How Chanel adapted its storytelling to the digital era within its masstige segment : a case study of the perfume Chanel number 5
Autor(a) principal: | |
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Data de Publicação: | 2020 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/34306 |
Resumo: | The information and communication technologies - which became popular worldwide since the 1990s - have transformed the contemporary world; thus, altering interpersonal, labor and consumption relationships. Thanks to the connectivity and interaction between people, without limits of time and space, the collectivity was empowered. In this globalized world - with an endless supply of possibilities, experiences, information and products - it is crucial to offer users great content to stand out in the crowd. In this context, nothing is more effective than using storytelling to involve and engage consumers. Stories arouse interest and empathy for brands, as well as for the values they transmit; thus, strengthening emotional bonds with customers and consequently increasing the desire of purchasing their products. Luxury brands are aware of the relevance of engaging customers and creating emotional bonds. This research is a case study of the perfume Chanel Number 5, that consists of a one single phase; which is the qualitative content analysis of all advertising films the perfume, released from 1973 to 2020. This study investigated the evolution of the storytelling of Chanel - within its masstige segment - and how it has adapted to the digital age. Another objective was having a broader understanding of the use of storytelling in the advertisement of luxury and masstige brands, specially in the new digital context. The storytelling of Chanel Number 5 evolved over time and accompanied the technological changes that transformed the contemporary society; but, without ever losing its essential attributes, like glamour, luxury, allure and singularity. |
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How Chanel adapted its storytelling to the digital era within its masstige segment : a case study of the perfume Chanel number 5StorytellingDigital storytellingMarketing storytellingDigital mediaLuxuryLuxury brandsMasstige brandsMasstige goodsStorytelling digitalStorytelling no marketingMídias digitaisLuxoMarcas de luxoMarcas masstigeProdutos masstigeDomínio/Área Científica::Ciências Sociais::Ciências da ComunicaçãoThe information and communication technologies - which became popular worldwide since the 1990s - have transformed the contemporary world; thus, altering interpersonal, labor and consumption relationships. Thanks to the connectivity and interaction between people, without limits of time and space, the collectivity was empowered. In this globalized world - with an endless supply of possibilities, experiences, information and products - it is crucial to offer users great content to stand out in the crowd. In this context, nothing is more effective than using storytelling to involve and engage consumers. Stories arouse interest and empathy for brands, as well as for the values they transmit; thus, strengthening emotional bonds with customers and consequently increasing the desire of purchasing their products. Luxury brands are aware of the relevance of engaging customers and creating emotional bonds. This research is a case study of the perfume Chanel Number 5, that consists of a one single phase; which is the qualitative content analysis of all advertising films the perfume, released from 1973 to 2020. This study investigated the evolution of the storytelling of Chanel - within its masstige segment - and how it has adapted to the digital age. Another objective was having a broader understanding of the use of storytelling in the advertisement of luxury and masstige brands, specially in the new digital context. The storytelling of Chanel Number 5 evolved over time and accompanied the technological changes that transformed the contemporary society; but, without ever losing its essential attributes, like glamour, luxury, allure and singularity.As tecnologias da informação e comunicação - que se popularizaram mundialmente desde a década de 1990 - transformaram o mundo contemporâneo, e alteraram as relações interpessoais, de trabalho e consumo. Graças à conectividade e interação entre as pessoas, sem limites de tempo e espaço, a coletividade foi potencializada. Neste mundo globalizado - com uma oferta infinita de possibilidades, experiências, informações e produtos - é fundamental oferecer aos usuários um ótimo conteúdo para se destacar na multidão. Nesse contexto, nada é mais eficaz do que contar histórias para envolver e engajar os consumidores. As histórias despertam interesse e empatia pelas marcas, bem como pelos valores que transmitem; fortalecendo assim os laços afetivos com os consumidores e, consequentemente, aumentando o desejo em adquirir seus produtos. As marcas de luxo estão cientes da importância de envolver os clientes e criar laços emocionais. Esta pesquisa é um estudo de caso do perfume Chanel Número 5, que consiste em uma única fase; qual seja uma análise qualitativa de conteúdo de todos os filmes publicitários do perfume, lançados de 1973 a 2020. Este estudo investigou a evolução da narrativa da Chanel - dentro do seu segmento masstige - e como ela se adaptou à era digital. Outro objetivo foi ter uma ampla compreensão do uso da narrativa na propaganda de marcas de luxo e masstige, especialmente no novo contexto digital. A narrativa do perfume Chanel Número 5 evoluiu ao longo do tempo e acompanhou as mudanças tecnológicas que transformaram a sociedade contemporânea; sem perder de vista seus atributos essenciais, como glamour, luxo, fascínio e singularidade.Soares, Fátima Patrícia Nunes da Encarnação Marques DiasVeritati - Repositório Institucional da Universidade Católica PortuguesaMontandon, Isabelle Gomes de Amaral2021-07-28T12:44:45Z2021-02-1720202021-02-17T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/34306TID:202730492enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-07-12T17:39:47Zoai:repositorio.ucp.pt:10400.14/34306Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:27:48.109225Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
How Chanel adapted its storytelling to the digital era within its masstige segment : a case study of the perfume Chanel number 5 |
title |
How Chanel adapted its storytelling to the digital era within its masstige segment : a case study of the perfume Chanel number 5 |
spellingShingle |
How Chanel adapted its storytelling to the digital era within its masstige segment : a case study of the perfume Chanel number 5 Montandon, Isabelle Gomes de Amaral Storytelling Digital storytelling Marketing storytelling Digital media Luxury Luxury brands Masstige brands Masstige goods Storytelling digital Storytelling no marketing Mídias digitais Luxo Marcas de luxo Marcas masstige Produtos masstige Domínio/Área Científica::Ciências Sociais::Ciências da Comunicação |
title_short |
How Chanel adapted its storytelling to the digital era within its masstige segment : a case study of the perfume Chanel number 5 |
title_full |
How Chanel adapted its storytelling to the digital era within its masstige segment : a case study of the perfume Chanel number 5 |
title_fullStr |
How Chanel adapted its storytelling to the digital era within its masstige segment : a case study of the perfume Chanel number 5 |
title_full_unstemmed |
How Chanel adapted its storytelling to the digital era within its masstige segment : a case study of the perfume Chanel number 5 |
title_sort |
How Chanel adapted its storytelling to the digital era within its masstige segment : a case study of the perfume Chanel number 5 |
author |
Montandon, Isabelle Gomes de Amaral |
author_facet |
Montandon, Isabelle Gomes de Amaral |
author_role |
author |
dc.contributor.none.fl_str_mv |
Soares, Fátima Patrícia Nunes da Encarnação Marques Dias Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Montandon, Isabelle Gomes de Amaral |
dc.subject.por.fl_str_mv |
Storytelling Digital storytelling Marketing storytelling Digital media Luxury Luxury brands Masstige brands Masstige goods Storytelling digital Storytelling no marketing Mídias digitais Luxo Marcas de luxo Marcas masstige Produtos masstige Domínio/Área Científica::Ciências Sociais::Ciências da Comunicação |
topic |
Storytelling Digital storytelling Marketing storytelling Digital media Luxury Luxury brands Masstige brands Masstige goods Storytelling digital Storytelling no marketing Mídias digitais Luxo Marcas de luxo Marcas masstige Produtos masstige Domínio/Área Científica::Ciências Sociais::Ciências da Comunicação |
description |
The information and communication technologies - which became popular worldwide since the 1990s - have transformed the contemporary world; thus, altering interpersonal, labor and consumption relationships. Thanks to the connectivity and interaction between people, without limits of time and space, the collectivity was empowered. In this globalized world - with an endless supply of possibilities, experiences, information and products - it is crucial to offer users great content to stand out in the crowd. In this context, nothing is more effective than using storytelling to involve and engage consumers. Stories arouse interest and empathy for brands, as well as for the values they transmit; thus, strengthening emotional bonds with customers and consequently increasing the desire of purchasing their products. Luxury brands are aware of the relevance of engaging customers and creating emotional bonds. This research is a case study of the perfume Chanel Number 5, that consists of a one single phase; which is the qualitative content analysis of all advertising films the perfume, released from 1973 to 2020. This study investigated the evolution of the storytelling of Chanel - within its masstige segment - and how it has adapted to the digital age. Another objective was having a broader understanding of the use of storytelling in the advertisement of luxury and masstige brands, specially in the new digital context. The storytelling of Chanel Number 5 evolved over time and accompanied the technological changes that transformed the contemporary society; but, without ever losing its essential attributes, like glamour, luxury, allure and singularity. |
publishDate |
2020 |
dc.date.none.fl_str_mv |
2020 2021-07-28T12:44:45Z 2021-02-17 2021-02-17T00:00:00Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10400.14/34306 TID:202730492 |
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http://hdl.handle.net/10400.14/34306 |
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TID:202730492 |
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eng |
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eng |
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info:eu-repo/semantics/openAccess |
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openAccess |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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