A Research Of Advertising Of Luxury Brands How To Create Culture Meaning Under The Influence Of Consumer Culture

Chinese have embarked on a shopping spree for luxury goods recently. About 80% global luxury brands have come into China and it owns 16% global market share. Chinese market is showing more potential which attract more and more luxury brands attention. According the report of Ernst & Young, China will become the No.2 market in global luxury goods consumption in 2o15. Compare to the normal commodity, luxury brands is viewed as a signal of status and wealth, and whose price, expensive by normal standards, enhances the value of such a signal.This paper is divided into 5 parts to explore and discuss how ads create culture meaning for luxury brands. In the first chapter, we discuss the luxury brands development in China and explore the reasons that resulted in an upsurge in luxury goods consumption. In the second chapter, we introduce some theories and conceptions of consumer society and consumer culture. Only take consumer society as the background of the luxury goods consumption, we can get a better understand. In the third chapter, we summarize the research of other scholars which about luxury and luxury goods and to discuss the history of luxury goods. In the fourth chapter, we explore the difference of luxury goods consumption between eastern culture and western culture, and we develop a specific prestige-seeking consumer behavior framework in order to help marketers build and monitor luxury brands. In the last chapter, reference to the model of movement of meaning which developed by McCracken, we explore the movement of meaning in the communication of luxury brands and discuss the ads how to create culture meaning for luxury brands: be viewed as a signal of status and wealth.