An Analysis Of The Video Advertisement Content Of Luxury Brands From The View Of Brand Personality Aggregation

In the Internet era,the great change of the media environment urges innovation in commercial forms of a consumer society.People's extremely-limited attention resources are bombarded by the mass information.In this new campaign of consumption,the function of the brand is emphasized once again.However,a new challenge is posed about the effect of brand communication because of The development of network techniques.Fragmentation is one of the characteristics of the current media environment.Carriers are subdivided through its innovation process.Content,as well,is adapted to the development of carriers.From the perspective of audience,the level of information demand is being constantly raised.People become more initiative faced with so many choices through which they can achieve a better understanding of the world.However,their time for deep thinking becomes less and less.The current situation requires that the enterprise insist the consistent voice to express the core value of the brand,namely,brand personality.The trend of the fragmentation and plain expression requires the enterprise keep the logic of brand consistent through the communication process,integrate the scattered information and highlight the brand personality to consolidate its brand image in consumers' mind.The most direct result of carriers' innovation is subdivision of communication channels.Previous researches have discussed the aggregation of the brand about channels.Thus,this research mainly focuses on how the content at these different channels is in line with and works together for the brand personality.Advertisement,as one of the effective approaches of brand communication,must be devoted to long-term development of the brand.Each advertisement is not isolated.Instead,it should be used to shape a brand's personality.Therefore,based on video advertisement,this research studies features of aggregation of brand personalities in advertisements.At present,most researches about video advertisements study the effects of advertisements from the perspective of filming skills.However,the main work of this research is to do the content analysis and pay more attention to how video contentcontributes to the brand personality through the perspective of semiotic theory.The pilot survey shows that video advertisements of luxury brands can be categorized into two types: about the brand story or not.Although those advertisements not about brand story do not promote the product function directly,they are ultimately aimed to promote the product of a specific type or series.In essence,they are still advertisements of the products themselves.According to the features of this kind of advertisement,the research will mainly probe into similarities among samples,more specifically,how different advertisements of different brands can always concentrate on the expression of the core word ‘luxury'.Also,the similar features of these advertisements on the elements ‘time',‘scene',‘character',and ‘plot' will be analyzed too.The other kind of advertisement,about the brand story,is designed to convey the brand connotation,instead of speaking for a certain type of products,by telling a story related to the brand.Based on function of the narrative elements structure theory,this research will further analyze how to tell a good brand story by using the deep narrative structure symbols.In a word,this research involves different analytic logic according to the difference between two types of video advertisement.The two parts are both aimed to reveal how content symbols in luxury brand advertisements intensively express the outstanding luxury personalities.