MULTIMODAL ANALYSIS O HIGH-END BRANDS: THE GUCCI LOGO AND ADVERTISEMENTS AS A CASE STUDY

Abstract

Multimodality has been a key approach in both translation and media studies, drawing attention to the construction of meanings across semiotic modes – such as text, image, sound and spatial arrangement (Kress & van Leewen 2006). In branding and advertising, multiple modalities work together to express beliefs, identities, and ways of life that elude mere language. Luxury businesses such as Gucci count heavily on multimodal strategies in their logos and advertising to achieve a distinct look. Be it the logo, or its adverts, typography, iconography and semiotics are all used to depict exclusivity heritage and cultural capital. By examining these multilingual behaviors, we can better understand how translation & … interpretation work across linguistic boundaries that affect international communication and consumer behavior (Bateman, 2014). In this paper, Gucci's logo and targeted advertisements are analyzed from a multimodal perspective to shed light on the interplay of semiotic resources shaping brand image and consumer response.