Fashion and fashion advertisement in TV : study Germany
- This chapter discusses German television as a platform for fashion content and, in that context, streaming services as possible alternatives. Three German television channels were surveilled over the period of one month, as well as the two most popular streaming services in Germany and the online media library of one German television channel over six months, regarding length, fashion connection, transmission time and success. Additionally, for three channels fashion advertisement was analyzed. Broadcasting the most contributions with fashion connection in one month, VOX was the channel being the most fashionable. Aiming to entertain, informative contributions about fashion in television build a minority. Streaming services offer more flexibility, which the user is asking for. All three television stations show fashion brand spots during prime-time. Especially ProSieben and sixx are in close cooperation with several fashion brands. Therefore, fashion advertising seems to be preferably inserted in fashion related series.
| Author of HS Reutlingen | Bug, Peter; Bessler, Laura; Bendix, Janina |
|---|---|
| DOI: | https://doi.org/10.1007/978-981-13-9542-0_3 |
| ISBN: | 978-981-13-9542-0 |
| Erschienen in: | Fashion and film : moving images and consumer behavior |
| Publisher: | Springer |
| Place of publication: | Singapore |
| Editor: | Peter Bug |
| Document Type: | Book chapter |
| Language: | English |
| Publication year: | 2020 |
| Tag: | celebrity culture; fashion TV shows; fashion advertisement; fashion and film; fashion communication; fashion entertainment; fashion in television |
| Page Number: | 29 |
| First Page: | 29 |
| Last Page: | 57 |
| PPN: | Im Katalog der Hochschule Reutlingen ansehen |
| DDC classes: | 384 Kommunikation; Telekommunikation |
| 391 Kleidung, äußeres Erscheinungsbild | |
| Open access?: | Nein |
| Licence (German): |  In Copyright - Urheberrechtlich geschützt |
