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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.

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Author of HS ReutlingenBug, Peter; Bessler, Laura; Bendix, Janina
Erschienen in:Fashion and film : moving images and consumer behavior
Place of publication:Singapore
Editor:Peter Bug
Document Type:Part of a Book
Year of Publication: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):License Logo  Lizenzbedingungen Springer