Contaminazioni cinematografiche negli spot pubblicitari Dolce&Gabbana: il caso The One (2017)

In this essay, inspired by my master’s thesis entitled The semiotic perspective in terri- tory communication: Mediterranean stereotypes in Dolce&Gabbana, we will analize a particular advertising spot of the Italian luxury brand Dolce&Gabbana realized by the Italian director Matteo Garrone. The hypothesis is that the aesthetics and the staging of Dolce&Gabbana’s commercial are inspired by the filmmaker’s style. Thanks to the semiotic analysis of the case study, we will see how these “Italian aesthetics” combine the brand image needs with those of the director’s style. The result is a successful ma- tch, both from a stylistic and communicative point of view.