Brand and advertising in “family portrait”: youth on the scene

In order to evaluate the extent in which the Dolce & Gabbana brand proposes youth as a value, in printed advertising with “family portrait”, this paper treats the role of brands in contemporary discussing the notion of “culture-world”; it presents aspects of periodization of life across multiple historical periods and the semiotic analysis, from the perspective of Peirce’s semiotics, of an advertising piece. The relevance of this paper is to show that youth is a way of life that extends to and is keeping up with the luxury and the new family compositions.