Love in the 21st century : a social semiotic analysis of 'About Love' by Tiffany & Co.

Research output: Conference Papers (RGC: 31A, 31B, 32, 33)32_Refereed conference paper (no ISBN/ISSN)peer-review

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Author(s)

Detail(s)

Original languageEnglish
Publication statusPublished - 19 Jun 2022

Conference

Title4th International Conference on Semiotics and Visual Communication (SVC 2022)
LocationCyprus University of Technology
PlaceCyprus
CityLimassol
Period17 - 19 June 2022

Abstract

Tiffany & Co. was established in 1837 and reached fame in the 21st century through the artistic work of Louis Comfort Tiffany. Besides establishing itself as a luxury brand, it also became a symbol of love – a strong image of Western romantic love, quantifying love through a price tag. The study focuses on the new advertising campaign ‘About Love’ starring Beyoncé and Jay Z launched in 2021 to mark the new creative direction of the brand, represent a modern love, and signify brand’s support to underrepresented communities.

Citation Format(s)

Love in the 21st century : a social semiotic analysis of 'About Love' by Tiffany & Co. / Nervino, Esterina; Veloso, Francisco O. D.

2022. Paper presented at 4th International Conference on Semiotics and Visual Communication (SVC 2022), Limassol, Cyprus.

Research output: Conference Papers (RGC: 31A, 31B, 32, 33)32_Refereed conference paper (no ISBN/ISSN)peer-review