El fashion film como un nuevo elemento comunicativo en el mundo de la moda: el caso de Nina L’Eau, de Eugenio Recuenco

Purpose: Fashion film has emerged as a new communication tool for fashion brands. This new narrative format has appeared in recent years following the decline of conventional advertising. The aim of the research is to tackle this new advertising narrative used in the field of fashion in order to show that it forms part of branded content, since it offers content from an audiovisual narrative, with a message, experience or story that, in an intangible way, highlights the values of the brand and always resorts to seduction rather than to the promotion of the product. Design/methodology: We have availed ourselves of the model of Arbaiza y Huertas (2018), inspired in turn by the rhetoric and persuasive discourse of Quintiliano who applied it to the first fashion film made by the photographer Eugenio Recuenco (“My secret”) to advertise a perfume of the company Nina Ricci. The case study has been chosen for being the first to be televised and to have a great impact. Findings: This detailed analysis has shown that, despite the fact that they would have nothing to do with it a priori, both the rhetoric and the analysed fashion film are based on persuasión and on the three main goals of rhetoric: “teach, thrill and enjoy.” Research limitations/implications: Although the research focuses on a single case, it offers an approximation to the value that these audiovisual pieces have when being used as a tool in a communication strategy of a brand, which allows the brand to manage its intangible values easily. Originality/value: This study shows the importance of this new advertising format in the transmission of brand’s intangibles, becoming a fundamental resource in any advertising strategy to position itself in the mind of the viewer. Objetivo: El fashion film ha surgido como una nueva herramienta de comunicación para las marcas de moda. Este nuevo formato narrativo ha eclosionado en los últimos años, especialmente a raíz de la recesión experimentada por la publicidad convencional. El objetivo de la investigación será abordar esta nueva narrativa publicitaria empleada en el campo de la moda con el fin de poner de manifiesto que forma parte del branded content, ya que ofrece el contenido a partir de una narrativa audiovisual, con un mensaje, experiencia o historia que, de forma intangible, resaltará los valores de la marca y siempre recurriendo a la seducción más que a la promoción del producto. Diseño/metodología: Se ha utilizado el modelo de Arbaiza y Huertas (2018),