1. Speaking and Listening (Specialist Research Project) Individual Presentation Peter 25/May/2013

2. Topic & Subject Areas  Fashion Icon  Cultural studies & Branding and marketing Identity of celebrity Identity of brand Reciprocal Altruism

3. Bingbing Li (Cultural Studies)  Special charisma: mature, noble, tradition and mysterious.  Resident Evil: Retribution (made 300 billion US dollars)  Charity institution-L.O.V.E  Contracted with Gucci in 2009, and became the spokesperson in the worldwide  Title page of Vogue

4. Gucci (Cultural Studies)  Founded by Guccio Gucci in Florence in 1921  Luxury brand, generous, graceful and luxurious  Contracted with celebrities in the world  Promote the concept instead of promoting the brand “Gucci is a growing and dynamic business which prides itself on the spirit and professionalism of its employees worldwide” (Gucci 2012) “Gucci is selling the concept instead of the products” (Gucci 2012)

5. Reciprocal Altruism (Branding &Marketing)  Two magnificent identities match together  Bingbing “stands on” Gucci, and promote herself  Gucci “use” Bingbing to promote their concept and product  Psychology of “pursue success”  Mentally, make common close enough to “success”

6. Thank you for listening