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Moda e cultura : análise cultural da narrativa publicitária associada à marca Chanel
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Abstract(s)
Este trabalho teve como principal objetivo a análise cultural na narrativa publicitária
associada à marca Chanel. Como tal, surgiu o interesse de analisar e identificar os
sistemas de construção e de comunicação de uma marca.
A marca Chanel veio adquirindo notoriedade ao longo dos tempos, mas foi desde a
sua primeira fragrância, o perfume Chanel Nº5 que obteve o seu lançamento como uma
marca que acrescenta valor para o seu consumidor. Neste sentido, o estudo aborda o
tema da comunicação no marketing e as suas devidas estratégias, de modo a questionar
e compreender a complementaridade, desde a elaboração de uma ideia, como um frasco,
passando por todas as fases/métodos, até alcançar o objetivo proposto, o da criação de
uma identidade forte, ou seja, como fazer e o que fazer para que se chegue a uma
comunicação transparente e com valor para o consumidor.
O principal objetivo desta dissertação passa por analisar a comunicação desta marca
de luxo/moda e responder se a marca está a ser bem-sucedida ou não na mensagem que
quer transmitir do seu produto ao seu público-alvo, sendo que a melhor forma de obter
estes resultados passa pela elaboração de um estudo de caso sobre a mesma.
This work aimed to develop a cultural analysis in advertising narratives associated with the Chanel brand. As such, the main interest was analyzing and identifying the construction and communication of brand systems. Chanel´s brand has been gaining notoriety over the years, but it has since its first fragrance, Chanel No. 5 that the brand develops perceived value to the consumer. In this sense, this study deals with the theme of communication in marketing and the proper strategies in order to question and understand complementarity, from the development of an idea, such as a bottle, through all phases / methods to achieve the main goal, the creation of a strong identity. That is, how to do and what to do in order to reach the transparent communication and consumer value. The main objective of this work involves analyzing the communication of this luxury/fashion brand and see if it‟s being successful or not at transmitting the message to the audience, and the best way to get these results is the development of a case study.
This work aimed to develop a cultural analysis in advertising narratives associated with the Chanel brand. As such, the main interest was analyzing and identifying the construction and communication of brand systems. Chanel´s brand has been gaining notoriety over the years, but it has since its first fragrance, Chanel No. 5 that the brand develops perceived value to the consumer. In this sense, this study deals with the theme of communication in marketing and the proper strategies in order to question and understand complementarity, from the development of an idea, such as a bottle, through all phases / methods to achieve the main goal, the creation of a strong identity. That is, how to do and what to do in order to reach the transparent communication and consumer value. The main objective of this work involves analyzing the communication of this luxury/fashion brand and see if it‟s being successful or not at transmitting the message to the audience, and the best way to get these results is the development of a case study.
Description
Keywords
Chanel Moda - Sociologia Marcas de comércio Estratégia de marca Comunicação em marketing Semiótica e cultura Teses de mestrado - 2017