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García Alfonso de la Quintana 한국마케팅과학회 2023 Journal of Global Fashion Marketing Vol.14 No.4
The cinema is a fashion promoter that has always influenced jour- nalists’ stereotypes. From their clothes, hairstyles, gestures and even the way of speaking. It has been an essential instrument for studying the aesthetic movements through the different eras in history. It also turned the journalist into an opinion leader and, hereinafter, those journalists would influence in their audience by creating style icons through movies and promoting items of cloth- ing. In order to analyse the evolution of cinema fashion in Spain, two representative films of the journalistic profession have been analysed for their screen share acceptance, but very different in time, space and form in order to try to cover all possible character- istics. By means of a comparative study, the similarities, differences and fashion pattern are analysed and summarised. The most impor- tant conclusion is that fashion is a cross-cuing phenomenon that is used to denounce injustice in each of the films. Fashion is not only the costume, it is the way of speaking in the script, the furniture, the place filmed and sometime even the problems that are denounced. Fashion has social effects. Finally, a small, very limited simple is made with a series of in-depth interviews with three journalists in relevant positions, with more than ten years of seniority working in the world fashion.