Fuego y libertad. Análisis de la campaña protagonizada por Dua Lipa para promocionar una fragancia de la marca Yves Saint Laurent.

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  • Author(s): Canga Sosa, Manuel1
  • Source:
    Zer: Journal of Communication Studies / Revista de Estudios de Comunicacion / Komunikazio Ikasketen Aldizkaria. nov/dec2023, Vol. 28 Issue 55, p19-38. 20p.
  • Additional Information
    • Alternate Title:
      Fire and Freedom. Analysis of the campaign starring Dua Lipa to promote a fragrance from the Yves Saint Laurent brand.
      Sua eta askatasuna. Dua Lipa protagonista duen kanpainaren analisia, Yves Saint Laurent markaren usain bat sustatzeko.
    • Subject Terms:
      LIPA, Dua, 1995-; SAINT Laurent, Yves, 1936-2008; CRITICAL analysis; LIBERTY; CONSUMERS; EMOTIONAL advertising; ADVERTISING; PERFUMES; DIGITAL technology; SINGERS
    • Abstract:
      Este artículo analiza, desde una perspectiva crítica, la campaña realizada para promocionar un perfume de la marca Yves Saint Laurent (Libre), que se ha valido de una estrella internacional como Dua Lipa para transmitir un mensaje de profundas repercusiones antropológicas, cuya ambigüedad reclama ejercicios de interpretación. Una campaña que gira alrededor del motivo iconográfico del fuego y subraya el carácter peligroso de la libertad, en el contexto de una publicidad emotiva que pretende generar una reflexión ética entre los consumidores. [ABSTRACT FROM AUTHOR]
    • Abstract:
      This paper analyzes, from a critical perspective, the case of the campaign realized to promote an Yves Saint Laurent perfume (Libre) starring by an international recognized singer, in order to reveal the paradoxical background of its staging. The campaign gravitates around the iconographic motif of fire and underlines the dangerous nature of Freedom, in the general context of an Emotional Advertising work that aims to promote ethical thinking amongst consumers, beyond the visual pleasures and attraction generated by its images. [ABSTRACT FROM AUTHOR]
    • Abstract:
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