When Advertising Highlights the Binomial Identity Values of Luxury and CSR Principles: The Examples of Louis Vuitton and Hermès

Naïade Anido Freire and Leïla Loussaïef

Corporate Social Responsibility and Environmental Management, 2018, vol. 25, issue 4, 565-582

Abstract: In a controversial context, luxury houses have followed the ancestral values of artisanal production, with respect for materials, the environment, and people, thereby facilitating their current application of the principles promoted by Corporate Social Responsibility (CSR). They used to publish their CSR results in their annual reports and via their websites but can also do it implicitly through their advertisements. For the first time, the advertising creation and decoding process together with a semiotic analysis of two Louis Vuitton and Hermès advertisements bring out the semiotic wealth of the discourse of the images and the identity narratives of each label, as well as listing the implicit identity values of luxury and linking them to the various principles of CSR. Copyright © 2018 John Wiley & Sons, Ltd and ERP Environment

Date: 2018
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https://doi.org/10.1002/csr.1479

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Persistent link: https://EconPapers.repec.org/RePEc:wly:corsem:v:25:y:2018:i:4:p:565-582

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