奢侈品广告的欲望修辞

发布时间：2018-01-22 04:31

本文关键词： 奢侈品广告欲望广告修辞奢侈消费　出处：《苏州大学》2010年硕士论文　论文类型：学位论文

【摘要】： 中国市场对于奢侈品产品和服务的需求越来越大,理论界对奢侈品消费这个领域也愈加关注。目前,理论界对于奢侈品消费的研究集中在概念、市场区隔、动机和品牌的研究。奢侈品广告借用一定的媒介传播形式,广告向受众传递一些奢侈品品牌的信息,宣传或强化奢侈品品牌的形象,从而建立起公众和奢侈品品牌之间的良好关系。作为奢侈品营销中重要的传播形式,奢侈品广告并没有得到应有的重视。事实上,奢侈品的品牌文化在很大程度上是通过广告来设计创造的,由于品牌文化是无形的,在一开始,消费者是很难从商品本身上体会到,而通过广告将它所指向的某种生活方式或价值取向明示出来,是一种十分鲜明、直接的途径。这样可以让目标消费者通过认同广告中为他们设计的文化感受,而迅速认同品牌。由于奢侈品广告在奢侈品营销方面举足轻重的作用,它引起了很多争议。在古典及基督教和早期近代思想中,“奢侈品”是受到道德批判的,它满足了享乐的欲望,滋长阴柔之气,损害美德,腐蚀一个人的身心及其家园。直至现在,这种批判余音尚存,而奢侈品广告是当前这股批判余音所集中谴责的领域,他们认为是奢侈品广告助长了社会的奢华风气,助纣为虐。也有很多学者认为,没有奢侈品消费的市场不是一个健全的市场;随着收入与细分化的差异,社会发展必然会形成高中低端市场和高中低端消费群体,并且会出现以这种高中低端的消费群体为分类特征的社会阶层,奢侈品广告只不过是这个趋势中推波助澜的工具而已。基于上述背景,本文运用符号学、修辞学等工具,以更加全面和客观的角度来研究奢侈品广告,不仅仅停留在奢侈品广告的表层现象的探究,更想从奢侈品广告的深层意义上进行挖掘,解释奢侈品广告对于社会和经济发展所带来的影响,对于中国“新中产阶层”的推动作用,以及负债消费所带来的阶层错位现象。
[Abstract]:The demand for luxury goods and services in the Chinese market is increasing, and the theoretical circle is paying more attention to the field of luxury consumption. At present, the research on luxury consumption is focused on the concept and market segmentation. The study of motivation and brand. Luxury advertising uses a certain form of media communication, advertising to the audience to convey some of the information of luxury brands, promote or strengthen the image of luxury brands. In order to establish a good relationship between the public and luxury brands. As an important form of communication in luxury marketing, luxury advertising has not been given due attention. In fact. The brand culture of luxury goods is to a large extent created by advertising. Because brand culture is invisible, it is difficult for consumers to realize it from the goods themselves at the beginning. However, it is a very clear and direct way to express a certain way of life or value orientation through advertising, so that the target consumers can identify with the cultural feelings designed for them in the advertisement. And quickly identify with the brand. Because of the important role of luxury advertising in luxury marketing, it has caused a lot of controversy. In classical, Christian and early modern thought, "luxury goods" is criticized by morality. It satisfies the desire for pleasure, nurtures the spirit of yin and gentleness, damages virtue, corrodes one's body and mind and their homeland. Until now, this critical sound remains. Luxury advertising is the focus of the current criticism of the field of criticism, they think that luxury advertising has contributed to the social luxury culture, conducive to torture. There are also many scholars believe. A market without luxury consumption is not a sound market; With the difference between income and fine differentiation, social development will inevitably form a high middle and low end market and high middle and low end consumer groups, and there will be such a high middle and low end consumer groups as a classification of social strata. Luxury advertising is nothing more than a tool to fuel this trend. Based on the above background, this paper uses semiotics, rhetoric and other tools to study luxury advertising from a more comprehensive and objective perspective, not just in the superficial phenomenon of luxury advertising. More from the deep sense of luxury advertising to dig, explain the impact of luxury advertising on social and economic development, for China's "new middle class" of the role of promotion. And debt consumption brought about by class dislocation phenomenon.
【学位授予单位】：苏州大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F713.8;F426.8

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