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  本文關(guān)鍵詞： 奢侈品廣告 欲望 廣告修辭 奢侈消費(fèi)　出處：《蘇州大學(xué)》2010年碩士論文　論文類型：學(xué)位論文

【摘要】： 中國市場對于奢侈品產(chǎn)品和服務(wù)的需求越來越大,理論界對奢侈品消費(fèi)這個領(lǐng)域也愈加關(guān)注。目前,理論界對于奢侈品消費(fèi)的研究集中在概念、市場區(qū)隔、動機(jī)和品牌的研究。奢侈品廣告借用一定的媒介傳播形式,廣告向受眾傳遞一些奢侈品品牌的信息,宣傳或強(qiáng)化奢侈品品牌的形象,從而建立起公眾和奢侈品品牌之間的良好關(guān)系。作為奢侈品營銷中重要的傳播形式,奢侈品廣告并沒有得到應(yīng)有的重視。事實上,奢侈品的品牌文化在很大程度上是通過廣告來設(shè)計創(chuàng)造的,由于品牌文化是無形的,在一開始,消費(fèi)者是很難從商品本身上體會到,而通過廣告將它所指向的某種生活方式或價值取向明示出來,是一種十分鮮明、直接的途徑。這樣可以讓目標(biāo)消費(fèi)者通過認(rèn)同廣告中為他們設(shè)計的文化感受,而迅速認(rèn)同品牌。 由于奢侈品廣告在奢侈品營銷方面舉足輕重的作用,它引起了很多爭議。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,它滿足了享樂的欲望,滋長陰柔之氣,損害美德,腐蝕一個人的身心及其家園。直至現(xiàn)在,這種批判余音尚存,而奢侈品廣告是當(dāng)前這股批判余音所集中譴責(zé)的領(lǐng)域,他們認(rèn)為是奢侈品廣告助長了社會的奢華風(fēng)氣,助紂為虐。也有很多學(xué)者認(rèn)為,沒有奢侈品消費(fèi)的市場不是一個健全的市場;隨著收入與細(xì)分化的差異,社會發(fā)展必然會形成高中低端市場和高中低端消費(fèi)群體,并且會出現(xiàn)以這種高中低端的消費(fèi)群體為分類特征的社會階層,奢侈品廣告只不過是這個趨勢中推波助瀾的工具而已。 基于上述背景,本文運(yùn)用符號學(xué)、修辭學(xué)等工具,以更加全面和客觀的角度來研究奢侈品廣告,不僅僅停留在奢侈品廣告的表層現(xiàn)象的探究,更想從奢侈品廣告的深層意義上進(jìn)行挖掘,解釋奢侈品廣告對于社會和經(jīng)濟(jì)發(fā)展所帶來的影響,對于中國“新中產(chǎn)階層”的推動作用,以及負(fù)債消費(fèi)所帶來的階層錯位現(xiàn)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.
【學(xué)位授予單位】：蘇州大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2010
【分類號】：F713.8;F426.8

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