Advergames between Storytelling and Heritage: Max Mara’s Case

Authors

  • Chiara Mastroianni Libera Università di Lingue e Comunicazione IULM, Milano

DOI:

https://doi.org/10.6092/issn.2611-0563/20761

References

Cantista, Isabel e Damien Delille (a cura di). Fashion Heritage. Narrative and Knowledge Creation. Cham: Palgrave Macmillan, 2023.

Ghosh, Tathagata, Sreejesh S. e Yogesh K. Dwivedi. “Brands in a game or a game for brands? Comparing the persuasive effectiveness of in-game advertising and advergame.” Psychology and Marketing, Vol. 39 no. 12, (Novembre 2022): 2328–2348.

Mascio, Antonella (a cura di). Fashion Games. Moda, Gioco, Virtualità. Milano: Franco Angeli, 2012.

Moin, S.M.A. Brand Storytelling in the Digital Age. Theories, Practice and Application. Cham: Palgrave Macmillan, 2020.

Paulicelli, Eugenia, Veronica Manlow e Elizabeth Wissinger (a cura di). The Routledge Companion to Fashion Studies. Oxon: Routledge, 2022.

Rasche, Adelheid (a cura di). Coats! Max Mara, 60 anni di moda italiana. Milano: Skira, 2011.

Max Mara Coats Adventure: The Making-Of, Episode 1, accessed June 5, 2024, https://www.youtube.com/watch?v=4x80ll-8cOA.

Max Mara Coats Adventure: The Making-Of, Episode 2, accessed June 5, 2024, https://www.youtube.com/watch?v=t-I1-vnmPgM.

Max Mara Coats Adventure: The Making-Of, Episode 3, accessed June 5, 2024, https://www.youtube.com/watch?v=pSdvrxq4Fvk.

Published

2025-01-15

How to Cite

Mastroianni, C. (2024). Advergames between Storytelling and Heritage: Max Mara’s Case. ZoneModa Journal, 14(2), 131–134. https://doi.org/10.6092/issn.2611-0563/20761