A arte na publicidade de uma marca de luxo

AUTOR(ES)
DATA DE PUBLICAÇÃO

2008

RESUMO

Through an interdisciplinary analysis of elements belonging to the fields related to the art and the history of the culture, this study seeks to investigate the interaction among art, publicity and luxury. From understanding the theory related to the de-aureateness of the artwork, proposed by Walter Benjamin - thinker of the School of Frankfurt - we have as a scope to scan in what measure and in what form the publicity takes part in the merchandise aureateness process. In order to achieve this purpose, we elected as a research object the advertising campaign of the brand Louis Vuitton (spring / summer 2007), being drawn, from the luxury market research, from the brand’s history, as well as from the historical scenario where it has been developed, the context necessary for analyzing the said campaign and for understanding the role of publicity in the process of de-aureateness related to the artwork and consequent aureateness of the merchandise.

ASSUNTO(S)

publicity luxury arte louis vuitton luxo publicidade aura ciencias humanas louis vuitton art aura

ACESSO AO ARTIGO

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