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Advisor(s)
Abstract(s)
A controvérsia do luxo e os seus desafios tecnológicos e sócio-culturais, colocam-no num eixo relacional particular com a geração Millennial. Nesta conjuntura, a Gucci tem-se destacado desde que Michele assumiu a direcção criativa da marca. Desde 2016 que a Gucci tem colaborado com diversos artistas plásticos, incluindo Ignasi Monreal. Foi para a colecção SS18 que Monreal idealizou uma série publicitária multiplataforma que faz um apelo intericonicitário a grandes obras clássicas e obteve resultados muito positivos.
Esta investigação pretende analisar a ligação entre a utilização de arte na publicidade da Gucci e os sentimentos de Brand Love do público Millennial em relação à marca.
Para alcançar este objectivo, a investigação iniciou-se com a construção de um quadro teórico de referência no primeiro capítulo; a definição dos métodos qualitativo e quantitativo no segundo capítulo; a análise semiótica das imagens seleccionadas no terceiro capítulo; a análise dos dados recolhidos através de um inquérito por questionário no quarto capítulo; e termina com a discussão dos resultados e as conclusões no quinto e sexto capítulo, respectivamente.
Concluiu-se que, através da intericonicidade, os valores representados pelas obras clássicas são transportados para as peças publicitárias, potenciando o efeito Veblen; a utilização de arte na comunicação da Gucci a aproxima dos Millennials, e que o uso de intericonicidade nesta campanha é coerente com a nova estética criada de Michele.
ABSTRACT: The luxury controversy and its technological and socio-cultural challenges place it on a particular relational axis with the Millennial generation. In this conjuncture, Gucci has stood out since Michele took over the creative direction of the brand. Since 2016, Gucci has collaborated with a number of fine artists, including Ignasi Monreal. It was for the SS18 collection that Monreal devised a multiplatform advertising series that makes an intericonic appeal to great classical works and achieved very positive results. This research aims to analyse the link between the use of art in Gucci advertising and Millennial's feelings of Brand Love towards the brand. To achieve this goal, the research began with the construction of a theoretical framework of reference in the first chapter; the definition of qualitative and quantitative methods in the second chapter; the semiotic analysis of the images selected in the third chapter; analysis of data collected through a questionnaire survey in the fourth chapter; and ends with the discussion of the findings and conclusions in the fifth and sixth chapter, respectively. It was concluded that, through intericonicity, the values represented by the classic artworks are transported to the advertising pieces, enhancing the Veblen effect; Gucci's use of art in communication brings it closer to the Millennials, and that the use of intericonicity in this campaign is consistent with Michele's newly created aesthetic.
ABSTRACT: The luxury controversy and its technological and socio-cultural challenges place it on a particular relational axis with the Millennial generation. In this conjuncture, Gucci has stood out since Michele took over the creative direction of the brand. Since 2016, Gucci has collaborated with a number of fine artists, including Ignasi Monreal. It was for the SS18 collection that Monreal devised a multiplatform advertising series that makes an intericonic appeal to great classical works and achieved very positive results. This research aims to analyse the link between the use of art in Gucci advertising and Millennial's feelings of Brand Love towards the brand. To achieve this goal, the research began with the construction of a theoretical framework of reference in the first chapter; the definition of qualitative and quantitative methods in the second chapter; the semiotic analysis of the images selected in the third chapter; analysis of data collected through a questionnaire survey in the fourth chapter; and ends with the discussion of the findings and conclusions in the fifth and sixth chapter, respectively. It was concluded that, through intericonicity, the values represented by the classic artworks are transported to the advertising pieces, enhancing the Veblen effect; Gucci's use of art in communication brings it closer to the Millennials, and that the use of intericonicity in this campaign is consistent with Michele's newly created aesthetic.
Description
Dissertação de mestrado apresentada à Escola Superior de Comunicação Social como parte dos requisitos para obtenção de grau de mestre em Publicidade e Marketing.
Keywords
Arte e publicidade Marketing Gucci Intericonicidade Brand Love Art and advertising Luxury
Citation
Loja, S. (2019). Gucci Hallucination: de que forma a utilização de arte nesta campanha contribui para o brand love da Gucci? (Dissertação de mestrado em Publicidade e Marketing não publicada, Escola Superior de Comunicação Social-IPL, Lisboa, Portugal). Disponível no Repositório Científico do IPL http://hdl.handle.net/10400.21/11518 [Acedido em abril 24, 2020].
Publisher
Instituto Politécnico de Lisboa, Escola Superior de Comunicação Social