Ophelia and Neo-Victorian Readings: Cultural Analysis of Brand Narratives

Abstract

Cultural analysis has been under review by scholars and presents itself today with invaluable tools/methods for the analysis and deconstruction of everyday objects and their sociocultural contexts. In this sense, we approach the object of a marketing campaign for Gucci, entitled “Gucci Hallucination”. The video and associated visual narrative(s) under review underline neo-Victorian readings and backgrounds, mainly through the character of Ophelia. The articulation of approaches in textual analysis within brand communication underlines the potential for interdisciplinary research.

Keywords

• culture
• representation
• brand
• performance
• fashion