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Start Over Search Limiters Available in Library Collection Topic advertising Topic comunicacion Language spanish Journal zer: journal of communication studies / revista de estudios de comunicacion / komunikazio ikasketen aldizkaria

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1. Fuego y libertad. Análisis de la campaña protagonizada por Dua Lipa para promocionar una fragancia de la marca Yves Saint Laurent.

Author

Canga Sosa, Manuel

Subjects
*LIBERTY, *EMOTIONAL advertising, *ADVERTISING, *DIGITAL technology
Abstract

This paper analyzes, from a critical perspective, the case of the campaign realized to promote an Yves Saint Laurent perfume (Libre) starring by an international recognized singer, in order to reveal the paradoxical background of its staging. The campaign gravitates around the iconographic motif of fire and underlines the dangerous nature of Freedom, in the general context of an Emotional Advertising work that aims to promote ethical thinking amongst consumers, beyond the visual pleasures and attraction generated by its images. [ABSTRACT FROM AUTHOR]

Published
2023
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