• DocumentCode
    548182
  • 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
  • Volume
    1
  • fYear
    2011
  • fDate
    14-15 May 2011
  • Firstpage
    15
  • Lastpage
    19
  • 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;
  • fLanguage
    English
  • Publisher
    ieee
  • 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
  • Type

    conf

  • DOI
    10.1109/CMSP.2011.12
  • Filename
    5957364
    • Link To Document
    https://search.isc.ac/dl/search/defaultta.aspx?DTC=49&DC=548182