| As diverse media technology develops faster and faster, choosing the best media to show artistic expression directly influences the audience understanding of the design concept. The purpose of this study is to investigate which media assists viewers to understand and manage the information from runway show videos and fashion films differently. In this study, Dolce & Gabbana and Givenchy runway shows and fashion films were shown to participants. The results indicate that there are significant differences in perception of design concepts, intrinsic elements, and extrinsic elements between runway shows and fashion films. Also, the study investigated the congruence in perceptions between participants and fashion experts. This study is especially timely given the rapid growth of electronic fashion communication, and provides detailed information to fashion designers and runway show/fashion film producers in order to create more for effective methods to deliver design concepts to audience. |
