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A Study on the Narrative Form and the Rhetoric in the Fashion Films of the Sportswear Brands Ⅱ
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스포츠웨어 브랜드의 패션 필름에 나타난 내러티브 형식과 수사학 연구 Ⅱ

논문 기본 정보

Type
Academic journal
Author
Lee, Mi Suk (전남대학교) Chung, Kyung Hee (전남대학교) Jeremy Scott Bissett (조선대학교)
Journal
The Korean Society Of Design Culture JOURNAL OF THE KOREAN SOCIETY DESIGN CULTURE Vol.27 No.2 KCI Accredited Journals
Published
2021.6
Pages
309 - 327 (19page)
DOI
10.18208/ksdc.2021.27.2.309

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A Study on the Narrative Form and the Rhetoric in the Fashion Films of the Sportswear Brands Ⅱ
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Abstract· Keywords

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Fashion films are actively being used to influence brand loyalty, actual purchasing power, and untact marketing due to the post-pandemic becoming important. At this point, the goal of this study is to derive the communication strategies of sportswear brands by analyzing the rhetoric and the meaning conveyed through it.
The research was conducted through literature and empirical studies. In the literature study, after reviewing the visual rhetoric, the narratives that appeared in the fashion films of sportswear brands derived through prior research were synthesized and summarized. And in the empirical study, based on the narrative expressed by the sportswear brand fashion film, the characteristics and meaning of the rhetorical expression method were analyzed in three dimensions to derive the brand communication strategy inherent in fashion films.
As a result of this study, sportswear brands were emotionally connected to consumers and favorably recognized brand persona through content that provided inspiration and insight depending on the value and personality each brand pursues. In addition, by dealing with politically and socially imposed topics and transmitting public messages, they formed a favorable attitude toward the brand and created public value. In addition, by capturing positive emotions such as joy, emotion, and happiness in fashion films, the audience is effectively trying to communicate with the brand to remember the message it aims at and remind them of it for a long time. By combining individualization, diversified consumer ownership and use, sports tutorials, and entertainment elements to provide lifestyle content that penetrates the public’s daily lives, it can be seen to encourage consumers to create their own stories and social relationships and brand communities. This study, which analyzes the fashion films of sportswear brands, is sending out attractive fashion films in which brands combine and interpret various content, and the fashion film allows the audience to easily experience the brand without reluctance, and to form a friendly feeling and a sense of unity. It can be said to show that it has important value as visual content from what it induces.
This study is meaningful in providing basic data for research on fashion media and fashion culture, which will be actively handled in the future, and laying the theoretical foundation for developing fashion films and communication strategies.
#Sports Wear(스포츠웨어) #Fashion Brand(패션 브랜드) #Fashion Film(패션 필름) #Visual Narrative(시각적 내러티브) #Rhetoric(수사학)

Contents

Abstract
국문초록
Ⅰ. 서론
Ⅱ. 이론적 배경
Ⅲ. 스포츠웨어 브랜드의 패션 필름에 나타난 수사학과 커뮤니케이션 전략
Ⅳ. 결론
Reference

References (44)

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김봉현 / 2019 / 소셜미디어의 시대, 광고 커뮤니케이션 의 진화와 소비자 이해 : 해석주의 관점 에서 내러티브 패러다임의 적용 가능성 을 중심으로 / 광고학연구 30(8):53~102 dbpia 김수진 / 2008 / 시각적 수사법을 활용한 광고의 유형 연구 / 기초조형학연구 9(6):71~82 google schola 김윤희 / 2007 / 포스트모더니즘적 영상표현에 관한 연구 : 실사 영화와 애니메이션 영화의 상호작용을 중심으로 google schola 문영화 / 2016 / WWF 광고 분석을 통한 효율적인 공익광고 커뮤니케이션 연구 : 시각적 수사학 관점에서 접근 google schola 박현주 / 2018 / 영상 광고 프로덕션 디자인에서 비주얼 메타포의 설득효과에 관한 연구 google schola

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