Portello, Desirée (A.A. 2024/2025) The shadow of Caravaggio: chiaroscuro, color contrast and the crafting of desire in luxury advertising. Tesi di Laurea in Digital marketing, Luiss Guido Carli, relatore Matteo De Angelis, pp. 82. [Master's Degree Thesis]

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Abstract/Index

The shadow of Caravaggio: chiaroscuro in marketing. Introduction to Caravaggio’s tenebrism. Chiaroscuro and visual narration with a focus on the impact on perception. Chiaroscuro in cinema: a storytelling device. Dior’s s/s 2021 campaign seen as a modern tribute to Caravaggio’s chiaroscuro. Conclusion on why to study chiaroscuro in advertising. The use of color in advertising. Historical and theoretical overview of the use of color. Color psychology and consumer perception. Color in building brand identity. Recent empirical insights. Color and the stylistic properties of advertising images. Color in the luxury and fashion sectors. Identified gaps in the literature. Conceptual model, mediator and research hypotheses. Experimental study on light and luxury. Design and overview. Participants. Stimuli and procedure.

References

Bibliografia: pp. 74-75. Sitografia: pp. 76-77.

Thesis Type:	Master's Degree Thesis
Institution:	Luiss Guido Carli
Degree Program:	Master's Degree Programs > Master's Degree Program in Marketing (LM-77)
Chair:	Digital marketing
Thesis Supervisor:	De Angelis, Matteo
Thesis Co-Supervisor:	Pozharliev, Rumen Ivaylov
Academic Year:	2024/2025
Session:	Summer
Deposited by:	Alessandro Perfetti
Date Deposited:	23 Oct 2025 08:20
Last Modified:	23 Oct 2025 08:20
URI:	https://tesi.luiss.it/id/eprint/43490

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