The Appeals Of Luxury Advertising: An Application Of Taylor’s Six-Segment Message Strategy Wheel
نویسنده
چکیده
The primary purpose of this study was to further expand upon Taylor’s Six-Segment Message Strategy Wheel and provide the communication research community with insights into luxury brand advertising. Using content analysis and Taylor’s message strategy wheel, this research analyzed 317 ads across multiple print publications between January of 2009 and October of 2010. The results concluded that ego was the most frequent appeal used in both a recession and economic growth for all luxury business sectors. Overall, transformational appeals were used most frequently in both timeframes by all business sectors except for Fast Moving Consumer Goods. This study provided details on the application of Taylor’s message wheel and brought forth the groundwork for future studies in luxury advertising.
منابع مشابه
Fear Appeals in Anti-Smoking Advertising: How Important is Self-Efficacy?
Fear appeals are frequently used in anti-smoking advertising. The evidence on the effectiveness of fear appeals is mixed and in some studies strong fear appeals have been found to reinforce the undesirable behaviour. Individual self-efficacy may play a role in moderating the effects of fear appeals. In advertising contexts where the intention was to encourage socially desirable behaviours it ha...
متن کاملDesigning a Native Model for Assessment of the Effectiveness of Advertising
The purpose of this research was to identify and rank the factors influencing the design of the native model for assessing the effectiveness of the advertisement. Firstly, according to the research literature, the criteria and sub-criteria influencing the effectiveness of advertising have been extracted, then the Delphi triple stages were used that the panel included 20 professors and marketing...
متن کاملStrategy-aligned fuzzy approach for market segment evaluation and selection: a modular decision support system by dynamic network process (DNP)
In competitive markets, market segmentation is a critical point of business, and it can be used as a generic strategy. In each segment, strategies lead companies to their targets; thus, segment selection and the application of the appropriate strategies over time are very important to achieve successful business. This paper aims to model a strategy-aligned fuzzy approach to market segment ev...
متن کاملLuxury Tourism as a Community Economic Development Strategy in the Depleted Community of Gananoque and the 1000 Islands
This paper aims to shed the light on how the luxury tourism may serve as a community economic development strategy in the depleted communities. The purpose of the study is to identify the interests and preferences of potential tourists in the 21st century, primarily those individuals who have the time and money to spend a week visiting the 1000 Islands region, thereby contributing much more to ...
متن کاملRetail Luxury Strategy: Assembling Charisma through Art and Magic
Luxury retail strategy differs from other retail strategies not merely in distinctive formulations of product, price, distribution, and appeals to customer distinction. Instead, it increasingly stands or falls on the legitimacy of a charismatic creative director. The director offers an aesthetic brand ideology. Luxury retail draws on the principles of art and magic to assemble the charismatic p...
متن کامل