Narrativa e transporte narrativo em publicidade de moda

Abstract

Today's consumers are impacted by a large number of advertisements, due to this big exposure, many of them are overlooked, and its brands lost among many others. The narrative transportation is a more deeply way of engagement with fashion photography in advertising, which also help to create a strong bond between consumers and brands. This paper aims to introduce the concept of narrative, narrative transportation and fashion advertisement, based on bibliographical research. As well as, analyse and compare fashion photography under these concepts to facilitate the comprehension and also identify photographic elements which reinforce the narrative into the fashion photography. Finally the work points out that the more narrative elements a photography has, the better will be its performance.