Comunicare i beni di lusso: nuovi significati e nuovi valori

Author/s Annalisa Pavone, Sabrina Pomodoro
Publishing Year 2006 Issue 2005/99 Language Italian
Pages 13 P. File size 37 KB
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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: