On Audience’ Cognitive Psychology Of Luxury Goods Advertising Communication

The development of luxury goods industry is very rapid in recent years, along with theeconomical growth and the advent of mass consumption society. Now China is also usheringin its luxury consumption era. As a potential market of luxury goods, China has had80%ofall the luxury brands in the world entered its land by taking up16%of the market shares.According to a report made by Ernst&Young, one of the Big Four accounting firms, Chinawill become the second largest luxury goods market in the world in2015.Luxury goods are not consumer goods necessary for human’s survival anddevelopments, its target audience are wealthy elites in minority of the society. So the luxurygoods advertisement should highlight the dignity and uniqueness of the products throughtheir high qualities, excellent design philosophies as well as historical accumulations andcultural inheritances to create requisite halo effect, produce higher added value than theirown practical value. Luxury goods advertisements are not difficult to be found today likethem were be, though still not everywhere like public products’ advertisements. Thecommunication mode of luxury goods advertising has been changed to a great extent, whichis driven by such huge changes as happening in life-style, attitude towards lives, consumptionideas, life philosophies and the requirements for aesthetics. Luxury goods advertising beginsto extend its range of audience from the minority to the public, which provided concrete basicfor the consumption of luxury goods.Brand culture of luxury goods is very hard to be realized by audience from productsthemselves because it’s intangible, so its design and creation depend on advertising to a largeextent. Advertisement is a fresh, direct way to express certain life-style and value orientationpointed by it. Audience might begin to appropriate a brand as long as they accept the culturalexperiences designed in advertisements. Whether the contents, effects, or the ultimatepurpose of communication of it, luxury goods advertising actually set off from thepsychological desires of the audience to meet their individual needs and emotions to gaintheir adoptions, identifying and to produce psychological effects. As one of the measures ofluxury brand communication, advertising deeply affected the audience’ consumer awarenessand behavior for luxury goods. Needless to say, the communication of information of luxurygoods advertising has changed the aesthetical attitude of the audience, generated new lifeideas and enriched the audience’s consumer lives. The effect of luxury advertising communication was closely linked to the audience’scognitive psychological states, the cognitive psychological background of the audience, thephenomenon of cognitive psychology and the cognitive psychological effects all play animportant role in propagation effects. The goal of this paper is to study audience’s cognitivepsychology under the background of a consumer society, starting out from luxury advertisingcommunication, exploring the cognitive processes and psychological characters of theaudience, so as to provide effective reference for the communication of luxury advertising.