TY  - JOUR
T1  - STORYTELLING IN FASHION VIDEO ADVERTS: SPACE TYPOLOGY AND DESIGN
TT  - MODA VİDEO REKLAMLARINDA HİKAYE ANLATIMI: MEKAN TİPOLOJİSİ VE TASARIM
AU  - Öztekin, Mertcan
PY  - 2025
DA  - October
Y2  - 2025
DO  - 10.7456/tojdac.1736090
JF  - Turkish Online Journal of Design Art and Communication
JO  - TOJDAC
PB  - Deniz YENGİN
WT  - DergiPark
SN  - 2146-5193
SP  - 1387
EP  - 1399
VL  - 15
IS  - 4
LA  - en
AB  - Video adverts have an important strategic communication role in marketing and media partnerships. Space design is seen to be an important tool in conveying the stories of fashion brands. This study investigates the role of space design in video adverts as a communication task in storytelling through social media. For this purpose, a hybrid methodology is developed using literature analyses, communicative and spatial theories. The spatial typologies used in fashion video advertisements are classified as real, semi-real and virtual. Based on the content analysis method within the scope of qualitative research, spatial typologies and designs in current video advertisement shootings were analysed. In the findings of the study, the advantages and limitations of the space that conveys the story in the interdisciplinary intersection are revealed. The reflections of visual messages in space are discussed. As a result of the findings, real spaces are associated with perceptual ease and emotional connection advantage. Semi-real spaces enabled the story to be shown with more conceptual, original and artistic expressions. Virtual spaces, on the other hand, offer highly interactive and creative visual expressions with digital technologies.
KW  - Storytelling
KW  - Fashion Advertising
KW  - Video Advert
KW  - Interior Architecture
KW  - Space Typology
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UR  - https://doi.org/10.7456/tojdac.1736090
L1  - https://dergipark.org.tr/en/download/article-file/5028479
ER  -