Title :
Research on Speciality of the Print Ads Disseminaiton Based on SCE Attributes of the Luxury Brands
Author :
Mengxia, Zhang ; Yuefeng, Feng
Author_Institution :
Capital Univ. of Econ. & Bus., Beijing, China
Abstract :
This article aims to analyze the print advertisement of international luxury watch brands published in the well-known fashion periodicals since 2002 based on luxury brand SCE attributes theory. The research try to find a new way to explore the effectiveness of encoding and decoding in dissemination activities of luxury brand symbols.
Keywords :
advertising; watches; SCE attributes theory; fashion periodicals; luxury brands; print ads disseminaiton; print advertisement; watch; Advertising; Cultural differences; Decoding; Economics; Encoding; Media; Watches; Advertisement dissemination symbols; SCE attributes; luxury brands;
Conference_Titel :
Multimedia and Signal Processing (CMSP), 2011 International Conference on
Conference_Location :
Guilin, Guangxi
Print_ISBN :
978-1-61284-314-8
Electronic_ISBN :
978-1-61284-314-8
DOI :
10.1109/CMSP.2011.12
