Fashion films as a new communication format to build fashion brands

The consolidation of collaborative video platforms such as YouTube and Vimeo in recent years has significantly changed the way fashion brands communicate with their audiences. Fashion films have emerged as a new and revolutionary tool adopted by luxury brands at the start of the XXI Century to construct their brands. A sample of 62 fashion films from 2006 to 2016 was analyzed in order to describe fashion film’s anatomy and its main characteristics that constitute an especial type of branded content, originated by brands in their quest for exclusivity and authenticity. As a distinctive type of experiential marketing mostly used by luxury fashion brands, they would become a new communication strategy for mainstream brands, but also allow the discovery of a profound connection with consumers through audiovisual narration.

La adaptación teatral de textos narrativos en España, 1972-2012

Novel or story adaptations and also dramatic texts versions, that need to be translated and updated to modern audiences are quite frequent in today`s theatre. This study aims to show the state of contemporary stage adaptation of narrative texts and, specifically, its evolution in Spain in the last forty years (1972-2012). To do this, I have tried to gather, first, all the terminology associated with the concept of stage adaptation: version, dramaturgy, rewriting, translation, interpretation, updating and consolidation. The theoretical part of the work begins with the various definitions of the concept of dramatization. All the positions reflected by theorists and specialists in the field come together when explaining the term adaptation or theatre version: the intervention on the original text is based on the transformation or change, radical or superficial, for its effective representation in the theatre. In contemporary times, the concept of adaptation applies to any kind of intervention, from the translation of the original (and rewriting) to the dramaturgical work involved in creating a new sense. In turn, any theatre adaptation requires a dramaturgical operation and supports all possible moves: reorganization of the story, breakage, reduced characters, dramatic concentration, incorporation of foreign texts, installation and collage, changes to the plot, etc. Although there is no definitive model for the theatre adaptation of works, several authors and theatrical theorists propose guidelines and types of adaptation to the transformation of a work into another or one genre into a different one; and regarding narrative texts, provide criteria for interpreting the original text. The issue for many authors is the danger of modifying or betraying the sense or the form of the original text, considering it as simple material for the play. Finally, it follows that there is affinity of thought among authors finding that there is no differentiation between adaptation and version: both terms refer to the same in the theatrical event and are also terms used equally for the countless film adaptations of novels and plays...

Aspectos cognitivos en torno a la novela y el cine de la memoria histórica: "La voz dormida" de Dulce Chacón y su adaptación fílmica

Culture, history, and biology are inseparable. Cultural manifestations are necessarily immersed in a context, originate in the embodied minds that create them, and are directed to the embodied minds that receive them and recreate them within their contexts (individual and collective). The novel and the film of historical memory in Spain aim to connect their audiences with a problem that has not been solved, as the Civil War, the postwar, and the pact of forgetfulness left a wide sector of the Spanish society voiceless. During the last few years, a series of initiatives coming from the arts, as well as other realms such as the legal, have sought to reexamine the unhealed wound that still haunts Spanish subjects. La voz dormida [The Sleeping Voice] is one of those initiatives. It begins as testimony, develops into a hybrid and intertextual novel, and later becomes a film. It constitutes an inclusive project, one of offering an alternative version to the “official history”, while incorporating the marginal voices of women that had been left out of the memory of the war and the dictatorship. Objective and Results By examining both the literary and the cinematic versions of Chacón’s work I aimed to evidence the connections that exist between the artistic portrayal of the postwar repression (particularly how it affects women) and the current movement of recovery of historical memory in Spain. Specifically, I was interested in showing how both the novel and the film employ a series of narrative strategies that emphasize the body and intentionality, with the purpose of creating in readers and spectators an empathetic response that may lead to prosocial behavior. In order to carry out this interdisciplinary study, which relates fiction, mind, and socio-historical context, I draw on cognitive theories of literature and film, as well as theories from social and developmental psychology, such as the Richard Gerrig’s theory of narrative experience, Keith Oatley’s psychology of fiction, Suzanne Keen’s theory of narrative empathy, and the empathy-altruism hypothesis, derived form the ideas of Jean Decety, among others...