Gucci and Camp: using the past to talk about the present

Authors

  • Tamiris Abib School of Higher Education in Advertising and Marketing image/svg+xml

DOI:

https://doi.org/10.11606/issn.2176-1507.v28i2p577-590

Keywords:

consumption, fashion, communication, luxury, field

Abstract

The field of fashion, a visible part of an individual's culture and identity, produces and disseminates values typical of its time and its consumers. When consuming, we think, choose and re-elaborate our social meaning. In this article, we will analyze the communication of the Gucci brand and how its union with the camp, based on memories of the past, become consistent with the current values of a society, through possession rituals: in which the consumer transfers meanings of goods for their lives.

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References

BOURDIEU, Pierre. A distinção: a crítica social do julgamento. 2ª edição. Porto Alegre, Editora Zouk, 2011.

CANCLINI, Néstor García. Consumidores e Cidadãos. Rio de Janeiro: Editora da

UFRJ, 2010.

DONDIS, Donis A. Sintaxe da linguagem visual, 2ª edição, Martins Fontes, São Paulo, 2003.

DOUGLAS, Mary; ISHERWOOD Baron. O Mundo dos Bens – Para uma antropologia do Consumo. Rio de Janeiro. Editora UFRJ, 2013.

JOLY, Martine. Introdução à análise da imagem. 14ª edição. Papirus Editora, Campinas, 2010.

LIPOVESTKY, Gilles; ROUX, Elyette. O luxo eterno: da idade do sagrado ao tempo das marcas. 6ª reimpressão. Companhia das Letras. São Paulo, 2017.

LOPES, Denilson. Terceiro Manifesto Camp.

MAURIÉS, Patrick. Notas sobre o camp: Segundo manifesto camp. 1979.

MCCRACKEN, Grant. Cultura & Consumo: Novas abordagens ao caráter simbólico dos bens e das atividades de consumo. Rio de Janeiro, Mauad, 2ª Edição, 2010.

SONTAG, Susan. Notas sobre camp. 1964. Penguin Modern, 2018.

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Published

16-10-2023

Issue

Vol. 28 No. 2 (2023): Alternative and Popular Journalism

Section

ALCAR Dossier

License

Copyright (c) 2023 Tamiris Abib

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How to Cite

ABIB, Tamiris. Gucci and Camp: using the past to talk about the present. Alterjor Journal, São Paulo, Brasil, v. 28, n. 2, p. 577–590, 2023. DOI: 10.11606/issn.2176-1507.v28i2p577-590. Disponível em: https://revistas.usp.br/alterjor/article/view/211947. Acesso em: 10 apr. 2026.