We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
Measuring the luxurious in advertisements: On the popularization of the luxury perfume market.
- Authors
Mortelmans, Dimitri
- Abstract
This article looks at the different cultural codes that create the luxury sign value. Research data were gathered from a sample of 1,372 magazine ads taken from six magazines, comprising twelve product categories. We deal with only three products from this sample. The analysis focuses on the construction of perfume ads. Our main hypothesis is that the image of perfume as a luxury product is lowering. Until well into the 1960s, perfumes were exclusive luxury products. Since the 1970s, however, the perfume industry has developed explosively. The article examines the effect of this boom on the construction of the perfume sign value within advertisements. A comparison is made with ads of exclusive watches on one hand and household appliances on the other hand. The results confirm the devaluation hypothesis, showing a few luxury codes combined with advertising codes regularly found in advertisements for mass consumption products.
- Subjects
LUXURIES; PERFUME advertising; SEMIOTICS in advertising; PERFUMES; ADVERTISING; CLOCKS &; watches; LUXURY goods industry; MARKETING; ECONOMICS; RELIGION
- Publication
Semiotica, 2014, Vol 2014, Issue 199, p193
- ISSN
0037-1998
- Publication type
Article
- DOI
10.1515/sem-2013-0125