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The usage of art in online marketing: A case study of Benetton’s Lana Sutra campaign
Stockholm University, Faculty of Humanities, Department of Media Studies.
2012 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

This paper reports a case study on the United Colors of Benetton Lana Sutra campaign. It investigates one of the few strategies, in which artworks are used by a global brand in an international online campaign. Scholars suggest that art serves as an infusion for the brand and that the consumers perceive and evaluate a product as more valuable due to the use of arts. Most studies have researched the use of art in traditional campaigns such as print, but no major research has been done about the usage of artworks in online marketing. The present master thesis focuses on this gap. Drawing on different concepts from the fields of marketing, art history, psychology as well as media and communication studies, this study provides an example of the usage of artworks in online marketing. The qualitative method to be applied to the presented case is semiotics. This analysis explores the signs used and the brand myth communicated in the campaign. Furthermore, an interview with the project leader of Benetton’s German PR agency gives insights into the production side of the campaign and its goals. The results show that artworks can be used to raise attention and to trigger consumer engagement in an online environment. By using pieces of art in an online campaign, Benetton communicates its values and forms its brand myth due to strategic storytelling.

Place, publisher, year, edition, pages
2012. , 58 p.
Keyword [en]
advertising, art infusion, online marketing, storytelling, brand myth, Benetton, Lana Sutra
National Category
Media and Communications
URN: urn:nbn:se:su:diva-77321OAI: diva2:531482
2012-05-31, 10:00 (English)
Humanities, Theology
Available from: 2013-06-16 Created: 2012-06-07 Last updated: 2013-06-16Bibliographically approved

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