Chanel feat. Blackpink: análise da aproximação entre marcas de luxo e cultura de massa como estratégia de comunicação
The impact that celebrities have on the massive public, arouses the interest of brands that even not having them as a target audience, identifies in them a way to make their brands even more visible. This monograph aims to study, through the Chanel Coco Neige campaign, starring the South Korean arti...
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| Formato: | article |
| Idioma: | pt_BR |
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| Endereço do item: | https://repositorio.ufrn.br/handle/123456789/48678 |
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| Resumo: | The impact that celebrities have on the massive public, arouses the interest of brands that even not having them as a target audience, identifies in them a way to make their brands even more visible. This monograph aims to study, through the Chanel Coco Neige campaign, starring the South Korean artist Jennie Kim from the Blackpink group, why luxury brands, whose target audience is mostly elites, seek mass artists to represent their brands and star in their campaigns. For this, we conducted an exploratory study from the survey of advertising pieces of the campaign, also paying attention to its repercussion. We rely mainly on literature on mass culture and celebrities. Conclusively, we analyze that it is necessary to use these artists as a bridge between the massive audience and luxury brands to take advantage of their power of “engagement”, thus maintaining the pillars of these great brands so that they remain connected to the culture of their time. |
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