Vol. 17 (2)



Méndiz Noguero, A., Regadera González, E. y Pasillas Salas, G.



Values and storytelling in the fashion films. The case Tender Stories (2014-2017), by Tous.


Received: 29-05-2018 – Accepted: 25-07-2018



Communication of fashion brands shapes their identity according to the corporate values shown in their advertising. The current tendency of storytelling highlights the significance of immaterial aspects, since narrative campaigns promote values rather than products and offer stories rather than arguments. With the emergence of fashion films, fashion brands have turned to emotional and narrative communication: while products remain in the background, values and storytelling become the backbone of the discourse.
In this study, we will analyze the series of fashion films Tender Stories (2014-2017), from the jewelry firm Tous, whose stories focus on the concept of love. For this, we will use the film analysis proposed by García-Noblejas ("first and second navigations") to discover how Tous conceives love in various relationships (courtship, marriage, parent-child relationship) and how the brand conceives it as a corporate value within its storytelling.


values; storytelling; fashion films; branded content; corporate identity; tender stories.

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Alfonso Méndiz Noguero es Doctor en Comunicación Pública por la Universidad de Navarra, Decano y Catedrático de Publicidad en la Facultad de Ciencias de la Comunicación de la Universitat Internacional de Catalunya. amendiz@uic.es, http://orcid.org/0000-0003-4450-1272


Elisa Regadera González es Doctora en Comunicación por la Universidad CEU Cardenal Herrera y Vicedecana y Profesora de Relaciones Públicas en la Facultad de CC de la Comunicación de la Universitat Internacional de Catalunya. eregadera@uic.es, http://orcid.org/0000-0002-1793-8105


Gabriela Pasillas Salas es Graduada en Comunicación Audiovisual por la Universidad de Navarra y Master en Artes Escénicas por la Universidad Complutense. gpasillass@gmail.com http://orcid.org/0000-0002-5252-0804

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