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...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 analysisis focused on ordering the different kinds of narration in this special category of orl-line videos and we discover thatthey work about the three fundamental parameters of the Visual Identity Model.展开更多
Fashion Film is the last communication tool in fashion market, that was born for the Web about 20 years ago, but in these last 10 years it has increased its diffusion and its expressive potentiality definitely and we ...Fashion Film is the last communication tool in fashion market, that was born for the Web about 20 years ago, but in these last 10 years it has increased its diffusion and its expressive potentiality definitely and we think that it is designed to influence the communication in other markets. Nowadays Fashion Films are reinforcing the power of fashion images, building up new brand experiences for net-consumers： they are painting new worlds for fashion brands thanks to the old cinematographic language mixed to recent Internet logics. Starting from this observation, our main question was： Can we talk about a new fashion net-aesthetics for these new fashion tales？ Using a semiotics approach, this study investigates how Fashion, Cinema and the Net come together, producing new aesthetics, with new languages and new imaginary in fashion. The result can be really visionary.展开更多
文摘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 analysisis focused on ordering the different kinds of narration in this special category of orl-line videos and we discover thatthey work about the three fundamental parameters of the Visual Identity Model.
文摘Fashion Film is the last communication tool in fashion market, that was born for the Web about 20 years ago, but in these last 10 years it has increased its diffusion and its expressive potentiality definitely and we think that it is designed to influence the communication in other markets. Nowadays Fashion Films are reinforcing the power of fashion images, building up new brand experiences for net-consumers： they are painting new worlds for fashion brands thanks to the old cinematographic language mixed to recent Internet logics. Starting from this observation, our main question was： Can we talk about a new fashion net-aesthetics for these new fashion tales？ Using a semiotics approach, this study investigates how Fashion, Cinema and the Net come together, producing new aesthetics, with new languages and new imaginary in fashion. The result can be really visionary.
