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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)

Abstract

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.

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File URL: http://virgo.unive.it/wpideas/storage/2013wp5.pdf
File Function: First version, 2013
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Paper provided by Department of Management, Università Ca' Foscari Venezia in its series Working Papers with number 5.

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Length: 19 pages
Date of creation: May 2013
Date of revision:
Handle: RePEc:vnm:wpdman:41
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More information through EDIRC

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

Find related papers by JEL classification:

  • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
  • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
  • N30 - Economic History - - Labor and Consumers, Demography, Education, Health, Welfare, Income, Wealth, Religion, and Philanthropy - - - General, International, or Comparative

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References listed on IDEAS
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  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, Oxford University 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, vol. 1(4), pages 990-1029, 06.
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