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