• Journal of Fashion Business
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• v.21 no.2
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• pp.45-60
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• 2017

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.

• Journal of the Korean Society of Clothing and Textiles
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• v.40 no.2
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• pp.315-329
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• 2016

The $21^{st}$ century is the age when the revolution of digital technology enables two-way communication and when emotional values are emphasized. Thus, it exerts influence on the fashion industry and fashion communication. Along with fashion shows, advertising and displays, many fashion brands have increased the use of fashion films. For that reason, this study examines the characteristics of fashion films made by fashion brands, based on the frame work of persuasion communication. For the research, literature reviews and internet website research were done and films of Chanel, Prada, Kenzo and Alexander Wang were analyzed. The definition and types of fashion films were redefined as terminology varied throughout previous studies prior to analyzing each case. As a result, a fashion film would be redefined as 'a digital image which a fashion brand publishes to consumers for the promotion of brand comprehension'. Also, five fashion film types, 'short film', 'campaign film', 'animation film', 'brand film' and 'show film' were redefined. The analysis provided three communication characteristics: reliability, engagement and intuition. First, reliability is attained when a fashion brand (sender) delivers brand message to consumers (receiver) consistently and unitedly. Second, engagement is attained when the type of fashion film (channel) delivers creative image features such as format, music, video technique to attract consumers' interest. Lastly, intuition is attained when a fashion brand (sender) delivers a message akin to brand identity and deepens consumers' understanding. In addition, this study tried to identify the unique usage tendency of brands that could serve as practice guidelines for other fashion brands.