<위대한 개츠비>의 영화의상과 콜라보레이션 연구
A Study on the Costumes and Collaborations in the movie <The Great Gatsby>
0
조회
0
다운로드
4
인용
0
참고문헌
키워드
초록
The purpose of this study is to consider the expression of costume through the reviewof cinema costumes and to provide the model of cooperation between fashion and movieindustry by analysis of collaboration with fashion brands in the movie <The Great Gatsby>. The subjects are the 1974 film directed by Jack Clayton and the 2013 version by BazLuhrmann. Cinema Fashion was studied by analyzing the costumes of the two maincharacters, Gatsby and Daisy, in each scene. Gatsby's costume appeared as a model oftraditional American classic suit, sensitive G-G look that symbolizes social success andtraditional casual style that reflects upper-class life style. Daisy's costume expressed pasteltoned luxury flapper look, oriental art deco style, and prestigious jewelry representing highclass. The collaborations with fashion brands were carried out with Ralph Lauren andCartier in 1974 film, and Brooks Brothers, Prada, and Tiffany in 2013. The value of prestigebrands that matched the images of the movie was utilized, but marketing strategies for thepromotion of fashion goods were not enough in 1974 version. On the other hand, in 2013film, the effects of collaboration of the movie and fashion brands were forecastedsufficiently and marketing campaigns for promotion were performed in a various ways. The characteristics of collaborations were as follows: (1) the usage of prestige brandsvalue, (2) collections planning and promotion using the stories of a movie, (3) the usageof multidirectional digital media, and (4) multi-dimensional promotion using entertainment factors. In collaborations with the movie, fashion brands could make cooperativerelationship to produce the positive effects for promotion and prestige image strategies anddraw attention of the people to the movie and fashion.
Abstract
The purpose of this study is to consider the expression of costume through the reviewof cinema costumes and to provide the model of cooperation between fashion and movieindustry by analysis of collaboration with fashion brands in the movie <The Great Gatsby>. The subjects are the 1974 film directed by Jack Clayton and the 2013 version by BazLuhrmann. Cinema Fashion was studied by analyzing the costumes of the two maincharacters, Gatsby and Daisy, in each scene. Gatsby's costume appeared as a model oftraditional American classic suit, sensitive G-G look that symbolizes social success andtraditional casual style that reflects upper-class life style. Daisy's costume expressed pasteltoned luxury flapper look, oriental art deco style, and prestigious jewelry representing highclass. The collaborations with fashion brands were carried out with Ralph Lauren andCartier in 1974 film, and Brooks Brothers, Prada, and Tiffany in 2013. The value of prestigebrands that matched the images of the movie was utilized, but marketing strategies for thepromotion of fashion goods were not enough in 1974 version. On the other hand, in 2013film, the effects of collaboration of the movie and fashion brands were forecastedsufficiently and marketing campaigns for promotion were performed in a various ways. The characteristics of collaborations were as follows: (1) the usage of prestige brandsvalue, (2) collections planning and promotion using the stories of a movie, (3) the usageof multidirectional digital media, and (4) multi-dimensional promotion using entertainment factors. In collaborations with the movie, fashion brands could make cooperativerelationship to produce the positive effects for promotion and prestige image strategies anddraw attention of the people to the movie and fashion.
참고문헌 (34)
- "100 Best Novels" (2014)[URL]
- Bae, S., "Contemporary fashion & historic costume in the west" (2008), Soohaksa
- Baxbaum, G., "Icons of fashion : The 20th century" (1999), Prestel
- "Brooks Brothers brand story" (2014)[URL]
- "Cartier Jeweler" (2014)[URL]
- Cho, K., "Fashion aesthetics" (2004), Soohaksa
- Fitzgerald, F., "The Great Gatsby" (2008), Minumsa
- "Fogal 'Great Gatsby' charleston lace tights" (2014)[URL]
- "Millionaire's feeling:Detailed description by the 3D effects" (2013)[URL]
- "In full bloom" (2013)[URL]
- "The Great Gatsby:Luhrmann's turn" (2012)[URL]
- "Tiffany recreates 1920s" (2013)[URL]
- "Miuccia Prada discusses her Gatsby costumes" (2013)[URL]
- 김은실, "할리우드 여배우의 메이크업 조형특성 연구 - 1920년대부터 2000년대까지 -", 패션 비즈니스, 15(5), pp.195~219 (2011), 한국패션비즈니스학회
- Kim, M., "Western fashion multi-contents" (2010), Kyomunsa
- "'The Great Gatsby'Publishing war" (2013)[URL]
- "The costumes:Dressing an era for 'The Great Gatsby'" (2014)[URL]
- "'The Great Gatsby' set to 3D open 2013 Khan film festival" (2013)[URL]
- "Tiffany’s world in the movie ‘The Great Gatsby’" (2013)[URL]
- Lee, Heeseung, "A study on the entertainment star fashion", 박사, pp.2006
- "The great mirage, time machine going to 1920s" (2013)[URL]
- Lee, J., "Fashion talks about the culture" (2012), Yekyong
- "Track list for 'The Great Gatsby' soundtrack features new music from Jay-Z, Beyonce, Andre 3000 & more" (2013)[URL]
- Lussier, S., "Art deco fashion" (2003), Bulfinch
- "Brooks Brothers'costumes for 'The Great Gatsby'" (2012)[URL]
- "Brooks Brothers launching Gatsby collection" (2013)[URL]
- Park, H., "The influence of flapper fashion on modern fashion", Journal of Fashion Business, 2(3), pp.55~72 (1998)
- "Interview on the person in charge of make-up in the movie ‘The Great Gatsby’" (2013)[URL]
- "The flapper wears PRADA" (2013)[URL]
- "The Great Gatsby" (2013)[URL]
- "See the Brooks Brothers 'Great Gatsby' menswear collection" (2013)[URL]
- 양정희, "영화 <박쥐>, <마더>의 색채 이미지 연구 - 의상과 배경을 중심으로 -", 패션 비즈니스, 15(5), pp.144~160 (2011), 한국패션비즈니스학회
- Yang, S., "Fashion 20C" (2006), Kyohaksa
- "Brooks Brothers &Great Gatsby" (2013)[URL]