The Analysis Of The Luxury Brands Advertising Communication In China

In 2009,the traditional luxury products power——the USA and Japan had suffered heavy losses, but China's mainland luxury goods market increased in spite of the adverse situation. The foreign media referred China as the"Luxury Paradise". As China's violent economic development and consumer demands for luxury goods increased year by year. Nowadays , China became the world's second largest luxury consumer just second to the USA and Japan. Some analysts have predicted that China may become the world's largest consumer of luxury goods. Nevertheless, the domestic public opinion has held controversial attitudes to luxury goods consumption since the luxury brands just accessed to Chinese markets in 1990s——the powerful demonstration of the great rejuvenation of China; rooted in the complex Chinese dream;not rich but luxury——this self-contradictory and complex"luxury attitude"requires the objective evaluation and professional ideology rational research.Since luxury consumption has been an economic phenomenon in China in recent years, the scholars have launched academic studies on luxury goods, but the research on luxury brand communication is only a tiny part of them,especially focusing on the characteristics of China's luxury market and researching the brand communication with the features of the whole luxury industries. This paper begins with the brand advertising (communication) of the top 5 luxury brands in 2009 publicized by Forbes, constructs that the ultimate purpose of luxury advertising communication is delivering dreams beyond the product information——dreams and visions become the eternal theme. The luxury brand advertising communication follows the process——generated by a symbol of the orderly combination of potential ideology and values,through the celebrity endorsement and meaning transfer process, finally, completes the brand resonance effects with consumers. Furthermore, this paper analyzes many cases on the spread of brand advertising, indicates the basic advertising communication model of luxury brands. Based on the communication model, this paper summarizes the luxury brand communication regularities in China, concludes that the basic regularity is——from the safe and functional aspects of brands ,brand communication must not deviate from brand experience;from the psychological aspects of brands, communication can be deviated from the brand experience. Specific rules——security level: brand communication strives to avoid security information; functional level: brand communication should confirm to the product features; psychological level: brand communication efforts to sublimate psychological feelings. Furthermore, in this analysis foundation, this paper tries to provide useful suggestions on Chinese luxury brand building and management from the brand communication perspective on the in-depth analysis of the Chinese luxury goods market.