A REPRESENTAÇÃO DA MARCA DE LUXO NO CINEMA: IDENTIFICAÇÕES EM BREAKFAST AT TIFFANY’S
Abstract
Durante sua existência o sujeito perpassa por diversos níveis de identificação, o que auxilia e influencia na formação da sua identidade e de suas escolhas. Portanto, o presente artigo tem como objetivo iniciar uma discussão sobre a identificação entre o consumidor e uma marca de luxo e a maneira como foi representada no filme Breakfast at Tiffany’s (1961). Na análise, foi possível observar que o processo de identificação pode ocorrer por meio de um objeto de desejo que não é, necessariamente, o produto de luxo propriamente dito, mas a marca e seus conceitos e valores simbólicos agregados. Nesse sentido, observamos que a busca pela completude aproxima o consumidor de uma marca específica, firmando assim um elo emocional entre eles.
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