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Master's Dissertation
DOI
10.11606/D.100.2015.tde-18062015-113823
Document
Author
Full name
José Guilherme Diniz Alves
Institute/School/College
Knowledge Area
Date of Defense
Published
São Paulo, 2015
Supervisor
Committee
Vicentini, Claudia Regina Garcia (President)
Cunha, Kathia Castilho
Held, Maria Silvia Barros de
Title in Portuguese
Design de tradição: as expressões plásticas da marca Hermès
Keywords in Portuguese
Hermès
Moda
Semiótica
Tradição
Abstract in Portuguese
Baseando-se nos conceitos de tradição de Eric Hobsbawn e seus colaboradores, e no referencial teórico da semiótica discursiva desenvolvida por Algirdas Julien Greimas, buscou-se examinar as estratégias discursivas que tecem a significação de tradição em uma das principais casas de marroquinaria, com mais de um século de existência, a Hermès. Especificamente, procurou-se compreender como os produtos icônicos da marca figurativizam modos de vida de seus consumidores e veiculam valores da família em suas distintas configurações plásticas, revelando-se, assim, como uma marca tradicional que se reinventa a cada temporada, como um símbolo de rigor e excelência.
Title in English
Design of tradition: plastic expressions of the Hermès brand.
Keywords in English
Fashion
Hermès
Semiotics
Tradition
Abstract in English
Based on the concepts of tradition of Eric Hobsbawm and his collaborators, and the theoretical framework of discursive semiotics developed by Algirdas Julien Greimas, we sought to examine the discursive strategies that weave the significance of tradition in one of the main homes of leather over a century of existence, Hermès. Specifically, we sought to understand how iconic products figurative lifestyles of its consumers brand and convey family values in their different visual settings, revealing itself as well as a traditional brand that reinvents itself every season as a symbol of rigor and excellence.
 
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Publishing Date
2015-08-26
 
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