Advertising in a luxury fashion magazine: a comparison between Italy and China
AbstractIn the general framework of globalization and internationalization, the paper focuses on the advertising strategies adopted by top companies in the luxury sector. The article reports on the preliminary data of a study to determine the importance of local culture in advertising content by comparing Chinese and Italian ads. In particular, this research analyses the content of advertisements from Vogue, one of the most popular and influential fashion and beauty magazine, both in China and Italy: the focus is on three industries, namely clothing, cosmetics and jewellery. The selected ads of Ôproduct pairsÕ allow to shed a light on the choices in terms of communications messages and conveyed image by top brands in both countries. The content analysis points out visual and textual elements contributing to the standardization-adaptation discussion: this research reveals that strategies are both affected by the country and the product category.
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Bibliographic InfoPaper provided by Department of Management, Università Ca' Foscari Venezia in its series Working Papers with number 5.
Length: 19 pages
Date of creation: May 2013
Date of revision:
brand communication; Cross cultural marketing; advertising strategies; China; Italy;
Find related papers by JEL classification:
- M31 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising - - - Marketing
- M37 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising - - - Advertising
- N30 - Economic History - - Labor and Consumers, Demography, Education, Health, Welfare, Income, Wealth, Religion, and Philanthropy - - - General, International, or Comparative
This paper has been announced in the following NEP Reports:
- NEP-ALL-2013-06-16 (All new papers)
- NEP-CUL-2013-06-16 (Cultural Economics)
- NEP-IPR-2013-06-16 (Intellectual Property Rights)
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Rochet, Jean-Charles & Tirole, Jean, 2003.
"Platform Competition in Two-Sided Markets,"
IDEI Working Papers
152, Institut d'Économie Industrielle (IDEI), Toulouse.
- Rochet, Jean-Charles & Tirole, Jean, 2003. "Platform Competition in Two-Sided Markets," Open Access publications from University of Toulouse 1 Capitole http://neeo.univ-tlse1.fr, University of Toulouse 1 Capitole.
- Jean-Charles Rochet & Jean Triole, 2002. "Platform Competition in Two Sided Markets," FMG Discussion Papers dp409, Financial Markets Group.
- Kolbe, Richard H & Burnett, Melissa S, 1991. " Content-Analysis Research: An Examination of Applications with Directives for Improving Research Reliability and Objectivity," Journal of Consumer Research, University of Chicago Press, vol. 18(2), pages 243-50, September.
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