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Fashion product placement in international TV series

  • Based on new ways of watching series via streaming platforms and a change of buying behavior, advertising needs to focus on new strategies. Branded entertainment gives brands the opportunity to deeper integrate their product placements into television show plots. Through a managerial perspective this increases the advertising effectiveness. The serial ‘Sex and the City’ exemplifies successful branded entertainment and shows how series influence fashion nowadays. The placements are outstanding when it comes to storytelling around the brand or product, setting trends and creating a character connection plus a desire through identification. This chapter shows success factors and chances of placements for the fashion industry.

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Metadaten
Author of HS ReutlingenBug, Peter; Blau, Larissa
DOI:https://doi.org/10.1007/978-981-13-9542-0_4
ISBN:978-981-13-9542-0
Erschienen in:Fashion and film : moving images and customer behavior
Publisher:Springer
Place of publication:Singapore
Editor:Peter Bug
Document Type:Book chapter
Language:English
Publication year:2020
Tag:Sex and the City fashion; fashion TV series; fashion and film; fashion branded entertainment; fashion product placement
Page Number:22
First Page:59
Last Page:80
PPN:Im Katalog der Hochschule Reutlingen ansehen
DDC classes:330 Wirtschaft
Open access?:Nein
Licence (German):License Logo  In Copyright - Urheberrechtlich geschützt