European luxury fashion brand advertising and marketing relating to nostalgia
This research seeks to examine how European luxury fashion brands use nostalgia in their advertising and marketing, and the benefits of using nostalgia by analyzing selected adverts from Vogue magazine. The research adopts Narrative Transportation Theory, aims to create a model which develops Van Laer, de Ruyter, Viscanti and Wentzels’ (2014) “Extended Transportation-Imagery Model”, and provides managerial implications. Qualitative content analysis of imagery was conducted to analyze 60 adverts of five luxury fashion brands between 2010–2016. This research offers a different product category to investigate for nostalgia literature: luxury fashion brands’ advertising, a different cultural context: European luxury fashion brands, and examines luxury fashion brand characteristics within the adverts’ narratives by semiotics discipline. Research identifies how nostalgia theme was used in these adverts, provides an understanding among the themes, and adverts’ analysis in terms of luxury brand characteristics, narrative, and semiotics.
Copyright (c) 2019 Pelin Ok
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
The electronic contributions in the Internet are distributed under the "Creative Commons Attribution – NonCommercial – NoDerivatives 4.0 International" - License (CC BY-NC-ND 4.0). This license allows others to share the work in any medium or format with an acknowledgement of the work's authorship and initial publication in [name of journal]. However, the work may not be altered or transformed and it may not be used for commercial purposes. These conditions are irrevocable. The full text of the license may be read under http://creativecommons.org/licenses/by-nc-nd/4.0/deed.en