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NTIS 바로가기The Research Journal of the Costume Culture = 복식문화연구, v.26 no.6, 2018년, pp.994 - 1014
박소형 (중앙대학교 디자인학부) , 임은혁 (성균관대학교 의상학과)
The objective of this study was to evaluate the characteristics of the fashion narrative from the commercial and artistic viewpoints by identifying and evaluating the attributes of the fashion narrative and analyzing the fashion narrative focusing on various cases according to fashion media. Louis V...
핵심어 | 질문 | 논문에서 추출한 답변 |
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패션산업이 미디어 플랫폼을 이용해 주도하는 것은? | 새로운 디지털 기술의 출현은 기존의 미디어의 파편화 현상을 가져왔으며, 기술의 진전은 소비자의 기호와 마케팅 방식까지도 변화시키고 있다. 이러한 시점에서 패션산업은 미디어 플랫폼을 이용해 브랜드 마케팅의 메커니즘을 재편성하여 다양한 방식의 커뮤니케이션 확산을 주도하고 있다. | |
새로운 디지털 기술의 출현이 가져온 변화는 무엇인가? | 새로운 디지털 기술의 출현은 기존의 미디어의 파편화 현상을 가져왔으며, 기술의 진전은 소비자의 기호와 마케팅 방식까지도 변화시키고 있다. 이러한 시점에서 패션산업은 미디어 플랫폼을 이용해 브랜드 마케팅의 메커니즘을 재편성하여 다양한 방식의 커뮤니케이션 확산을 주도하고 있다. | |
패션 브랜드가 새로운 마케팅 비전을 추구하게된 배경은 무엇인가? | 소비자는 미디어를 통해 최근의 이슈, 사회적 공감대, 스토리, 가치, 시간을 더해 능동적으로 브랜드를 확산에 개입한다(Park, 2015). 최근 미디어에서의 가장 중요한 요소 중 하나는 스토리로, 패션에서 스토리 혹은 내러티브는 커뮤니케이션 미디어를 이용해 소비자를 대상으로 한 프로모션 활동을 이끈다. |
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