Advanced Search
MyIDEAS: Login to save this paper or follow this series

Advertising in a luxury fashion magazine: a comparison between Italy and China


Author Info

  • Francesca Checchinato

    (Dept. of Management, Università Ca' Foscari Venice)

  • Cinzia Colapinto

    (Dept. of Management, Università Ca' Foscari Venice)

  • Alice Giusto

    (Research Fellow Università Ca' Foscari Venice)


In 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.

Download Info

If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
File URL:
File Function: First version, 2013
Download Restriction: no

Bibliographic Info

Paper provided by Department of Management, Università Ca' Foscari Venezia in its series Working Papers with number 5.

as in new window
Length: 19 pages
Date of creation: May 2013
Date of revision:
Handle: RePEc:vnm:wpdman:41

Contact details of provider:
Web page:
More information through EDIRC

Related research

Keywords: brand communication; Cross cultural marketing; advertising strategies; China; Italy;

Find related papers by JEL classification:

This paper has been announced in the following NEP Reports:


References listed on IDEAS
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.:
as in new window
  1. 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, University of Chicago Press, vol. 18(2), pages 243-50, September.
  2. Jean-Charles Rochet & Jean Tirole, 2003. "Platform Competition in Two-Sided Markets," Journal of the European Economic Association, MIT Press, MIT Press, vol. 1(4), pages 990-1029, 06.
Full references (including those not matched with items on IDEAS)



This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.


Access and download statistics


When requesting a correction, please mention this item's handle: RePEc:vnm:wpdman:41. See general information about how to correct material in RePEc.

For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Marco LiCalzi).

If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

If references are entirely missing, you can add them using this form.

If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

Please note that corrections may take a couple of weeks to filter through the various RePEc services.