@article{2017,title={Emotional Marketing Applicatıons In Fashion Industry: Case Of Prada 'A Therapy'},abstractNode={The aim of emotional marketing, appealing to the deep feelings of consumers, is to create emotional experiences from a positive mood to more powerful emotions such as pleasure and proud. Emotional marketing process, fueled by stimulating certain feelings of meaning and status of consumers and are working on the basis of willingness to participate in this process. It is often difficult to measure emotions in purchasing and consumption situations that are often unaware and unconscious. But if emotions interfere with the choices among the alternatives, they express themselves more pragmatically in the form of need for more hedonist products. The end result of this marketing is not the simple satisfaction from research to get more pleasure; but also the removal of individuals from the beginning, the differentiation of products and services aims at personalized subjective logic. Lindstrom (2010) notes that our emotions take our attention through the senses; It emphasizes that it also affects our decision-making process. In this context, he defends that brands that can create an emotional connection with consumers are much stronger. Besides, fashion films, which emerged as a new and revolutionary marketing tool since the beginning of the twenty-first century, are adopted by luxury brands to connect with consumers. The aim of this study is to examine an emotional fashion brand marketing through short films. Within the scope of this study, A Therapy short film from Prada has been examined as a case study from luxury fashion brands.},author={Evrim KABUKCU},year={2017},journal={Journal of Academic Value Studies (JAVStudies)}}