<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2184-0180</journal-id>
<journal-title><![CDATA[Convergências - Revista de Investigação e Ensino das Artes]]></journal-title>
<abbrev-journal-title><![CDATA[Revista Convergências]]></abbrev-journal-title>
<issn>2184-0180</issn>
<publisher>
<publisher-name><![CDATA[Escola Superior de Artes AplicadasInstituto Politécnico Castelo Branco]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2184-01802022000200089</article-id>
<article-id pub-id-type="doi">10.53681/c1514225187514391s.30.145</article-id>
<title-group>
<article-title xml:lang="pt"><![CDATA[Narrativa transmidiática. Um estudo da campanha publicitária Gucci Off The Grid]]></article-title>
<article-title xml:lang="en"><![CDATA[Fashion Transmedia Storytelling. A study of the Gucci Off The Grid advertising campaign]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Rech]]></surname>
<given-names><![CDATA[Sandra Regina]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Wagner]]></surname>
<given-names><![CDATA[Amanda Dias]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidade do Estado de Santa Catarina  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Brazil</country>
</aff>
<pub-date pub-type="pub">
<day>30</day>
<month>11</month>
<year>2022</year>
</pub-date>
<pub-date pub-type="epub">
<day>30</day>
<month>11</month>
<year>2022</year>
</pub-date>
<volume>15</volume>
<numero>30</numero>
<fpage>89</fpage>
<lpage>99</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.pt/scielo.php?script=sci_arttext&amp;pid=S2184-01802022000200089&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.pt/scielo.php?script=sci_abstract&amp;pid=S2184-01802022000200089&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.pt/scielo.php?script=sci_pdf&amp;pid=S2184-01802022000200089&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="pt"><p><![CDATA[Resumo O presente trabalho se configura como um recorte de Trabalho de Conclusão de Curso, do Bacharelado em Moda, da Universidade do Estado de Santa Catarina, e tem como objetivo examinar o fenômeno da narrativa transmidiática como estratégia para comunicação de moda no contexto pandêmico. O desenho metodológico compreendeu revisão da literatura e análise da campanha da primeira linha de produtos sustentáveis da marca italiana Gucci, denominada Gucci Off The Grid, sob o prisma da cultura da convergência e com base nos sete princípios da narrativa transmidiática formulados por Jenkins (2009). Como resultado alcançado, constatou-se que a campanha analisada construiu uma narrativa suficientemente ampla para ser explorada em mais do que uma mídia, relacionando a maioria dos princípios da narrativa transmidiática com sucesso.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract This paper is configured as a part of the final work of the Fashion Design Degree from the Santa Catarina State University. It aims to examine the phenomenon of transmedia storytelling as a strategy for fashion communication in the pandemic context. The methodological design included a literature review, and the analysis of the campaign of the first line of sustainable products of the Italian brand Gucci, called Gucci Off The Grid, from the perspective of the convergence culture and based on the seven principles of the transmedia storytelling formulated by Jenkins (2009). As a result, it was verified that the analyzed campaign built storytelling broad enough to be explored in more than one media, successfully relating most of the principles of transmedia storytelling.]]></p></abstract>
<kwd-group>
<kwd lng="pt"><![CDATA[Narrativa Transmidiática]]></kwd>
<kwd lng="pt"><![CDATA[Estratégia]]></kwd>
<kwd lng="pt"><![CDATA[Publicidade]]></kwd>
<kwd lng="pt"><![CDATA[Moda]]></kwd>
<kwd lng="pt"><![CDATA[Gucci]]></kwd>
<kwd lng="en"><![CDATA[Transmedia Storytelling]]></kwd>
<kwd lng="en"><![CDATA[Strategy]]></kwd>
<kwd lng="en"><![CDATA[Advertising]]></kwd>
<kwd lng="en"><![CDATA[Fashion]]></kwd>
<kwd lng="en"><![CDATA[Gucci]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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</article>
