In my thesis, I mainly focus on the topic of mythologization of the selected luxury brand Dior on Instagram in connection with mediatization, and the topic of the modern consumer daydreaming as a consequence. For the purpose of my research questions, I present the relevant scientific viewpoints on myth, fashion, luxury branding, consumer culture, advertising and the media. With a theoretical review of the scientific literature and the introduction of an empirical example, the "Dream in Dior" advertising campaign on Instagram, I describe the processes of mythologization of the selected luxury brand, present the connection between mythologization on Instagram and mediatization, and conclude the research with an explanation and role of the modern consumer's dreaming process through the consumption of promotional visual images.
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