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Audio Branding for Fashion: an experiment of education on Sound for a new generation of professionals
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Audio Branding for Fashion: an experiment of education on Sound for a new generation of professionals

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Poster of the article about the design and development of a cross-modal multi-located framework for cultural heritage. …

Poster of the article about the design and development of a cross-modal multi-located framework for cultural heritage.
The paper was accepted in the paper session at the Audio Branding Congress 2013, , Milan, Italy, 18-20 November 2013.

Published in: Education

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  • 1. Audio Branding for Fashion: an experiment of education on Sound for a new generation of professionals Gianpaolo D’Amico University of Florence, Media Integration and Communication Center, Italy Introduction Solution In recent years fashion industry has recognised the dramatic relevance of new media communication and then it needs to be present in digital channels with compelling multimedia contents. How can we work efficiently with fashion professionals to design an Audio Branding strategy for a digital campaign? An educational framework to teach Sound Communication to people with basic technology skills and music composition knowledge. An experimental approach to a responsible use of Sound in new media channels is taught via the support of multimedia contents, mind maps, case histories, agile techniques and prototyping via software tools. Method The framework is composed of the following modules: Visual Thinking, Sound Communication, Video Design and New Media Communication. The module related to Sound is composed of three stages. Theory Laboratory Project work Theoretical basics of Sound Communication & Branding under the perspective of fashion industry. Practise with a software to build a multitrack composition based on creative commons assets. Design of a multimedia presentation for a potential client interested in an audio branding strategy. Results Students 105 155 Projects A survey was conducted to evaluate students’ satisfaction and gained knowledge. Some interesting results report the level of satisfaction about the theory on Sound Communication 1 and the practise with a software in the lab 2 . no ind yes Best projects 8% no 1 8% 84% ind yes 4% 16% 80% Acknowledgments Linda Loppa, Danilo Venturi, Aki Choklat and Ruggero Mengoni. Video & sound design Sruli Recht, by Ashutosh Saxena and Induj Damodar, Master in Fashion Brand Management, Polimoda, 2012. Video & sound design The Bridge project, by Chiara Muscarà and Oka Lin, Master in Fashion Styling, Polimoda, 2013. Audio Branding Congress 2013 - Poster Session - Higher School of Economics, Moscow, Russia gianpaolodamico.com - damico@dsi.unifi.it 2