Introducing Cinemagraphs as a New Format for Fashion Online Advertising in Korea

Abstract

Fashion marketing has used different ways to promote fashion goods, including advertisement. Print or digital media were exploited, however, both format have its strengths and weaknesses whereas the industry needs something more creative and attractive. This study is about introducing and creating cinemagraphs as a new format for fashion advertisement, particularly in Korea. Cinemagraphs are a moving photograph but not a film. With the help of technology, cinemagraphs is being suggested to replace the still image in fashion advertisement. A number of fashion advertisements using cinemagraphs will be created by having collaboration with several fashion brands, subsequently 50 people that worked in the fashion industry will review those final artworks. Implication for fashion marketers and advertisers are discussed.



Author Information
Natalia Pek, Dongseo University, South Korea
Kim Hae Yoon, Dongseo University, South Korea

Paper Information
Conference: ACAH2015
Stream: Arts - Media Arts Practices: Television

This paper is part of the ACAH2015 Conference Proceedings (View)
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