Love in the 21st century : a social semiotic analysis of 'About Love' by Tiffany & Co.
Research output: Conference Papers › RGC 32 - Refereed conference paper (without host publication) › peer-review
Author(s)
Related Research Unit(s)
Detail(s)
| Original language | English |
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| Publication status | Published - 19 Jun 2022 |
Conference
| Title | 4th International Conference on Semiotics and Visual Communication (SVC 2022) |
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| Location | Cyprus University of Technology |
| Place | Cyprus |
| City | Limassol |
| Period | 17 - 19 June 2022 |
Link(s)
| Permanent Link | https://scholars.cityu.edu.hk/en/publications/publication(74353db8-7654-4ef3-8a7d-e522ef5e5b3f).html |
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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.
2022. Paper presented at 4th International Conference on Semiotics and Visual Communication (SVC 2022), Limassol, Cyprus.
Research output: Conference Papers › RGC 32 - Refereed conference paper (without host publication) › peer-review
