Narrativa transmidiática : um estudo da campanha publicitária Gucci Off The Grid
Type
article
Publisher
Identifier
RECH, Sandra Regina ; WAGNER, Amanda Dias (2022) - Narrativa transmidiática : um estudo da campanha publicitária Gucci Off The Grid. Convergências : Revista de Investigação e Ensino das Artes. ISSN 1646 - 9054. XV:30, p. 89-99. DOI 10.53681/c1514225187514391s.30.145.
1646-9054
10.53681/c1514225187514391s.30.145
Title
Narrativa transmidiática : um estudo da campanha publicitária Gucci Off The Grid
Fashion transmedia storytelling : a study of the Gucci Off The Grid advertising campaign
Fashion transmedia storytelling : a study of the Gucci Off The Grid advertising campaign
Subject
Narrativa transmidiática
Estratégia
Publicidade
Moda
Gucci
Transmedia storytelling
Strategy
Advertising
Fashion
Estratégia
Publicidade
Moda
Gucci
Transmedia storytelling
Strategy
Advertising
Fashion
Date
2022-12-13T11:54:57Z
2022-12-13T11:54:57Z
2022
2022-12-13T11:54:57Z
2022
Description
O presente trabalho se configura como um recorte de Trabalho de Conclusão de Curso, do Bacharelado em Moda, da Universidade do Estado de Santa Catarina, e tem como objetivo examinar o fenômeno da narrativa transmidiática como estratégia para comu-nicação de moda no contexto pandêmico. O desenho metodológico compreendeu re-visão da literatura e análise da campanha da primeira linha de produtos sustentáveis da marca italiana Gucci, denominada Gucci Off The Grid, sob o prisma da cultura da convergência e com base nos sete princípios da narrativa transmidiática formulados por Jenkins (2009). Como resultado alcançado, constatou-se que a campanha analisada cons-truiu uma narrativa suficientemente ampla para ser explorada em mais do que uma mí-dia, relacionando a maioria dos princípios da narrativa transmidiática com sucesso.
Abstract : This paper is configured as a part of the fi-nal work of the Fashion Design Degree from the Santa Catarina State University. It aims to examine the phenomenon of transmedia storytelling as a strategy for fashion commu-nication in the pandemic context. The meth-odological design included a literature review, and the analysis of the campaign of the first line of sustainable products of the Italian brand Gucci, called Gucci Off The Grid, from the perspective of the convergence culture and based on the seven principles of the transmedia storytelling formulated by Jenkins (2009). As a result, it was verified that the analyzed campaign built storytelling broad enough to be explored in more than one media, successfully relating most of the principles of transmedia storytelling.
info:eu-repo/semantics/publishedVersion
Abstract : This paper is configured as a part of the fi-nal work of the Fashion Design Degree from the Santa Catarina State University. It aims to examine the phenomenon of transmedia storytelling as a strategy for fashion commu-nication in the pandemic context. The meth-odological design included a literature review, and the analysis of the campaign of the first line of sustainable products of the Italian brand Gucci, called Gucci Off The Grid, from the perspective of the convergence culture and based on the seven principles of the transmedia storytelling formulated by Jenkins (2009). As a result, it was verified that the analyzed campaign built storytelling broad enough to be explored in more than one media, successfully relating most of the principles of transmedia storytelling.
info:eu-repo/semantics/publishedVersion
Access restrictions
openAccess
http://creativecommons.org/licenses/by/4.0/
http://creativecommons.org/licenses/by/4.0/
Language
por
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