Journal title SOCIOLOGIA DEL LAVORO
Author/s Annalisa Pavone, Sabrina Pomodoro
Publishing Year 2006 Issue 2005/99 Language Italian
Pages 13 P. File size 37 KB
DOI is like a bar code for intellectual property: to have more infomation click here
Below, you can see the article first page
If you want to buy this article in PDF format, you can do it, following the instructions to buy download credits
FrancoAngeli is member of Publishers International Linking Association, Inc (PILA), a not-for-profit association which run the CrossRef service enabling links to and from online scholarly content.
New luxury is not related to status symbol anymore, but to values characterized by self-referred meanings. It appears, therefore, as the sublimation of individual choices directed to one’s fulfilment. Two different dynamics of luxury emerge. One, downward, is focussed on the esthetic/emotional valorisation of commodities and is addressed to a wide range of consumers, even though for sporadic purchases. The other, upward, is a synonym of exceptional and tailor made goods, as well as handcrafts masterpieces, and is a privilege of an extremely narrow target. A qualitative analysis of advertising campaigns shows that the communication strategies of a traditional market such as jewellery has embraced new languages and values, after considering emergent behaviours and targets, especially young people and men.
Annalisa Pavone, Sabrina Pomodoro, Comunicare i beni di lusso: nuovi significati e nuovi valori in "SOCIOLOGIA DEL LAVORO " 99/2005, pp , DOI: