European luxury fashion brand advertising and marketing relating to nostalgia

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• dc.contributor.author Ok, Pelin
• dc.date.accessioned 2023-01-23T07:26:37Z
• dc.date.available 2023-01-23T07:26:37Z
• dc.date.issued 2019
• dc.description.abstract 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.
• dc.format.mimetype application/pdf
• dc.identifier.citation Ok P. European luxury fashion brand advertising and marketing relating to nostalgia. Studies in Communication Sciences. 2019;18(2):307-24. DOI: 10.24434/j.scoms.2018.02.007
• dc.identifier.doi http://dx.doi.org/10.24434/j.scoms.2018.02.007
• dc.identifier.issn 1424-4896
• dc.identifier.uri http://hdl.handle.net/10230/55365
• dc.language.iso eng
• dc.publisher Swiss Association of Communication and Media Research -- Faculty of Communication, Culture and Society. Università della Svizzera italiana
• dc.relation.ispartof Studies in Communication Sciences. 2019;18(2):307-24
• dc.rights Copyright (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.en
• dc.rights.accessRights info:eu-repo/semantics/openAccess
• dc.rights.uri http://creativecommons.org/licenses/by-nc-nd/4.0/deed.en
• dc.subject.keyword Luxury fashion advertising
• dc.subject.keyword Luxury brand characteristics
• dc.subject.keyword Nostalgia
• dc.subject.keyword Brand heritage
• dc.subject.keyword Emotional branding
• dc.subject.keyword Semiotics
• dc.subject.keyword Narrative transportation theory
• dc.title European luxury fashion brand advertising and marketing relating to nostalgia
• dc.type info:eu-repo/semantics/article
• dc.type.version info:eu-repo/semantics/publishedVersion