Resumo

ARBAIZA RODRIGUEZ, Francisco  e  HUERTAS GARCIA, Shirley. Advertising communication in the fashion industry: branded content, the case of fashion films. Revista de Comunicación [online]. 2018, vol.17, n.1, pp.09-33. ISSN 1684-0933.

In a present where the consumer is increasingly demanding and rejects intrusive comercial communications, brands must venture on new forms of communication, with content that is relevant and attention-grabbing, without saturating, and at the same time achieve a true brand-consume connection. This artícle addresses one of the new advertising trends, branded content, a formula that goes beyond product placement and proposes relevant content to the consumer. Specifically, ís analyzed the case of fashion films, an advertising format that has broken out in the sector of fashion and luxury products with great success, and whose objective ís to generate content specifically for a particular fashion brand, in which beauty and aesthetic predominates, but above all, allows to communicate the values and persona lit y of the brand and thus connect with the consumer.

Palavras-chave : branded content; fashion films; advertising; storytelling; fashion industry.

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