A Study On The Visual Turn Of Luxury Advertising In New Communication Environment

With China’s development of socialist market economy and the growing sophistication of consumer market, more people into the luxury fanaticizing consumption tide to extricate themselves, by2011, China has more than Japan, become a former world luxury consumption power. It makes a luxury brand gradually spread global multinational centered on China, can say luxury has been to the visual marketing power, image for the construction of a luxury brand meaning than other general brand, because of the particularity of luxury goods, the exquisite binding fashion magazine has been a luxury brand advertising communication of the classic text, photography then become the major means of advertising the visual representation, and gave birth to the luxuries fashion culture and photography art combination of fashion photography-this makes the luxury advertising photography image in the visual representation of various rather representative and future.Nowadays, digital technology bring a new media revolution, this let luxury advertising photography of visual communication in a complex environment of increasingly diverse, of which the innovation of technology not only make photography technology in the image of the production and presentation on a major breakthrough, also let a vision spread into the mix media official era, fashion magazine’s supremacy is interactive, creative, shocking new and stronger media moved, this trend changed people’s traditional way of looking, fueling the advertising communication of the construction of visual consumption, also make the photography in the luxury brand visual communication of position and function is facing new circumstance. New transmission concept and the development of initiation, direct role in advertising visual representation, and through the performance of the image visual change, and can discern the visual culture spread because of the change of cultural form to promote and form.Therefore, based on the typical luxury brand image visual culture and characterization of the research, but not limited to, the cultural phenomenon itself, will you put it in the external context-form images and visual communication big practice activities, in an attempt to analyze the new communication environment, how to make better use of photography image digital technology and new media rich visual performance, and beyond the visual representation in for breakthrough, pulse of visual culture to such substantial problems.