Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
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A Study on Characteristics of Storytelling by Fashion Film Categorization

패션 필름 유형에 따른 스토리텔링 특징 연구

  • Kim, Jiye (Dept. of Fashion Design, Sungkyunkwan University) ;
  • Suh, Seunhee (Dept. of Fashion Design, Sungkyunkwan University)
  • 김지예 (성균관대학교 의상학과) ;
  • 서승희 (성균관대학교 의상학과)
  • Received : 2017.01.26
  • Accepted : 2017.09.14
  • Published : 2017.09.30
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Abstract

Fashion film has become a significant communication medium in the $21^{st}$ century. Fashion film, that tells unique quality stories, is a means of communicating brand value emotionally. To examine characteristics of storytelling according to types of fashion film, this study categorizes fashion film and investigates storytelling elements in terms of content, form, and communication. For methodology, a literature review was conducted to examine the concept of storytelling and types of fashion film storytelling. Empirical research was conducted on 32 fashion films from 2007 to recent years of 2017. Results are as follow. First, theatrical fashion film, based on linear narrative structure and closed-ending, is characterized content-based storytelling. Second, avant-garde fashion film, based on unconventional and experimental cinematic techniques, is characterized form-based storytelling. Finally, documentary fashion film that minimizes distortion and reproduces reality of designers' originality, refers to interactive communication-based storytelling which using digital technologies.

Keywords

References

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