LOUIS VUITTON'S IMPRESSIVE MARKETING COMMUNICATIONS, BRANDING AND MARKETING TRANSMEDIA, CRAFTED BY ARTIFICIAL INTELLIGENCE

Professor Christo Kaftandjiev, Ph.D.

Transmedia is the unity of marketing and mass communications.

Mass communication in this case is the artistic creation of immortal Yayoi Kusama.

Her polka dots, thanks to marketing communications, have become part of Louis Vuitton's branding (permanent style). Due to this, these dots are actively present in the various and numerous marketing communications of this company - its events, ads, the exterior and interior design of its stores, the design of its products, etc.

So, these points have also become part of the company's branding, i.e. its permanent signs - its trademark, branding font, etc.

In terms of semiotics, here the artist used two communicative approaches simultaneously - that of intertextuality and that of visual metaphor.

Intertextuality is when we use characteristics of an existing text in a new one. In this case, the artist created the new text (the various marketing actualizations of Louis Vuitton products) using Yayoi Kusama's polka dots.

The metaphor is the stylistic figure (trope) of partial transference. With its help, we transfer characteristics of one thing onto another - on the basis of similarity.

In this case, the artist, with the help of artificial intelligence, transferred Yayoi Kusama's dots onto Louis Vuitton artefacts. The similarity in this case is the high creative value of the artist and the company.

From a semiotic point of view, this also proves the strong relationship and interdependence between intertextuality as semantic concept and visual metaphor as stylistic figure.

All this proves once again the high potentials of artificial intelligence for the branding, marketing communications and marketing transmedia.

My deepest gratitude to immortal Yayoi Kusama, to all specialists, reading this article, to the artist, created these impressive images and to Louis Vuitton company!!!