_mv |
Atarama Rojas, Tomás Robledo Dioses, Kelly Kam Arteaga, Leslie Atarama Rojas, Tomás Robledo Dioses, Kelly Kam Arteaga, Leslie |
| author |
Atarama Rojas, Tomás |
| author_facet |
Atarama Rojas, Tomás Robledo Dioses, Kelly Kam Arteaga, Leslie |
| author_role |
author |
| author2 |
Robledo Dioses, Kelly Kam Arteaga, Leslie |
| author2_role |
author author |
| dc.subject.none.fl_str_mv |
Branded content Fashion film Fashion Branded entertainment Advertainment Branded content Fashion film Moda Branded entertainment Advertainment |
| topic |
Branded content Fashion film Fashion Branded entertainment Advertainment Branded content Fashion film Moda Branded entertainment Advertainment |
| description |
In the last decade, the use of fashion films as a strategic content in the fashion industry has acquired special relevance. The objectives of this research are aimed at framing fashion films within the framework of branded content and distinguishing their specific characteristics in the sector of luxury fashion brands, such as Louis Vuitton, Hermès, Burberry and Dior. To do this, a qualitative methodology is used to study the most representative fashion films of the selected brands through an aesthetic analysis and a diegetic analysis. The results of the research show that brands conceive fashion films as content marketing, advertainment and branded entertainment, with different aesthetic and narrative characteristics. |
| publishDate |
2022 |
| dc.date.none.fl_str_mv |
2022-06-30 |
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info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion |
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article |
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publishedVersion |
| dc.identifier.none.fl_str_mv |
http://ojs.correspondenciasyanalisis.com/index.php/Journalcya/article/view/413 10.24265//cian.2022.n15.03 |
| url |
http://ojs.correspondenciasyanalisis.com/index.php/Journalcya/article/view/413 |
| identifier_str_mv |
10.24265//cian.2022.n15.03 |
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spa |
| language |
spa |
| dc.relation.none.fl_str_mv |
http://ojs.correspondenciasyanalisis.com/index.php/Journalcya/article/view/413/661 http://ojs.correspondenciasyanalisis.com/index.php/Journalcya/article/view/413/665 http://ojs.correspondenciasyanalisis.com/index.php/Journalcya/article/view/413/677 http://ojs.correspondenciasyanalisis.com/index.php/Journalcya/article/view/413/678 http://ojs.correspondenciasyanalisis.com/index.php/Journalcya/article/view/413/781 http://ojs.correspondenciasyanalisis.com/index.php/Journalcya/article/view/413/782 |
| dc.rights.none.fl_str_mv |
Derechos de autor 2022 Tomás Atarama-Rojas, Kelly Robledo-Dioses, Leslie Kam Arteaga http://creativecommons.org/licenses/by/4.0 info:eu-repo/semantics/openAccess |
| rights_invalid_str_mv |
Derechos de autor 2022 Tomás Atarama-Rojas, Kelly Robledo-Dioses, Leslie Kam Arteaga http://creativecommons.org/licenses/by/4.0 |
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openAccess |
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application/pdf text/html application/xml application/zip audio/mpeg audio/mpeg |
| dc.publisher.none.fl_str_mv |
Universidad San Martín de Porres. Escuela Profesional de Ciencias de la Comunicación. Instituto de Investigación |
| publisher.none.fl_str_mv |
Universidad San Martín de Porres. Escuela Profesional de Ciencias de la Comunicación. Instituto de Investigación |
| dc.source.none.fl_str_mv |
Correspondences & analysis; No. 15 (2022): Correspondences & analysis N°15 2022 (january - june); 57-82 Correspondencias & análisis; Núm. 15 (2022): Correspondencias & análisis N°15 2022 (enero - junio); 57-82 2304-2265 2224-235X reponame:Correspondencias & Análisis instname:Universidad de San Martín de Porres instacron:USMP |
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Nota importante:
La información contenida en este registro es de entera responsabilidad de la institución que gestiona el repositorio institucional donde esta contenido este documento o set de datos. El CONCYTEC no se hace responsable por los contenidos (publicaciones y/o datos) accesibles a través del Repositorio Nacional Digital de Ciencia, Tecnología e Innovación de Acceso Abierto (ALICIA).
La información contenida en este registro es de entera responsabilidad de la institución que gestiona el repositorio institucional donde esta contenido este documento o set de datos. El CONCYTEC no se hace responsable por los contenidos (publicaciones y/o datos) accesibles a través del Repositorio Nacional Digital de Ciencia, Tecnología e Innovación de Acceso Abierto (ALICIA).
