BDSM-nallar är lyx : En semiotisk analys av Balenciagas kampanj

Sammanfattning: This research's purpose is to examine how luxury brands uses provocation as a tool in their campaigns to attract attention and costumers. The luxury brand that is being analysed is Balenciaga, and their campaign gift collection. This is done by a qualitative, semiotic pictureanalysis. The theoretical framework that is being used has its base in Pierre Bourdieus theory about class and taste, as well as Stuart Halls theory about representation. Other theories that are being used are branding, commodityfetischism and provocation. The finds that were made shows that luxury brands tend to use provocation to stand out among other brands, but when they do so they also risk getting boycotted by consumers. The discussion raises the question on whether or not losing customers is worth this risk.   My mediaproduction is based of the problemarea that people with different disabilities are not represented in commercial advertising. I've made an short fictional commercial for the sporting goods-brand stadium, portraying a blind woman, to encourage representation of blind people in advertisment.