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NTIS 바로가기服飾 = Journal of the Korean Society of Costume, v.66 no.4, 2016년, pp.128 - 145
권지안 (성균관대학교 의상학과) , 임은혁 (성균관대학교 의상학과)
Unlike the past, when fashion brands adopted unilateral communication with their consumers, the brands today have recognized the importance of bi-lateral communication. This has led to the companies producing fashion films as a means to elicit a consensus in opinion between the brands and the consum...
핵심어 | 질문 | 논문에서 추출한 답변 |
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픽션 패션필름은 무엇인가? | 픽션 패션필름은 브랜드 광고를 위한 목적 외에 독자적인 내러티브 또는 메시지를 담고 있거나 전통적인 영화의 형식을 차용한 패션필름으로 정의하고자 한다. 픽션 패션필름은 고전 헐리우드 영화의 특징이라 할 수 있는 기승전결의 구조를 가진 패션필름뿐만 아니라 명확한 기승전결은 아니지만 전달하고자 하는 메시지를 담고 있는 패션필름도 포함하고자 한다. | |
왜 현대사회에서 제품이 가진 이미지는 제품의 정보보다 더 중요한가? | 현대사회에서는 물질적인 제품에 대한 정보보다 그 제품이 지닌 이미지(image, 심상(心象))가 중요해지고 있다. 이는 특정 제품에 관한 정보보다 해당 제품이나 브랜드가 지니고 있는 분위기나 환상과 같은 비물질적인 것에 대한 중요성이 높아지고 있기 때문이다. 이러한 시대적 요구에 부응하기 위해 패션브랜드는 옷과 더불어 브랜드 컨셉 또는 이미지를 통해 브랜드의 스토리텔링을 효과적으로 보여주기 위한 장치가 필요하게 되었고, 디지털 시대의 기술적 진보와 더불어 패션필름이 그러한 역할을 수행하게 되었다. | |
패션필름은 왜 브랜드의 마케팅 수단으로 활용될 수 있는가? | 패션필름은 새로운 관점을 도입하여 기존에 존재했던 것 또는 주목받지 못했던 대상을 중요하거나 창의적인 오브제로 인식할 수 있도록 하므로(Ryu, Han, Seo, Ahn, & Lee, 2015) 브랜드의 마케팅 수단으로 활용될 수 있다. 그 결과 럭셔리 브랜드를 비롯하여 SPA 브랜드에 이르기까지 넓은 범위의 브랜드 스펙트럼에서 활용되고 있다. |
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