primer "Dream in Dior"
Valeriya Koval (Author), Breda Luthar (Mentor)

Abstract

V svojem diplomskem delu se osredotočam predvsem na področje mitologizacije izbrane luksuzne blagovne znamke Dior na Instagramu v povezavi z medijatizacijo ter na področje sanjarjenja modernega potrošnika kot posledico. Skladno z raziskovalnimi vprašanji se opiram na znanstveno literaturo s področij mita, mode, luksuznega znamčenja, potrošne kulture, oglaševanja in medijev. S teoretičnim pregledom znanstvene literature in vpeljavo empiričnega primera, oglaševalske kampanje "Dream in Dior" na Instagramu, opišem postopke mitologizacije za izbrano luksuzno blagovno znamko, sklenem povezavo med mitologizacijo na Instagramu in medijatizacijo ter zaključim delo z razlago in vlogo procesa sanjarjenja modernega potrošnika preko konzumiranja promocijskih vizualnih podob.

Keywords

luksuzne blagovne znamke;mit;Instagram;potrošna kultura;

Data

Language: Slovenian
Year of publishing:
Typology: 2.11 - Undergraduate Thesis
Organization: UL FDV - Faculty of Social Sciences
Publisher: [V. Koval]
UDC: 366:004.738.5(043.2)
COBISS: 169239811 Link will open in a new window
Views: 28
Downloads: 1
Average score: 0 (0 votes)
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Other data

Secondary language: English
Secondary title: Mythologization of the luxury brands on Instagram: case study "Dream in Dior"
Secondary abstract: In my thesis, I mainly focus on the topic of mythologization of the selected luxury brand Dior on Instagram in connection with mediatization, and the topic of the modern consumer daydreaming as a consequence. For the purpose of my research questions, I present the relevant scientific viewpoints on myth, fashion, luxury branding, consumer culture, advertising and the media. With a theoretical review of the scientific literature and the introduction of an empirical example, the "Dream in Dior" advertising campaign on Instagram, I describe the processes of mythologization of the selected luxury brand, present the connection between mythologization on Instagram and mediatization, and conclude the research with an explanation and role of the modern consumer's dreaming process through the consumption of promotional visual images.
Secondary keywords: luxury brands;myth;advertising;Instagram;consumer culture;Blagovne znamke;Družbena omrežja (internet);Vedenje potrošnikov;Univerzitetna in visokošolska dela;
Type (COBISS): Bachelor thesis/paper
Study programme: 0
Embargo end date (OpenAIRE): 1970-01-01
Thesis comment: Univ. v Ljubljani, Fak. za družbene vede
Pages: 95 str.
ID: 20029603