A Análise Cultural e o Estudo de Tendências na Comunicação e Gestão de Marcas: Estudo de caso publicitário em contexto semiótico

Abstract

The present work presents connections in conceptual and methodological terms in the context of cultural analysis, considering approaches and concepts of textual analysis, trend studies and cultural branding. The case study chosen to test these links is the promotional video of the advertising campaign titled "Gucci and Beyond" for the Gucci Autumn/Winter 2017-18 collection. This was clearly inspired by the science fiction series Star Trek, among other elements within fantasy and science fiction. The strong symbolic construction in these narratives make this a particularly interesting case to study the connections between culture and brands. The objective is to underline a methodological articulation capable of not only identifying the web of symbolic narratives present in brand communication, but also the cultural elements that constitute them and the sociocultural trends that are behind them.