패션비즈니스 (Journal of Fashion Business)

  • 제21권4호
  • /
  • Pages.1-20
  • /
  • 2017
  • /
  • 1229-3350(pISSN)
  • /
  • 2288-1867(eISSN)
한국패션비즈니스학회 (The Korean Society of Fashion Business)
권호 표지
DOI QR코드

DOI QR Code

패션 필름 유형에 따른 스토리텔링 특징 연구

A Study on Characteristics of Storytelling by Fashion Film Categorization

  • 김지예 (성균관대학교 의상학과) ;
  • 서승희 (성균관대학교 의상학과)
  • Kim, Jiye (Dept. of Fashion Design, Sungkyunkwan University) ;
  • Suh, Seunhee (Dept. of Fashion Design, Sungkyunkwan University)
  • 투고 : 2017.01.26
  • 심사 : 2017.09.14
  • 발행 : 2017.09.30
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

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.

키워드

참고문헌

  1. Ahtijainen, J. (2013, November 23). Prada plays. Thefranklyspeaking. Retrieved from http://thefranklyspeaking.com/prada-plays/
  2. Anaya, S. (2013, April 2). Prada's sweet candy. Business offashion. Retrieved from https://www.businessoffashion.com/articles/fashion-films/pradas-sweet-candy
  3. Anyanwu, O. (2016, January 31). Tracy Reese to replace fashion show with fashion film at NYFW. Fashion network. Retrieved from http://us.fashionnetwork.com/news/Tracy-Reese-to-replace-fashion-show-with-fashion-film-at-NYFW,622986.html#.WW7qFoTyi01
  4. Baudrillard, J. (1992). The consumer society: Myths and structures. (S. R. Lee, Trans.). Seoul: Moonye publishing. (Original work published 1970)
  5. Berry, J. (2013). Unfolding fashion's fictions: Fashion film and the narrative possibilities of dress. Catwalk: The Journal of Fashion, Beauty and Style, 2(1), 47-62.
  6. Bordwell, D., & Thompson. K. (1979). Film art: An introduction. Boston: McGraw-Hill.
  7. Bumpus, J. (2016, April 5). Fashion's love affair with film. The New York Times. Retrieved from https://www.nytimes.com/2016/04/05/fashion/fashion-film.html
  8. Chatman, S. (1978). Story and discourse: Narrative structure in fiction and film. New York: Cornell University Press.
  9. Cho, J. H. (2000) Understanding film art. Seoul: Sagom.
  10. Luboutin, C. (2010). Dancer in a daydream. Retrieved December 4, 2015, from http://www.youtube.com/watch?v=hGydsWEH0kw
  11. Craik, J. (2009). Fashion: The key concepts. New York: Berg.
  12. De Lauretis, T. (1984). Alice doesn't: Feminism, semiotics, cinema. Bloomington: Indiana University Press.
  13. Latta, E. (2015). Roach. Retrieved October 11, 2015, from http://www.dazeddigital.com/fashion/article/26067/1/eckhaus-latta
  14. Evans, C. (2005). Multiple, movement, model, mode: The mannequin parade 1900-1929. In B. Christopher & C. Evans (Eds.), Fashion and Modernity (pp. 128). New York: Berg.
  15. Fog, K., Budtz, C., & Yakaboylu, B. (2008). Storytelling in business. (S. W. Hwang, Trans.). Seoul: Mentorbook. (Original work published 2004)
  16. Fury, A. (2015, November 10). Nick knight interview: Pioneer on why he doesn't want to be called a photographer. Independent. Retrieved from http://www.independent.co.uk/life-style/fashion/features/nick-knight-wins-the-isabella-blow-award-for-fashion-creator-at-the-british-fashion-awards-a6727711.html
  17. Hogben, R. (2011). Gareth pugh 2011 S/S. Retrieved March 27, 2016, from http://showstudio.com/project/gareth_pugh_ss_2011
  18. Geczy, A., & Karaminas, V. (2015). Fashion's double. London: Bloomsbury Academi.
  19. Genette, G. (1983). Narrative discourse: An essay in method. New York: Cornell University Press.
  20. Giannetti, L. (2012). Understanding movies. (M. J. Park, Trans.). Seoul: K_books. (Original work published 1972)
  21. Gibbs, J. (2002). Mise-en-scene: Film style and interpretation. London: Wallflower Press.
  22. Jung, H. (2013). History of film technology. Seoul: Communication Books.
  23. Khan, N. (2012). Cutting the fashion body: Why the fashion image is no longer still. Fashion Theory, 16(2), 235-250. https://doi.org/10.2752/175174112X13274987924177
  24. Kim, K. K. (2007). A study on theoretical background of storytelling. Revue d'Etudes Francaises, 4, 151-158.
  25. Kim, K. W. (2008). The research on the conception of storytelling. Journal of Korean National Language and Literature. 41, 249-275.
  26. Kim, S. M., & Kim, Y. K. (2015). Innovations in brand communication based on the spread of digital fashion films - focusing on fashion shows and digital media -. Journal of the Korean Society of Fashion Design, 13(1), 129-140.
  27. Kim, S. Y. (2013). Aesthetic 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. Kim, Y. A. (2016). Film storytelling. Seoul: Amormundibook.
  29. Knight, N. (2011). Cygnet. Retrieved March 27, 2016, from http://showstudio.com/project/ming_xi_couture_2011/fashion_film
  30. Knight, N. (2013). Fashion film. In J. Kedves, (Eds.), Talking fashion: From nick knight to raf simons in their own words (pp. 28-37). Munich : Prestel.
  31. Knight, N., & Hogben. R. (2008). Make up your mind. Retrieved March 27, 2016, from http://showstudio.com/project/make_up_your_mind/fashion_film
  32. Kwon, J. W. (1994). Image aesthetic of new media. Seoul: Minumsa.
  33. Lacan, J. (1994). Desire theory. (T. Y, Kwon & S. K. Min & M. S. Lee, Trans.). Seoul: Munye. (Original work published 1936)
  34. Lau, S. (2011). Gareth pugh womenswear S/S 11. Dazed. Retrieved from http://www.dazeddigital.com/fashion/article/8636/1/gareth-pugh-womenswear-ss11
  35. Lee, M. Y. (2013). Communication theory of narratology and narrative for healing utilization - focused on narratology of seymour chatman and roman jacobson -. Goethe-Studien, 26, 207-225.
  36. Lee, S. R., & Kim, H. Y. (2011). The modern fashion show in the digital image age. Archives of Design Research, 24(1), 129-140.
  37. Leese, E. (1991). Costume design in the movies. New York: Dover Publications.
  38. Martin, A. (2016). The effects of fashion films. [Seminar Visual]. Retrieved from http://http://cmddreamdiscoverdo.hu.nl/wp-content/uploads/The-effects-os-Fashion-Film.pdf
  39. Menkes, S. (2010, September 29). Is a runway show really necessary? The New York Times. Retrieved from http://www.nytimes.com/2010/09/30/fashion/30iht-rshow.html
  40. Mijovic, N. (2013). Narrative form and the rhetoric of fashion in the promotional fashion film. Film, Fashion & Consumption, 2(2), 175-186. https://doi.org/10.1386/ffc.2.2.175_1
  41. Miller, C. (2004). Digital storytelling: A creator's guide to interactive entertainment. Boston: Focal Press.
  42. Miumiu. (2011). MUTA. Retrieved December 4, 2015, from http://www.miumiu.com/en/women_tales/2/film?cc=IT
  43. Needham, G. (2013). The Digital Fashion Film. In B. Stella & G. Pamela (Eds.), Fashion cultures revisited: Theories, explorations and analysis (pp. 103-106). New York: Routledge.
  44. Okonkwo, U. (2016). Luxury fashion branding: Trends, tactics, techniques. Basingstoke: Palgrave Macmillan.
  45. Park, J. (2013). Movements of the research on storytelling and its possibility of sociocultural practice. The Korean Language and Literature, 12, 527-552.
  46. Park, M. S. (2012). Interactive documentary. Film Studies, 53, 63-87.
  47. Pham, M. (2010, September 7). On the seduction of proenza schouler's act da fool. Threadbared. Retrieved from https://iheartthreadbared.wordpress.com/2010/09/07/on-the-seduction-of-proenza-schouler%E2%80%99s-act-da%C2%A0fool/
  48. Phillips, B. J., & McQuarrie, E. F. (2010). Narrative and persuasion in fashion advertising. Journal of Consumer Research, 37(3), 368-392. https://doi.org/10.1086/653087
  49. Prada. (2010). First spring. Retrieved October 11, 2015, from http://www.yangfud.ong.com
  50. Prada. (2013a). A therapy. Retrieved October 11, 2015, from https://https://www.youtube.com/watch?v=-gl-kaGumng
  51. Prada. (2013b). Candy L'EAU. Retrieved October 11, 2015, from http://www.prada.com/en/fragrance/woman/candy/prada-candy-l-eau.html?video=video-pradacandyleau
  52. Prada Candy L'Eau. (2013). Retrieved December 11, 2016, from http://www.prada.com/en/fragrance/woman/candy/prada-candy-l-eau.html
  53. Pramaggiore, M., & Wallis, T. (2005). Film: A critical introduction. London: Laurence king publishing.
  54. Proenza schouler. (2010) Act da fool. Retrieved December 22, 2015, from https:/www.youtube.com/watch?v=BUsB3S0CfKE
  55. Ryu, E. Y. (2009), Narrative and storytelling : From literature to culture contents. Humanities Contents, 14, 229-262.
  56. Salmon, C. (2010). Storytelling: La machine a fabriquer des histoires et a formater les esprits. Paris: La Deecouverte. (E. Y. Ryu, Trans.). Seoul: Hyunsil Book. (Original work published 2008).
  57. Scorzin, P. C. (2001). Global design art: Am beispiel des fashion films 'first spring' von yang fudong. Approche KunstDesign. Kunsttexte.de, 1, 1-7.
  58. Soloaga, P. D., & Guerrero, L. G. (2016). Fashion films as a new communication format to build fashion brands. Communication & Society, 29(2), 45-61.
  59. Schuller, M. (2009). The fashion body. Retrieved March 27, 2016, from http://showstudio.com/project/the_fashion_body/video/waist
  60. Suh, S. E. (2014). Representation forms of personal style on the fashion blogs. Fashion & Textile Research Journal, 16(5), 689-697. https://doi.org/10.5805/SFTI.2014.16.5.689
  61. Uhlirova, M. (2013). The fashion film effect. In F. Djurdja Bartlett & C. Shaun Cole & R. Agnes (Eds.), Fashion media: Past and present (pp. 118-119). London: Bloomsbury Academic.
  62. Vineyard, J. (2010). Setting up your shots (J. H. Park, Trans.). Seoul: Viz&Biz. (Original work published 2008).
  63. Women'secret. (2014). Dark seduction. Retrieved October 22, 2015, from http://www.youtube.com/watch?v=fNpMzQz_fZc
  64. Yang, K. M. (2015). Film story. Seoul: Storyhouse.
  65. Yusuf, N. (2014). Caught on camera. In D. Bartlett (Eds.), Fashion media : Past and present (pp. 105-106). London : Bloomsbury Academic.