A estratégia do co-branding: um estudo da produção audiovisual de Gisele Bündchen e Dior

Abstract

This study seeks to analyze how the co-branding process occurs through the audiovisual language, to understand how nuances of the alliance between brands. For this, the study was cut through the global campaign “Capture Totale" of the French luxury brand Christian Dior with a Brazilian supermodel Gisele Bündchen. With this, this work crosses several universes, such as the ephemeral context of fashion from Lipovetsky (2009), we also deal with the concepts of brand from the perspective of Costa (2008) and branding by Neumeier (2008). On issues related to co-branding, we spoke with Blackett; Russel (1999), and for audiovisual language, Barreto (2010). For the realization of our methodological path, we work with the analysis of moving images, proposed by Rose (2002). For this, we delimit analysis through three categories: costumes, scenery and dialogues. Based on our analysis, we conclude that the personal values of the Gisele Bundchen model manage to bring a narrative and thereby validate the proposals that the values that the French brand Dior's "Capture Totale" campaign intends to announce in its advertising.