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Digital banners as shop windows: Narrative constructions of online fashion brands
| Content Provider | Scilit |
|---|---|
| Author | Leal, D. V. Karam, D. Rodrigues, M. C. P. |
| Copyright Year | 2018 |
| Description | The digital banners came up in a online Market reality as a communicative tool that propose, as well as product display, to transmit the aggregate sociocultural values, through a variety of signs. The development of this virtual communication has as bases the shop-windows and, therefore, it is analysed in this research, fashion brands with conventional stores (physical) that have started their e-commerce activities. There are made comparative analyses between the shop-windows and the digital banners of four brands: H&M, ZARA, Stradivarius and Bershka. The objective here is show that, for the setting up of those scenarios, compete a variety of signs and the positioning choices with respect to the language used by the brand sometimes differs, and sometimes don't. For the conduct of this qualitative research, there were taken pictures of the shop windows, raised bibliographic references, and analyses of images available on the brands' websites. The digital banners are, consequently, a narrative construction of the fashion brands that has as intent the sense production on the relations between the brand, the consumer, the product and the virtual. Book Name: Reverse Design |
| Related Links | https://content.taylorfrancis.com/books/download?dac=C2018-0-88111-6&isbn=9780429428210&format=googlePreviewPdf |
| Ending Page | 35 |
| Page Count | 9 |
| Starting Page | 27 |
| DOI | 10.1201/9780429428210-4 |
| Language | English |
| Publisher | Informa UK Limited |
| Publisher Date | 2018-09-25 |
| Access Restriction | Open |
| Subject Keyword | Book Name: Reverse Design Cultural Studies Constructions Fashion Brands Shop Windows Digital Banners |
| Content Type | Text |
| Resource Type | Chapter |
