Research On The Youth Communication Of Luxurybrand Advertising

With the introduction of foreign luxury brands to China and the explosive growth of sales in recent years,the research on luxury products has gradually entered the public view.As the most direct way to convey product information,the research on advertising communication strategies of luxury brands has gradually become a hot topic in the academic circle.At the same time,with the growing of luxury sales,luxury brand owners are realizing that,under the background of the current global economic integration,how to expand more consumer market,develop potential customers,by attracting young people to luxury goods consumption to expand the market,has become a luxury brand owners face a more difficult problem.This article is through selecting the six representative of the luxury brands to through aspects such as the content of the advertisement,the channel to express how luxury brands to attract young consumers,and in this process,advertising communication strategy for how to adjust,younger advertising communication is accepted by young people,through a lot of advertising text are summarized,and the luxury brand younger spread what effects are obtained.The first part is a luxury brand advertising communication subject analysis,mainly on the definition of luxury brands,because the current market luxury brand is more,so the author combines the market influence and younger expression effect is significant factors,such as selecting the six big luxury brands as the main body,this article mainly explore the advertising examples in the article is mainly around the six brands.The second part to the luxury brand advertising content analysis,the author through a large number of advertisement case text compared to compare today's luxury brand brand advertising in the past,how change on advertisement content,mainly divided into document,print ads,video ads,etc.,as in the younger expression of AD copy,and the choice of young stars endorsement,pay attention to the interactive advertising,etc.,and youngerThe third part is the analysis of the advertising communication channels of luxury brands.Compared with the traditional media in the past,the current brand owners pay more attention to the use of multiple media to convey advertising information to young people.Such as WeChat,weibo,official website and other ways of continuous mining,advertising information is no longer just what people see in TV,magazines or newspapers.The way of transmission is younger and more suitable for young people's pace of life.The fourth part is the analysis of luxury brand advertising communication effect,in the luxury brand of young,young people will not accept,the author has carried on the questionnaire,issued 400 questionnaires for young groups,according to the contents of the questionnaire for a comprehensive evaluation of the effect of the luxury brand advertisement and found some questions are still to be solved.Based on the existing problems in the advertising communication of luxury brands,the problems in the advertising content communication of luxury brands are divided into three parts:the superficial advertising language,the assimilation of print advertising,the simplification of video advertising,the poor advertising effect in the new media environment,and the problems in the age refinement standards of consumer groups.And from the luxury brand advertising in the young people's communication strategy is discussed,put forward the expansion of consumer groups,the traditional consumption concept of deconstruction and other aspects of specific expressionFinally,the author to summarize research results and reflection,and put forward the rejuvenation of luxury brand is how to better let brand is the purpose of development in our country,expand consumer groups,even younger consumers are still unable to consume these luxuries,but the content of the advertisement is rooted in the heart,advertising younger expression effect is very good,when carries on the purchasing behavior is just a matter of time.The research significance of this thesis is to explore the communication strategy of luxury brand advertising youth.