Bolsas, estrelas e viagens : o poder do imaginário na publicidade: um estudo da campanha Core Values da Louis Vuitto

Abstract

This dissertation proposes an analysis of the Core Values campaign Louis Vuitton brand. Our goal is to see how advertising utilizes existing imagery in mass culture to strengthen its image and aggregate it to the brand and its products. Therefore, we researched the history of the brand Louis Vuitton and its place in the luxury industry; we described the symbolic universe and the sign elements of each of the thirteen pieces of campaign Core Values that we can identify. In the subsequent phase of the research, we analyzed the role of stars as part of the strategy of the campaign; and we studied the strength of the imagery of the journey as the main concept of Core Values campaign. We also used postmodern theory on the phenomenon of luxury consumption advocated by Lipovetsky (2005) allied to the earlier work of Edgar Morin on the stars (1989) and the theory of the journey of Onfray (2009) to understand the composition of Louis Vuitton's advertisement.