Lust Rhetoric Of Luxury Advertisement

The demand for luxury goods is getting greater and greater,and the academic community has also paid more and more attention to this field. The current studies about luxury consumption focused on conceptual research, market compartment, motivation of consumption and brand marketing. Via certain mass media, luxury advertisement transmit information of luxury brand to propagate and enhance brand image, thus luxury brand could establish mutual relationship with audience. Actually, as an important form of mass media, luxury advertisement didn't get due recognition. To a great extent, brand culture is designed and created by advertisement. The consumers couldn't understand the brand culture from the first sight, they get it only when luxury advertisement shows the life style and value orientation what the brand suggests in a immediate and direct way. By this way, the advertisement will make the target-consumers accept the cultural feeling which is designed for them and quickly admit the value of the brand.Because luxury advertisement is so important in luxuries marketing, it causes many disputes. In the classic, Christian and early modern ideology, luxury is criticized by morality, it fulfills the lust of luxurious pleasure, develops the femininity, impairs the traditional virtue and corrupts people's mind, body and family. By now, the sound of criticism still exists, and the luxury advertisement is the area which is criticized the most. They think the luxury advertisement develops the desire for luxuries, at the same time, many scholars think that the market is not complete with luxuries. They think the increase of gap between the rich and the poor definitely divides the markets and customers into three parts: the high level, the medium level and the low level, and the different characters of the three parts form different stratums, so the luxury advertisement is just a tool used to propel the trend forward.In the base of the background, this article uses semiology, rhetoric and other tools to make overall and objective research on luxury advertisement. This article is not just about the external phenomenon, but about the deep meaning of luxury advertisement. The purpose of this article is to explain the impact that luxury advertisement makes on the social and economic development, the driving affect for Chinese"new middle income class", and the phenomenon of dislocation in different stratums which is caused by indebted consumption.