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When luxury advertising adds the identitary values of luxury: A semiotic analysis

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  • Anido Freire, N.

Abstract

The majority of researches on luxury focus on the behaviour and opinions of consumers and let drop the important role that advertising produces on them, as is done in this work and shown with a relational model. In addition to their commercial message, some remarkable and artistic advertisings convey the identitary values of luxury (IVL) characterizing luxury parent Houses. We list and analyze these IVL: craft production, raw materials, respect of craftsmen, their knowledge, know-how, gestures and traits of artistic genius. A semiotic and rhetoric analysis of two selected advertisings (Louis Vuitton, Hermès) allow to identify the semic richness of discursive content of symbolic images and identitary narratives of each luxury brand (“griffe”), revealing the implicit IVL. We conclude that strength and power of major luxury Houses lie in the global coherence they apply everywhere (creation, products, narratives and advertisings), reinforcing their brand image and attracting more loyal consumers.

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  • Anido Freire, N., 2014. "When luxury advertising adds the identitary values of luxury: A semiotic analysis," Journal of Business Research, Elsevier, vol. 67(12), pages 2666-2675.
    • Handle: RePEc:eee:jbrese:v:67:y:2014:i:12:p:2666-2675
    DOI: 10.1016/j.jbusres.2014.04.004
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    7. Rosenbaum, Mark S. & Ramirez, Germán Contreras & Campbell, Jeffrey & Klaus, Philipp, 2021. "The product is me: Hyper-personalized consumer goods as unconventional luxury," Journal of Business Research, Elsevier, vol. 129(C), pages 446-454.
    8. Naïade Anido Freire & Leïla Loussaïef, 2018. "When Advertising Highlights the Binomial Identity Values of Luxury and CSR Principles: The Examples of Louis Vuitton and Hermès," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 25(4), pages 565-582, July.
    9. Flores-Zamora, Javier & García-Madariaga, Jesús, 2017. "Does opinion leadership influence service evaluation and loyalty intentions? Evidence from an arts services provider," Journal of Retailing and Consumer Services, Elsevier, vol. 39(C), pages 114-122.
    10. Aurélie Kessous & Pierre Valette-Florence & Virginie de Barnier, 2016. "Luxury watch possession and dispossession from father to son: A poisoned gift? Pierre Valette-Florence, Professor, IAE de Grenoble," Post-Print hal-01472038, HAL.
    11. Nathalie Veg-Sala & Elyette Roux, 2017. "Cross-gender extension potential of luxury brands: a semiotic analysis," Post-Print hal-01735487, HAL.
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    13. 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.
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    15. Llamas, Rosa & Thomsen, Thyra Uth, 2016. "The luxury of igniting change by giving: Transforming yourself while transforming others' lives," Journal of Business Research, Elsevier, vol. 69(1), pages 166-176.
    16. Kim, Jae-Eun & Lloyd, Stephen & Cervellon, Marie-Cécile, 2016. "Narrative-transportation storylines in luxury brand advertising: Motivating consumer engagement," Journal of Business Research, Elsevier, vol. 69(1), pages 304-313.
    17. Farhad Aliyev & Taylan Ürkmez & Ralf Wagner, 2018. "Luxury brands do not glitter equally for everyone," Journal of Brand Management, Palgrave Macmillan, vol. 25(4), pages 337-350, July.
    18. Kim, Dongyoup & Hyun, Hyowon & Park, Jungkun, 2020. "The effect of interior color on customers’ aesthetic perception, emotion, and behavior in the luxury service," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    19. Nathalie Veg-Sala & Elyette Roux, 2018. "Cross-gender extension potential of luxury brands: a semiotic analysis," Journal of Brand Management, Palgrave Macmillan, vol. 25(5), pages 436-448, September.
    20. Pillai, Kishore Gopalakrishna & Nair, Smitha R., 2021. "The effect of social comparison orientation on luxury purchase intentions," Journal of Business Research, Elsevier, vol. 134(C), pages 89-100.
    21. 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.
    22. Déborah Philippe & Alain Debenedetti & Damien Chaney, 2022. "How brands mobilize status, reputation, and legitimacy cues to signal their social standing: The case of luxury watchmaking," Post-Print hal-03657352, HAL.
    23. Choi, Tsan-Ming & Liu, Na, 2019. "Optimal advertisement budget allocation and coordination in luxury fashion supply chains with multiple brand-tier products," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 130(C), pages 95-107.
    24. Anja Marie Bundgaard & Rikke Dorothea Huulgaard, 2019. "Luxury products for the circular economy? A case study of Bang & Olufsen," Business Strategy and the Environment, Wiley Blackwell, vol. 28(5), pages 699-709, July.
    25. Kim, Ha Youn & Kwon, Yoo Jin, 2017. "Blurring production-consumption boundaries: Making my own luxury bag," Journal of Business Research, Elsevier, vol. 74(C), pages 120-125.

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