European luxury fashion brand advertising and marketing relating to nostalgia

This research seeks to examine how European luxury fashion brands use nostalgia in their advertising and marketing, and the benefits of using nostalgia by analyzing selected adverts from Vogue magazine. The research adopts Narrative Transportation Theory, aims to create a model which develops Van La...

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Detalhes bibliográficos
Autor: Ok, Pelin
Formato: artículo
Estado:Versión publicada
Fecha de publicación:2019
País:España
Recursos:Varias* (Consorci de Biblioteques Universitáries de Catalunya, Centre de Serveis Científics i Acadèmics de Catalunya)
Repositorio:Recercat. Dipósit de la Recerca de Catalunya
OAI Identifier:oai:recercat.cat:10230/55365
Acesso em linha:http://hdl.handle.net/10230/55365
http://dx.doi.org/10.24434/j.scoms.2018.02.007
Access Level:acceso abierto
Palavra-chave:Luxury fashion advertising
Luxury brand characteristics
Nostalgia
Brand heritage
Emotional branding
Semiotics
Narrative transportation theory
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spelling European luxury fashion brand advertising and marketing relating to nostalgiaOk, PelinLuxury fashion advertisingLuxury brand characteristicsNostalgiaBrand heritageEmotional brandingSemioticsNarrative transportation theoryThis research seeks to examine how European luxury fashion brands use nostalgia in their advertising and marketing, and the benefits of using nostalgia by analyzing selected adverts from Vogue magazine. The research adopts Narrative Transportation Theory, aims to create a model which develops Van Laer, de Ruyter, Viscanti and Wentzels’ (2014) “Extended Transportation-Imagery Model”, and provides managerial implications. Qualitative content analysis of imagery was conducted to analyze 60 adverts of five luxury fashion brands between 2010–2016. This research offers a different product category to investigate for nostalgia literature: luxury fashion brands’ advertising, a different cultural context: European luxury fashion brands, and examines luxury fashion brand characteristics within the adverts’ narratives by semiotics discipline. Research identifies how nostalgia theme was used in these adverts, provides an understanding among the themes, and adverts’ analysis in terms of luxury brand characteristics, narrative, and semiotics.Swiss Association of Communication and Media Research -- Faculty of Communication, Culture and Society. Università della Svizzera italiana202320232019info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfapplication/pdfhttp://hdl.handle.net/10230/55365http://dx.doi.org/10.24434/j.scoms.2018.02.007reponame:Recercat. Dipósit de la Recerca de Catalunyainstname:Varias* (Consorci de Biblioteques Universitáries de Catalunya, Centre de Serveis Científics i Acadèmics de Catalunya)InglésStudies in Communication Sciences. 2019;18(2):307-24Copyright (c) 2019 Pelin Ok. Creative Commons License. This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License. The electronic contributions in the Internet are distributed under the "Creative Commons Attribution – NonCommercial – NoDerivatives 4.0 International" - License (CC BY-NC-ND 4.0). This license allows others to share the work in any medium or format with an acknowledgement of the work's authorship and initial publication in Studies in Communication Sciences SComS. However, the work may not be altered or transformed and it may not be used for commercial purposes. These conditions are irrevocable. The full text of the license may be read under http://creativecommons.org/licenses/by-nc-nd/4.0/deed.enhttp://creativecommons.org/licenses/by-nc-nd/4.0/deed.eninfo:eu-repo/semantics/openAccessoai:recercat.cat:10230/553652026-05-29T05:05:01Z
dc.title.none.fl_str_mv European luxury fashion brand advertising and marketing relating to nostalgia
title European luxury fashion brand advertising and marketing relating to nostalgia
spellingShingle European luxury fashion brand advertising and marketing relating to nostalgia
Ok, Pelin
Luxury fashion advertising
Luxury brand characteristics
Nostalgia
Brand heritage
Emotional branding
Semiotics
Narrative transportation theory
title_short European luxury fashion brand advertising and marketing relating to nostalgia
title_full European luxury fashion brand advertising and marketing relating to nostalgia
title_fullStr European luxury fashion brand advertising and marketing relating to nostalgia
title_full_unstemmed European luxury fashion brand advertising and marketing relating to nostalgia
title_sort European luxury fashion brand advertising and marketing relating to nostalgia
dc.creator.none.fl_str_mv Ok, Pelin
author Ok, Pelin
author_facet Ok, Pelin
author_role author
dc.subject.none.fl_str_mv Luxury fashion advertising
Luxury brand characteristics
Nostalgia
Brand heritage
Emotional branding
Semiotics
Narrative transportation theory
topic Luxury fashion advertising
Luxury brand characteristics
Nostalgia
Brand heritage
Emotional branding
Semiotics
Narrative transportation theory
description This research seeks to examine how European luxury fashion brands use nostalgia in their advertising and marketing, and the benefits of using nostalgia by analyzing selected adverts from Vogue magazine. The research adopts Narrative Transportation Theory, aims to create a model which develops Van Laer, de Ruyter, Viscanti and Wentzels’ (2014) “Extended Transportation-Imagery Model”, and provides managerial implications. Qualitative content analysis of imagery was conducted to analyze 60 adverts of five luxury fashion brands between 2010–2016. This research offers a different product category to investigate for nostalgia literature: luxury fashion brands’ advertising, a different cultural context: European luxury fashion brands, and examines luxury fashion brand characteristics within the adverts’ narratives by semiotics discipline. Research identifies how nostalgia theme was used in these adverts, provides an understanding among the themes, and adverts’ analysis in terms of luxury brand characteristics, narrative, and semiotics.
publishDate 2019
dc.date.none.fl_str_mv 2019
2023
2023
dc.type.none.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.none.fl_str_mv http://hdl.handle.net/10230/55365
http://dx.doi.org/10.24434/j.scoms.2018.02.007
url http://hdl.handle.net/10230/55365
http://dx.doi.org/10.24434/j.scoms.2018.02.007
dc.language.none.fl_str_mv Inglés
language_invalid_str_mv Inglés
dc.relation.none.fl_str_mv Studies in Communication Sciences. 2019;18(2):307-24
dc.rights.none.fl_str_mv http://creativecommons.org/licenses/by-nc-nd/4.0/deed.en
info:eu-repo/semantics/openAccess
rights_invalid_str_mv http://creativecommons.org/licenses/by-nc-nd/4.0/deed.en
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
application/pdf
dc.publisher.none.fl_str_mv Swiss Association of Communication and Media Research -- Faculty of Communication, Culture and Society. Università della Svizzera italiana
publisher.none.fl_str_mv Swiss Association of Communication and Media Research -- Faculty of Communication, Culture and Society. Università della Svizzera italiana
dc.source.none.fl_str_mv reponame:Recercat. Dipósit de la Recerca de Catalunya
instname:Varias* (Consorci de Biblioteques Universitáries de Catalunya, Centre de Serveis Científics i Acadèmics de Catalunya)
instname_str Varias* (Consorci de Biblioteques Universitáries de Catalunya, Centre de Serveis Científics i Acadèmics de Catalunya)
reponame_str Recercat. Dipósit de la Recerca de Catalunya
collection Recercat. Dipósit de la Recerca de Catalunya
repository.name.fl_str_mv
repository.mail.fl_str_mv
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