Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
권호 표지
DOI QR코드

DOI QR Code

The Type of Format and Content Expression of Fashion Film

패션필름의 형식과 내용표현의 유형

  • 장예완 (성균관대학교 의상학과) ;
  • 서승희 (성균관대학교 의상학과)
  • Received : 2017.03.08
  • Accepted : 2017.05.18
  • Published : 2017.05.30
Download PDF
⟨ Previous Next ⟩

Abstract

This study analyzed the type of format and content expression of fashion films, from the perspective of promotion and advertisement. For the analysis, a reference research and case study were employed. Our results showed that the format type of fashion films are categorized as movie type; films that convey a story through lines and provide an interesting element as well as artistic value;, video clip films which consist of intriguing sections in a short-length film;, animation type; films that deliver a message through the virtualized world and a created character;, and music video fashion films that use the musical technique to convey how the story of fashion film is structured. The type of content expression of fashion films are divided into direct expression, which exposes the collection of clothes and accessories directly in fashion films;, metaphorical type; which visually delivers the brand image and product;, and the documentary type; that delivers the brand story and historical facts related to the brand. The study on the analysis of fashion films through type of format and content expression shows how fashion brands effectively and strongly promote their products, enhance their brand values, and increase an interest among the customers.

Keywords

References

  1. Adele's Dream. (2013). Fendi. Retrieved June 15, 2016, from https://youtu.be/frvmiHsL1nY
  2. Bae, S. (2015). Film Genres. Seoul, Korea: Communication Books.
  3. Bruzzi, S. (1995). Film and Fashion, UK: Sight and Sound Magazine.
  4. Candy L'eau. (2013). Prada. Retrieved June 15, 2016, from https://youtu.be/gbRE10bmmpc
  5. Cho, E., & Yoo, T. (1997). Analysis of mass Fashion on the basis of Movie Costume, Journal of the Korean Society of Costume, 31, 189-202.
  6. Cho, W. & Suh, S. (2014). Cultural Features in Modern Digital Fashion Shows Focusing onf Hybrid Digital Culture. Journal of the Korean Society of Costume. 64(6), 131-147. https://doi.org/10.7233/jksc.2014.64.6.131
  7. Choo. M. (2005) An Empirical Study on Implicit Advertising and Direct Advertising(Unpublished master's thesis). Dongguk University, Seoul, Korea.
  8. Communication with customer. (2008). Unitas Brand. Retrieved Feburary 20, 2017 from http://www.unitasbrand.com/brand/article_view.asp?iTerm=0&PageCode=1-8-0&page=1&iIdx=568
  9. Echoes of Summer. (2014). H&M. Retrieved June 15, 2016, from http://www.hm.com/us/life/video/creative-films/2014/09/echoes-of-summer
  10. Fall in love. (2015). H&M. Retrieved June 15, 2016, from https://youtu.be/xJSbcjgOME4
  11. Finamore, M. (2013). Hollywood Before Glamour: Fashion in American Silent Film. Basingstoke, UK: Plagrave Macmillan.
  12. Fur Atlier. (2014). Fendi. Retrieved June 15, 2016, from https://youtu.be/Tt3jZDQtT8o
  13. Hanssen, E. (2009). Symptoms of desire: colour, costume, and commodities in fahion newsreels of the 1910s and 1920s, Film History: An International Journal, 21(2), 107-121. https://doi.org/10.2979/FIL.2009.21.2.107
  14. History of Dior. (2011). Dior. Retrieved June 15, 2016, from http://www.dior.com/diortv/ko_kr/videos/%EB%94%94%EC%98%AC-%ED%95%98%EC%9A%B0%EC%8A%A4/%EB%94%94%EC%98%AC-%ED%95%98%EC%9A%B0%EC%8A%A4%EC%9D%98-%EC%97%AD%EC%82%AC
  15. History of the Newsreel. (2008). Retrieved from http://sunnycv.com/steve/filmnotes/newsreel.html
  16. Hong, Y. & Kim, Y. [Youngin]. (2013). Study on the Digital Storytelling Types and Characteristics of Fashion Designer Brands. Journal of the Korean Society of Costume. 63(8), 43-57. https://doi.org/10.7233/jksc.2013.63.8.043
  17. I found my love in Portofino. (2012). Dior. Retrieved June 15, 2016, from https://youtu.be/bumAGRhoLa0
  18. Inserra, D. (2013). Fads and Fashion. Atlanta, GA: Prologue Magazine
  19. Inside Chanel. Chanel. Retrieved June 15, 2016, from http://inside.chanel.com
  20. Invito Pericoloso. (2013). Fendi. Retrieved June 15, 2016, from https://youtu.be/Yqq_b6ELo_M
  21. Jang, R., & Yang, S. (2010). 21 Century Video Image Fashion Communication, The Research Journal of the Costume Culture, 18(6), 1318-1330. https://doi.org/10.29049/rjcc.2010.18.6.1318
  22. Kim, H., & Kim, Y. [Young-Sam]. (2015). Virtuality in Digital Fashion Images. Journal of the Korean Society of Clothing and Textiles. 39(2), 233-246. https://doi.org/10.5850/JKSCT.2015.39.2.233
  23. Kim, K., & Choi, K. (2008). Pop Culture Dictionary. Seoul, Korea: Hyunsil Book.
  24. Kim, S. [Sejin], & Ha, J. (2015). The study on metareality expressed in digital fashion film. The research Journal of the Costume Culture, 23(4), 554-568. https://doi.org/10.7741/rjcc.2015.23.4.554
  25. Kim, S. [Songmi], & Kim, Y. [Yikyung] (2013). Innovations in Brand Communication Based on the Spread of Digital Fashion Films. Journal of the Korean Society of Fashion Design. 13(1), 129-140.
  26. Kim, S. [Sunyoung]. (2013a) Aesthetic values of image fashion as fashion communication tool in the 21stcentury. The research Journal of the Costume Culture. 21(6), 793-809. https://doi.org/10.7741/rjcc.2013.21.6.793
  27. Kim, S. [Sunyoung]. (2013b) Aesthetiec Characteristics Reflected in Gareth Pugh's Fashion Films. Journal of the Korean Society of Costume. 63(1), 1-15. https://doi.org/10.7233/jksc.2013.63.1.001
  28. L'invitation au voyage. (2012). Louis Vuitton. Retrieved June 15, 2016, from https://youtu.be/1BMPdXN_jb0
  29. Lady Blue Shanghai. (2010). Dior. Retrieved June 15, 2016, from https://youtu.be/oepfkpkxjmA
  30. Lee, J. [Jaekyung]. (2010). A Study on the Impact of Music Videos as a Medium of Advertising on the Youth Customers' Brand Attitude (Unpublished master's thesis). Hongik University, Seoul, Korea.
  31. Lee, J. [Jungki]. (2015). Analysis of Consumers' Attitudes Toward Advertisement based on the Differences of Fashion Film Types(Unpublished master's thesis). Hongik University, Seoul, Korea.
  32. Lim, H. (2016, January 11). Louis Vuitton's new model. Hankyung News. Retrieved from http://www.hankyung.com/news/app/newsview.php?aid=2016011051171
  33. Love story of No.5 Train de nuit. (2009). Chanel. Retrieved June 15, 2016, from https://youtu.be/f5r5PXBiwR0
  34. Mateo, San. (2006, April 27). Clip Culture. The Economist. Retrived from http://www.economist.com/node/6863616
  35. Messaris, P. (1997). Visual Persuation, California, USA: Sage Publications.
  36. Metiers d'Art. (2014). Chanel. Retrieved Feburary 20, 2017, from http://chanel-news.chanel.com/ko_KR/home/2014/11/the-metiers-d-art.html
  37. Miss Dior. (2015). Dior. Retrieved June 15, 2016, from https://youtu.be/52Z5ob-6jNI
  38. Miss Dior. Dior. Retrieved June 15, 2016, http://www.dior.com/beauty/en_int/fragrance-beauty/fragrance/womens-fragrance/miss-dior/pr-missdiorfpl-y0082200-eau-de-parfum.html
  39. Movie Dictionary. (2004). Seoul, Korea: Propaganda Press.
  40. Never Ending Story. (2015). Louis Vuitton. Retrieved June 15, 2016, from https://youtu.be/E5rMCBm5p0M
  41. Once Upon a Time. (2012). Chanel. Retrieved June 15, 2016, from https://youtu.be/0o9dTCl0hkY
  42. Park, H. [Hyesoo], & Park, S. (2016). Storyscaping of fashion brand Chanel. Journal of the Korean Society of Fashion Design. 16(1), 49-66.
  43. Prada Candy. Prada. Retrieved Feburary 5, 2017, from http://www.prada.com/ko_kr/fragrance/woman/candy/prada-candy.html
  44. Reincarnation. (2014). Chanel. Retrieved June 15, 2016, from https://youtu.be/wO4-TV6Zckc
  45. Ryu, J. (2015). 10 visual effects that make best movie. Seoul, Korea: Communication Books.
  46. Sauvage. (2015). Dior. Retrieved June 15, 2016, from https://youtu.be/LnoumTpLMfk
  47. Sauvage. Dior. Retrieved Feburary 5, 2017, from http://www.dior.com/beauty/en_us/fragrance-beauty/fragrance/mens-fragrance/sauvage/pr-diorsauvage-y0685240-eau-de-toilette.html
  48. SERIES4: Ligthing, A Virtual Heroine by Square Fnix. (2016). Louis Vuitton. Retrieved June 15, 2016, from https://youtu.be/ImWljqM8kG8
  49. Superflat First Love. (2009) Louis Vuitton. Retrieved June 15, 2016, from https://youtu.be/R2XAqMIy95A
  50. Superflat Monogram. (2003). Louis Vuitton. Retrieved June 15, 2016, from https://youtu.be/zkQUFb4SswY
  51. Th Tale of a Fairy. (2011). Chanel. Retrieved June 15, 2016, from https://youtu.be/X3_rl2fAyy4
  52. The Behind Story of Chanel from Salzburg. (2014, December 2). W Korea. Retrieved June 15, 2016, from http://www.wkorea.com/2014/12/02/그-도시-이야기
  53. The Lady Noire Affair. (2009). Dior. Retrieved June 15, 2016, from https://youtu.be/IL5Nnay5sKY
  54. The One That I Want. (2014). Chanel. Retrieved June 15, 2016, from https://youtu.be/8asRWe5XNw8
  55. The Postman Dreams. (2015). Prada. Retrieved June 15, 2016, from http://thepostmandreams.prada.com/ko
  56. The Postman Dreams. (2015). The Neighbor. Retrieved June 15, 2016, from http://www.imagazinekorea.com/neighbor/news/neighbornews_view.asp?no=6878
  57. The Return. (2013). Chanel. Retrieved June 15, 2016, from https://youtu.be/sPNIaWc3Slo
  58. The Show. (2010). H&M. Retrieved June 15, 2016, from https://youtu.be/X8s3VSGqiJs
  59. The tale of a fairy. (2011). Chanel. Retrieved June 15, 2016, from http://chanel-news.chanel.com/ko_KR/home/2011/12/-the-tale-of-a-fairy----anna-mouglalis-br---interview-by-jeffer.html
  60. Trembled Blossoms. (2008). Prada. Retrieved June 15, 2016, from http://www.prada.com/ko_kr/a-futurearchive/short-movies/movies/trembled-blossoms.html
  61. Uh, K., & Park, H. [Hyunshin] (2011). A Study on Presentation of Fashion in a Digital Age. Journal of the Korean Society of Fashion Design. 11(2), 55-74.
  62. Volez, Voguez, Voyages. (2015). Louis Vuitton. Retrieved June 15, 2016, from http:// kr.louisvuitton.com/kor-kr/ grand-palais/grand-palais#/home
  63. Yi, C., Lee, K., & Kim, J. (2010). An Investigation of the Effects of Brand Story Types on the Consumer's Attitudes towards Advertising Design. Journal of Korean Dsign Forum, 27, 149-158.
  64. 2016 Cruise Campaign. (2015). Gucci. Retrieved June 15, 2016, from https://youtu.be/qQOppPHIOHk2016
  65. Spring Summer Campaign. (2016). Gucci. Retrieved June 15, 2016, from https://youtu.be/l9b5jym0ig8

Cited by

  1. Artistic expression in fashion film of Prada vol.26, pp.6, 2018, https://doi.org/10.29049/rjcc.2018.26.6.888
  2. The types and expressions of new media fashion film vol.28, pp.1, 2020, https://doi.org/10.29049/rjcc.2020.28.1.96
  3. 유튜브 채널 패션필름 분석을 통한 크리스찬 디올의 브랜드 커뮤니케이션 특성 연구 vol.22, pp.6, 2017, https://doi.org/10.5805/sfti.2020.22.6.716
  4. 숏폼 패션영상의 특성과 제작에 관한 연구 vol.45, pp.1, 2021, https://doi.org/10.5850/jksct.2021.45.1.200