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La Identidad Comercial

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La Identidad Comercial Universidad Argentina de la Empresa Facultad de Comunicación y Diseño Licenciatura en Ciencias de la Comunicación Trabajo de investigación Final La identidad comercial Alumnos: Andrea Baez María Antonella Venarotti Profesores: Lic. Mariano Lapuente Lic. Ingrid Westerholz Director de la carrera: Dra. Silvina Thernes Abstrac: En esta investigación se analizó el modo en que el discurso del arte interviene en la construcción de la identidad comercial de Louis Vuitton y Hermès en las campañas publicitarias en los nuevos medios digitales. El objetivo fue entender como se refleja, en las campañas publicitarias, la relación entre la moda y el arte; y como las campañas publicitarias, presentadas al público en los nuevos medios digitales, construyen la identidad comercial de ambas empresas utilizando diferentes recursos artísticos. Para lograr este objetivo se estudiaron las campañas publicitarias del año 2014/2015 presentadas por Louis Vuitton y Hermès en formato video y fotográfico en sus redes sociales (Twitter, Facebook, Pinterest e Instagram), canal de YouTube y pagina web. El abordaje será realizado a partir de una metodología cualitativa, este tipo de investigación será descriptiva y discursiva ya que el objetivo es describir como se construyen las campañas publicitarias a través del arte en los nuevos medios digitales. Palabras claves: Louis Vuitton – Hermès – Arte – nuevos medios de comunicación – Identidad Comercial – campañas publicitarias. Índice: 1. Introducción ------------------------------------------------------------------------------------------2 Tema General Tema de investigación Problema Objetivo General Objetivos específicos Hipótesis 2. Marco referencial -------------------------------------------------------------------------------------6 2.1 Arte ------------------------------------------------------------------------- ------------ -------- 6 2.2 Moda -------------------------------------------------------------------- ------------ ----------- -6 2.3 Campañas publicitarias ----------------------------------------------------------- ------------7 2.4 Internet y las redes sociales------------------------------------------------------------------9 2.5 Fotografía-------------------------------------------------------------------------------------10 2.6 Estereotipo------------------------------------------------------------------------------------12 2.7 Louis Vuitton---------------------------------------------------------------------------------12 2.8 Hermes----------------------------------------------------------------------------------------13 3. Marco Teórico ---------------------------------------------------------------------------------------16 4. Metodología ------------------------------------------------------------------------------------------26 5. Desarrollo ---------------------------------------------------------------------------------------------28 5.1 Web y social media: Louis Vuitton y Hermes --------------------------------------------28 5.1.1 Ebranding Louis Vuitton --------------------------------------------------------29 5.1.1.1 Sitio Web-------------------------------------------------------------------29 5.1.1.2 Canal de YouTube--------------------------------------------------------32 5.1.1.3 Google+--------------------------------------------------------------------33 5.1.1.4 Facebook-------------------------------------------------------------------34 5.1.1.5 Instagram-------------------------------------------------------------------37 5.1.1.6 Twitter----------------------------------------------------------------------38 5.1.1.7 Pinterest--------------------------------------------------------------------40 5.1.2 Ebranding Hermès ----------------------------------------------------------------42 5.1.2.1 Sitio Web-------------------------------------------------------------------42 5.1.2.2 Canal de YouTube--------------------------------------------------------46 5.1.2.3 Google+--------------------------------------------------------------------47 5.1.2.4 Facebook-------------------------------------------------------------------48 5.1.2.5 Instagram-------------------------------------------------------------------50 5.1.2.6 Twitter----------------------------------------------------------------------52 5.1.2.7 Pinterest--------------------------------------------------------------------52 5.1.3 Conclusión Ebranding y social media Louis Vuitton y Hermès ---------54 5.2 Louis Vuitton ------------------------------------------------------------------------------------57 5.2.1 Series 1: Campaña Otoño-Invierno 2014-2015 -----------------------------57 5.2.1.1 Louis Vuitton Series 1 Featuring Charlotte Gainsbourg shot by Annie Leibovitz -----------------------------------------------------------57 5.2.1.2 Louis Vuitton Series 1 Fashion Campaign By Bruce Weber-------62 5.2.1.3 Análisis del video publicitario Louis Vuitton Series 1 By Juergen Teller--------------------------------------------------------------68 5.2.1.4 Conclusión campaña Serie 1--------------------------------------------75 5.2.2 Series 2: Campaña Primavera-Verano 2015 --------------------------------77 5.2.2.1 Louis Vuitton Series 2 Annie Leibovitz-------------------------------77 5.2.2.2 Louis Vuitton Series 2 by Juergen Teller------------------------------82 5.2.2.3 Louis Vuitton Series 2 “Stepping Stones” starring Jennifer Connelly directed by Bruce Weber-------------------------------------------------88 5.2.2.4 Conclusión campaña Serie 2--------------------------------------------95 5.2.3 Series: 3Campaña Otoño-Invierno 2015-2016 ------------------------------97 5.2.3.1 Louis Vuitton Series 3 by Bruce Weber--------------------------------97 5.2.3.2 Louis Vuitton Series 3 by Juergen Teller-----------------------------102 5.2.3.3 Conclusión campaña Serie 3--------------------------------------------108 5.3 Hermès ------------------------------------------------------------------------------------------110 5.3.1 Campaña Otoño-Invierno 2014-2015 ----------------------------------------110 5.3.1.1 Súper H Winter 2014---------------------------------------------------110 5.3.1.2 Hermes Girl on the Wire Winter--------------------------------------115 5.3.1.3 Le Temps de L’ imaginaire winter 2014 Hermès-------------------121 5.3.1.4 Vestiaire d'hiver 2014 De Hermès-------------------------------------128 5.3.1.5 Conclusión campaña Otoño-Invierno 2014-2015-------------------138 5.3.2 Campaña Primavera-Verano 2015 -------------------------------------------141 5.3.2.1 Hermés Women’s gloves collection spring-summer 2015----------141 5.3.2.2 Le monde d’ Hermès Printemps---------------------------------------146 5.3.2.3 Conclusión campaña Primavera-Verano 2015-----------------------153 5.3.3 Campaña Otoño-Invierno 2015-2016 ----------------------------------------154 5.3.3.1 Vestaire d Hiver 2015---------------------------------------------------154 5.3.3.2 Soie Masqué De Hermès------------------------------------------------160 5.3.3.3 The Swing de Hermès---------------------------------------------------165 5.3.3.4 Conclusión campaña Otoño-Invierno 2015-2015-------------------171 6. Conclusión -------------------------------------------------------------------------------------------173 7. Bibliografía ------------------------------------------------------------------------------------------177 8. Anexo 1 – Mapa de sitio --------------------------------------------------------------------------180 8.1 Mapa de sitio de Louis Vuitton ------------------------------------------------------------180 8.2 Mapa de sitio de Hermés -------------------------------------------------------------------184 9. DVD – Trabajo de investigación + PPT -------------------------------------------------------185 Construcción de la identidad comercial de Louis Vuitton y Hermès en las campañas publicitarias “La Identidad Corporativa orienta las decisiones, políticas, estrategias y acciones de la organización, y refleja los principios, valores y creencias fundamentales de la organización” Collins y Porras (1995) 1 1. Introducción: En la comunicación la moda, el arte y la publicidad son partes de un mismo engranaje. Construyen mensajes y discursos que se encuentran anclados conformando ese imaginario social que nos rodea y marca los límites entre unos y otros. Los medios de comunicación son parte de nuestra vida, la publicidad los utiliza para dar a conocer sus productos y servicios, como así también emplea creencias y valores para hacerlos más efectivos. La publicidad construye una visión sesgada del mundo, una visión masiva e intensa, que tiene repercusiones en las personas porque mediante las publicidades las marcas pueden construir mundos imaginarios o realidades diferentes a las que se viven en el mundo. Esta visión sesgada de la realidad es conservada por la publicidad a pesar de que esta tiene una dinámica cambiante por el mercado. Existe una particular relación entre estos medios de comunicación y la moda; y ocupan un lugar notorio en la sociedad, están en todos lados, se han convertido en apoyos fundamentales de la sociedad de la imagen. La moda, en la actualidad, tiene una vital importancia en la sociedad gracias a los medios de comunicación. Dichos medios permiten difundir los productos, presentar famosos que utilizan una marca determinada, etc. Los medios crean imágenes deslumbrantes que captan la atención del público, asignan nuevos valores al vestido dándole el valor de signo, de esta forma el vestido de moda adquiere la forma de poder
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