A semiotic comparison of the story-telling of Western and Asian luxury forms of living by market communication

François Bobrie ()
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François Bobrie: IAE Poitiers - Institut d'Administration des Entreprises (IAE) - Poitiers - UP - Université de Poitiers = University of Poitiers, Axe 2 (2011-2016) : « Marchés, Cultures de consommation, Autonomie et Migrations » (MSHS Poitiers) - MSHS de Poitiers - Maison des sciences de l'homme et de la société de Poitiers - UP - Université de Poitiers = University of Poitiers - CNRS - Centre National de la Recherche Scientifique

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Abstract: Luxury Brands and Products are supposed global, targeting an elite group of wealthy segments of societies from West to East. Indeed, if the brand names, the logotypes and the trade dress of the luxury products seem identical worldwide, a close semiotic analysis of their manifestations in the various texts of the market communication disclose strong differences between countries and cultural areas. This paper is built on the theory of the "Planes of immanence" (Fontanille, 2008), scrutinizes how identical brands (level N) which are written on a packaging (N+1), and/or an object (N+2), integrated in a commercial text, incuding digital media, (N+3) are featuring similar or different practices (N+4), personal strategies (N+5) and forms of living experienced or just imagined (N+6), according to the location of the communication. To test the relevance of this hierarchy of planes of immanence to a full understanding of the "language of market", we compare a set of six global notorious luxury brands (2 French cosmetics, 2 Cognacs, 2 Swiss watches) between European Union and East Asia luxury market place

Keywords: forms of living; branding of luxury goods; planes of immanence; interculturality (search for similar items in EconPapers)
Date: 2015-05-25
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Published in 2nd International Congress of Numanitie, May 2015, Kaunas, Lithuania

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01390982

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