ARTIFICATION IN LUXURY BRAND MARKETING: A COMPREHENSIVE LITERATURE REVIEW

This study conducts a thorough literature review to analyze the marketing strategy of "Artification" in luxury brands. Artification, involving the infusion of artistic elements into marketing, significantly shapes luxury brand narratives and identities. Investigating its impact on crucial marketing concepts, including luxury brand experiences, reputation, heritage, experiential value, and customer experiences, the research delves into Artification's theoretical underpinnings and its evolution within marketing discourse. By synthesizing a diverse array of studies, the paper establishes how luxury brands strategically utilize art to transcend conventional marketing boundaries. Art emerges as a powerful lever, enabling brands to engage consumers emotionally beyond product attributes. Central to the review is the examination of how Artification influences luxury brand experiences, dissecting how artistic elements craft immersive and memorable brand encounters, thereby shaping consumer perceptions and fostering emotional connections. Furthermore, the study explores the intricate relationship between Artification and brand reputation, highlighting the strategic use of artistic codes to enhance aesthetic appeal, exclusivity, and sophistication. It also examines how Artification serves as a vehicle for luxury brands to communicate historical roots and contemporize heritage in line with evolving consumer expectations. Additionally, the research investigates how Artification enhances the experiential value of luxury, contributing to heightened sensory engagement and the creation of unique customer experiences. By infusing artistic elements, luxury brands position themselves as experience curators, transcending the transactional nature of their products. In conclusion, the literature review unveils Artification's multifaceted dimensions in luxury brand marketing, emphasizing its profound impact on luxury brand experiences, reputation, heritage, experiential value, and customer experiences. It not only provides a comprehensive overview but also sets the stage for future research endeavors. This research opens numerous avenues for deeper insights into the dynamic interplay between art and luxury brand marketing

Corpo nero come corpo alieno. Love is the Message, the Message is Death di Arthur Jafa, Fata Morgana n. 49, 2024

Arthur Jafa (Tupelo, Mississippi, 1960), winner of the Golden Lion at the 2019 Venice Art Biennale, is an African-American artist and filmmaker, who has contributed to the global affirmation of a black audiovisual aesthetic based on the body and its sonic extensions. In particular, the artist identifies the specificity of black culture in what he defines as Black Visual Intonation, by constructing the audiovisual phrasing on the temporality of Afro-American music, which configures new possibilities for a black aesthetics based on the sounding body. Starting from these premises, the essay analyzes Love is the Message, the Message is Death (2016), which intersects the modes of the essay film with those of music video, where the black visual intonation works as a kinesthetic principle of emotional revival that supports the audio-tactile continuity (Iannotta, 2017) between the film and the spectator’s body

I, robot

Article about machine translation and generative artificial intelligence published in the ITI Bulleti

La straniante tassonomia di Augusto Lanza. Modi di dire e metalinguistica nei polizieschi di Gianni Biondillo

Augusto Lanza è un collega dell'ispettore Michele Ferraro, protagonista di una serie di nove romanzi polizieschi di Gianni Biondillo pubblicati dall'editore Guanda tra il 2004 e il 2022. Lanza ha la caratteristica di non comprendere il linguaggio figurato, e ciò comporta problemi di comprensione tra i colleghi, con inevitabili situazioni comiche, che costringono a compiere processi di decostruzione di espressioni idiomatiche e metaforiche. I brani che coinvolgono Lanza sono quindi stranianti e aprono i romanzi a una dimensione metalinguistica che offre spunti di riflessione sul linguaggio figurato e sui modi di dire, con una precisa funzione narrativa e metatestuale, che rende di particolare interesse la scrittura di Biondillo e introduce un aspetto innovativo nel poliziesco italiano

Economics and Marketing of Skills. 'Pass the point of no return' in arts and tourism

After the pandemic, universities pass the point of no return towards the supply of skills, arts and tourism are in the need after the pandemic. Jobs evolve together with curricula. University stakeholders look for students and young employees, who can approach both the online and the offline customer and who can be resilient in the competitive landscape. In Milan and during the pandemic, IULM University, one of the most leading Italian universities for arts and tourism curricula in Italy, experienced lock-down with remote activities and virtual relations with firms, whose boards constantly paid attention to young students and provided them with valuable internships, typical and atypical collaborations. Soon after the pandemic, this university had an immediate and prompt recovery. In 2022, students were ready for their professional experiences in alive event organization, front and back office of hotels and cultural organizations, fundraising for culture and creativity, support to destination management and social media marketing. What was needed, as concerns a mixture of pre-pandemic and post pandemic skills. The aim of this paper is to estimate how much skills evolved and changed because of the pandemic and how much the satisfaction of students and entrepreneurs (stage tutors) is, today and after the pandemic, concerning a new match of competences in arts and tourism