The role of advertising in shaping luxury brand meaning
(Arianna Brioschi)
Brand Culture
CONTENTS
1. °í±Þ½º·± BrandÀÇ ÀÇ¹Ì ±¸ÃàÇϴµ¥ ±¤°íÀÇ ¿ªÇÒ.
2. LuxuryÀÇ ÀǹÌ
4. Luxury Brand±¤°íÀÇ ´«¿¡ ¶Ù´Â ÁÖÁ¦µé
3. °æÇèÁÖÀÇÀû ºÐ¼®°ú ¹æ¹ý·ÐÀûÀÎ Á¢±Ù
5. °í±Þ½º·± »óÇ¥ÀÇ Áý´Ü
6. °á ·Ð & ´À³¤ Á¡
Firm
°üÁ¡
Consumers
°üÁ¡
Brioschi´Â ¾î¶»°Ô ±¤°í°¡ ȸ»ç¿Í ¼ÒºñÀÚ¸¦ ¿¬°áÇÏ´Â °ü°è¸¦ Çü¼ºÇϸé¼
Luxury brand¸¦ ¸¸µé°í ¾ç¹æÇâ °¡Ä¡¸¦ ¹ßÀü ½ÃÅ°´ÂÁö ¿¬±¸
Brand
1. °í±Þ½º·± BrandÀÇ ÀÇ¹Ì ±¸ÃàÇϴµ¥ ±¤°íÀÇ ¿ªÇÒ.
BrandÀÇ °¡Ä¡¸¦ ȸ»çÀÇ °¡Àå Áß¿äÇÑ ÀÚ»ê Áß Çϳª·Î ÀνÄ.
°æ¿µÀÚ°¡ ¸¸µé¾î³½ brand¸¦ Çؼ®ÇÏ°í,´Éµ¿ÀûÀ¸·Î ±× Àǹ̵éÀ» ¹Þ¾ÆµéÀÓ.
À¯¸í ¿¬¿¹ÀÎÀ» ÅëÇÑ ½Ã°¢Àû È¿°ú
Ư±Ç, Ǫ¸§,Æí¸®,¹®ÀÚÀû ¹¦»ç
Á¤¿ø»çÁøÀÇ
½Ã°¢Àû ¹¦»ç
2. LuxuryÀÇ ÀǹÌ
CommunicationÀÇ Àü·«: ¼ÒºñÀÚÀÇ °í±Þ½º·¯¿ò¿¡ ´ëÇÑ ÀνÄÀ» °áÁ¤ÀûÀÎ ¿ªÇÒ.
±ÃÀü ±×¸²ÀÇ ½Ã°¢Àû ¹¦»ç
V¡¦(»ý·«)
4. LUXURY BRAND±¤°íÀÇ ´«¿¡ ¶ç´Â ÁÖÁ¦µé
|
Modern/ fashion code
Contemporary, up to date, trendy
Country-of-origin code
Made in, use of foreign languages
3. °æÇèÁÖÀÇÀû ºÐ¼®°ú ¹æ¹ý·ÐÀûÀÎ Á¢±Ù
»çȸÀû ÁöÀ§ ´ë»ó
Caviar, cigar, swimming pool, tuxedo, Martini cocktail, chaise longue, pool table, sports car, sailing boats, finely dressed table
Ç°Áú ´ë»ó
Mechanisms, craftsman in his workshop that are almost exclusively used in watches advertisement
¿¹¼ú ´ë»ó
Tamara Lempicka painting, Japanese garden background, Japanese garden background, ducad¡¯Urbino etching, Botticelli¡¯s Primavera painting, Japanese dress, Art Deco interior
À¯¸í µµ½Ãµé.
Venice canal, new York skyline, Ville de Paris, Paris boulevard
¼±¹° ÁÖ´Â °ü·Ã
Christmas tree, gift box, perfume box
·¹ÀÌ½Ì /ÀÚÀ¯ °ü·Ã
Vintage racing car, F1 racing car, Mille Miglia racing car, biplane, navigation map, albatross, American ¡®s cup
4. LUXURY BRAND±¤°íÀÇ ´«¿¡ ¶ç´Â ÁÖÁ¦µé
SETTING
4. LUXURY BRAND±¤°íÀÇ ´«¿¡ ¶ç´Â ÁÖÁ¦µé
Interpersonal relationship Relevance
Product- Without person
4. LUXURY BRAND±¤°íÀÇ ´«¿¡ ¶ç´Â ÁÖÁ¦µé
Colours - Neutral sh