表达与物欲向往 _ 二度空间中的奢侈品传播研究 _ 以《Vogue》的中文版《服饰与美容》为例.pdfVIP

论 文 摘 要 在全球经济互相渗透、中国经济不断发展的今天，中国成为了奢侈品的主要输入地 之一，截至2009年，中国已经成为全世界第二大奢侈品消费大国，然而形成巨大反差 的是中国本土能跻身世界奢侈品行列的商家却几乎集体缺位。在中国经济增长导致对高 端消费品的需求持续增长的同时，中国人的消费与生活方式正日益被享受和自我发展型 所取代。追求时尚与形象、展现个性与发展自我正逐渐成为新一代消费者的愿望与需求。 奢侈品作为高附加值的特殊商品在发达国家已经有非常成熟的传播机制，作为奢侈 品进驻中国的最主要的广告媒介——时尚杂志也随之涌入了人们的视野。这些在二度空 间中传播品牌形象、缔造时尚神话的装帧精美的纸媒便成为了广告传播的经典文本。 基于此，本文选择了被奉为时尚圣经的百年时尚杂志《Vogue》的中文版《服饰与 美容》作为典范文本，从奢侈品的溯源特征、时尚杂志的议程设置、时尚杂志广告的创 意表现规律、近年出现的广告新特征、奢侈品广告的局限、以及中外广告案例的比较等 六大方面进行了论述，从传播学、设计学、心理学等角度解读大量的广告实例并辅以相 关的问卷研究和访谈，希望能为国内立志于成为奢侈品的商家提供文化上的启示与设计 上的启发。 关键词：奢侈品；视觉叙事；神话逻辑；符号化现实；后现代 III ABSTRACT ABSTRACT AABBSSTTRRAACCTT With the economic globalization and the accelerate development of Chinese economic today, China has become one ofthe major importing countries of luxury.By the year of 2009, China has become the second largest luxury consumption country. However, rarely few native brands were ranked among in the international stage. China’s GDP growth leads to more requirements of luxury goods. At the same time, Chinese people have developed new life style that respected life’s pleasure and self development. Pursuing fashion and image, showing personality and self development have been gradually becoming the wishes and requirementsofnewconsumers. As highly added-value goods, developed countries have built mature dissemination mechanisms to advertise luxury. While as the most important media, fashion magazines began to influx into our vision. These nicely bound magazines that publicize the brands throughtwo dimensional spaces andcreatefashion myths has been regardedasthe classic. According to the above, this essay will take the Chinese edition of magazine Vogueas an example. Using the knowledge of Communication, Designing and Psychology, it will talk about numbers of