Gomes, Nelson P.Malafaia, Maria Teresa, 1951-2025-04-042025-04-042020Gomes, N., & Malafaia, T. (2020). Ophelia and Neo-Victorian Readings: Cultural Analysis of Brand Narratives. Anglo Saxonica, 18(1), 5. https://doi.org/10.5334/as.20873-0628http://hdl.handle.net/10400.5/100000Cultural analysis has been under review by scholars and presents itself today with invaluable tools/methods for the analysis and deconstruction of everyday objects and their sociocultural contexts. In this sense, we approach the object of a marketing campaign for Gucci, entitled “Gucci Hallucination”. The video and associated visual narrative(s) under review underline neo-Victorian readings and backgrounds, mainly through the character of Ophelia. The articulation of approaches in textual analysis within brand communication underlines the potential for interdisciplinary research.engCultureRepresentationBrandPerformanceFashionjournal articlehttps://doi.org/10.5334/as.22184-6006