IDEAS home Printed from https://ideas.repec.org/a/ibn/ijbmjn/v11y2016i9p265.html
   My bibliography  Save this article

Linguistic and Symbolic Elements in Luxury Fashion Advertising: A Qualitative Analysis

Author

Listed:
  • Cesare Amatulli
  • Giovanni Pino
  • Manuela Iodice
  • Robert Cascio

Abstract

This research investigates the use of English in luxury fashion print advertising, which continues to be the main channel to communicate new luxury fashion collections and products. The research aims to find cultural adaptations from the original Anglo-Saxon country to the target country. Further, this research examines the use of images in fashion magazines and, in particular, their capacity to deliver brand personality and aesthetics by creating a narrative engagement. By analyzing thirty print advertisements from U.S. and Spanish life-style magazines using the semiotic approach, checking for linguistic differences, and employing a robust, cross-cultural qualitative analysis, the authors conclude that each linguistic element in an advertisement may invoke an underlying message that can be comprehended by the majority of consumers, and that language selection itself can have a strong symbolic meaning.

Suggested Citation

  • Cesare Amatulli & Giovanni Pino & Manuela Iodice & Robert Cascio, 2016. "Linguistic and Symbolic Elements in Luxury Fashion Advertising: A Qualitative Analysis," International Journal of Business and Management, Canadian Center of Science and Education, vol. 11(9), pages 265-265, August.
    • Handle: RePEc:ibn:ijbmjn:v:11:y:2016:i:9:p:265
    as

    Download full text from publisher

    File URL: http://www.ccsenet.org/journal/index.php/ijbm/article/download/59727/33396
    Download Restriction: no
    File URL: http://www.ccsenet.org/journal/index.php/ijbm/article/view/59727
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Jean-Noël Kapferer & Vincent Bastien, 2009. "The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands," Post-Print hal-00786813, HAL.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Zaif Alexandra & Cerchia Alina Elena, 2019. "The Importance of Integrating Digital Marketing within the Sales Strategy of Luxury Brands," Risk in Contemporary Economy, "Dunarea de Jos" University of Galati, Faculty of Economics and Business Administration, pages 119-127.
    2. Megehee, Carol M. & Spake, Deborah F., 2012. "Consumer enactments of archetypes using luxury brands," Journal of Business Research, Elsevier, vol. 65(10), pages 1434-1442.
    3. Koivisto, Elina & Mattila, Pekka, 2020. "Extending the luxury experience to social media – User-Generated Content co-creation in a branded event," Journal of Business Research, Elsevier, vol. 117(C), pages 570-578.
    4. Gurzki, Hannes & Woisetschläger, David M., 2017. "Mapping the luxury research landscape: A bibliometric citation analysis," Journal of Business Research, Elsevier, vol. 77(C), pages 147-166.
    5. Sarah Putri Kinanti, 2018. "The Effects of Luxury Firm Level Within the Luxury Industry on the Level of Corporate Social Performance," International Journal of Business and Administrative Studies, Professor Dr. Bahaudin G. Mujtaba, vol. 4(6), pages 280-293.
    6. Guillet de Monthoux, Pierre, 2015. "Art, Philosophy, and Business: turns to speculative realism in European management scholarship," European Management Journal, Elsevier, vol. 33(3), pages 161-167.
    7. Loureiro, Sandra Maria Correia & Araújo, Cristiano Mineiro Branco de, 2014. "Luxury values and experience as drivers for consumers to recommend and pay more," Journal of Retailing and Consumer Services, Elsevier, vol. 21(3), pages 394-400.
    8. Wilfred Amaldoss & Sanjay Jain, 2015. "Branding Conspicuous Goods: An Analysis of the Effects of Social Influence and Competition," Management Science, INFORMS, vol. 61(9), pages 2064-2079, September.
    9. Ronald J. Degen, 2010. "The success of luxury brands in Japan and their uncertain future," Working Papers 52, globADVANTAGE, Polytechnic Institute of Leiria.
    10. Shukla, Paurav & Banerjee, Madhumita & Singh, Jaywant, 2016. "Customer commitment to luxury brands: Antecedents and consequences," Journal of Business Research, Elsevier, vol. 69(1), pages 323-331.
    11. Vittoria Marino & Raffaella Montera, 2021. "Online Communication and Luxury Heritage Brand towards the E-HBC Matrix," International Journal of Business and Management, Canadian Center of Science and Education, vol. 14(3), pages 1-15, July.
    12. Petr Král, 2013. "Could there be a luxury brand originating from the Czech Republic? The case of Czech watchmaker manufacture Prim 1949," Central European Business Review, Prague University of Economics and Business, vol. 2013(3), pages 15-21.
    13. Raluca Ciornea & Marius Dorel Pop & Mihai Florin Bacila, 2012. "Segmenting Luxury Market Based on the Type of the Luxury Consumed. Empirical Study on Young Female Luxury Consumers," International Journal of Economic Practices and Theories, Academy of Economic Studies - Bucharest, Romania, vol. 2(3), pages 143-152, July.
    14. Pierre-Yves Donz� & Rika Fujioka, 2015. "European luxury big business and emerging Asian markets, 1960-2010," Business History, Taylor & Francis Journals, vol. 57(6), pages 822-840, September.
    15. Nick Vikander, 2011. "Targeted Advertising and Social Status," Tinbergen Institute Discussion Papers 11-016/1, Tinbergen Institute.
    16. Estrella Díaz & David Martín-Consuegra & Hooman Estelami, 2016. "A persuasive-based latent class segmentation analysis of luxury brand websites," Electronic Commerce Research, Springer, vol. 16(3), pages 401-424, September.
    17. Angy Geerts & Nathalie Veg-Sala, 2011. "Evidence On Internet Communication Management Strategies For Luxury Brands," Post-Print hal-01532821, HAL.
    18. Kirsten Cowan & Nathalie Spielmann, 2017. "The influence of rituals on luxury product consumption: implications for brands," Journal of Brand Management, Palgrave Macmillan, vol. 24(5), pages 391-404, October.
    19. Das, Manish & Jebarajakirthy, Dr Charles, 2020. "Impact of acculturation to western culture (AWC) on western fashion luxury consumption among Gen-Y consumers in the Asia-Pacific region," Journal of Retailing and Consumer Services, Elsevier, vol. 56(C).
    20. Alexandra Giuliana ANDRONIC, 2021. "Consumer Behaviour In Purchasing Luxury Goods During Economic Crises," SEA - Practical Application of Science, Romanian Foundation for Business Intelligence, Editorial Department, issue 25, pages 9-14, May.

    More about this item

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ibn:ijbmjn:v:11:y:2016:i:9:p:265. See general information about how to correct material in RePEc.

    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 CitEc recognized a bibliographic reference but did not link an item in RePEc 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 RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Canadian Center of Science and Education (email available below). General contact details of provider: https://edirc.repec.org/data/cepflch.html .

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

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.