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NTIS 바로가기한국의류학회지 = Journal of the Korean Society of Clothing and Textiles, v.42 no.5, 2018년, pp.809 - 822
권지안 (성균관대학교 의상학과) , 임은혁 (성균관대학교 의상학과)
Fashion brands communicate with consumers through the use of fashion films that are effective in the delivery of the image. This is because digital media (such as fashion films) are popular and accessible as well as effective in attracting people's attention. The reasons why fashion films have becom...
핵심어 | 질문 | 논문에서 추출한 답변 |
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본 연구에서 넓은 의미로 패션필름이란 무엇인가? | 이 밖에도 다수의 연구자들에 의해 패션필름의 개념과 특성은 지속적으로 논의되고 있으나 공통적으로 언급되는 내용을 바탕으로 본 논문에서는 다음과 같이 정의하고자 한다. 넓은 의미에서 패션필름이란 브랜드나 브랜드로부터 재정적 지원을 받은 제작자 또는 개인 제작자가 패션을 주제로 만든 시각물로서 브랜드, 디자이너, 제품의 콘셉트를 효과적으로 전달하기 위한 목적을 가지며 동시에 제작자의 표현방식이 패션필름에 고스란히 드러나는 창작물로서 이는 온 · 오프라인 플랫폼 또는 모바일을 통해 확산되는 영상물이다. 패션필름을 좁은 의미에서 살펴보면 1분 미만에서부터 60분에 이르기까지 광범위한 재생 시간을 가진 영상물로 패션필름이 취하고 있는 형식에 따라 다큐멘터리, 애니메이션 등으로 분류할 수 있으며,패션필름에 적용된 기술에 의해 모션그래픽, 프로젝션맵핑, 홀로그램 패션필름 등으로 나눌 수 있다(Kwon &Yim, 2016). | |
패션필름의 영향력이 확장될 수 있었던 요인 중 하나는 무엇인가? | 이처럼 패션필름의 영향력이 확장될 수 있었던 요인 중 하나는 기존의 오프라인플랫폼을 기반으로 삼았기때문이라 할 수 있다. 일반적으로 플랫폼은 온라인과 오프라인으로 나뉘는데 패션필름의 경우, 영상물의 일종으로 브랜드의 홈페이지 또는 유튜브(YouTube) 등 영상물 공유 사이트인 온라인 플랫폼을 통해 확산되어왔다. | |
오프라인 플랫폼을 통해 패션 필름을 배포하는 방식이 다양한 경로로 브랜드를 접하는 소비자에게 일관된 이미지를 소비할 수 있도록 옴니채널(omni-channel) 서비스를 제공할 수 있는 이유는 무엇인가? | 또한 오프라인 플랫폼을 통해 패션 필름을 배포하는 방식은 온·오프라인, 모바일 등 다양한 경로로 브랜드를 접하는 소비자에게 일관된 이미지를 소비할 수 있도록 옴니채널(omni-channel) 서비스를 제공할 수 있다. 각 채널 간의 관계를 하나로 융합하는 것은 소비자의 체험을 극대화할 수 있으며 제품의 이미지를 구축하는데 효과적이기 때문이다. 그 결과 브랜드에서는 소비자와 패션필름을 공유하는데 용이하면서도 신선한 경험을 제공할 수 있는 오프라인 플랫폼을 개발하는데 주력하고 있다. |
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