Advertising Semiotics in the Socioeconomic Perception of Luxury Brands

Gabriela Montoya Alfonso, Heidy Alexandra Romero, Natalia Gutiérrez Rojas and Maribel García Rojas

Southern perspective / Perspectiva austral, 10.56294/pa2025190

Abstract: This review article analyzed the semiotics of luxury brands as a symbol of status, taking into account how advertising influences this context. The aim of this article is to identify how people who buy products from these brands perceive themselves, as well as how their social environment perceives them. To develop this article, a qualitative approach was used, collecting different ideas from several authors. These ideas go from the concept of luxury brands as a sign of socioeconomic distinction to their representation as an expression of the customers' needs and desires, placing these meanings within the semiotic field. In addition, the article considers how people interact with their environment through sensation and perception, when they connect luxury brands with their representation and meaning.

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Persistent link: https://EconPapers.repec.org/RePEc:dbk:perspe:v::y::i::p:2025190:id:2025190

DOI: 10.56294/pa2025190

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