Crafting Extraordinary Stories: Decoding Luxury Brand Communications

Abstract

Advertising is central to creating brand meaning by endowing brands with symbolic values and embedding them within their broader sociocultural context. This study analyzes how the symbolic meaning of luxury brands is constructed in print advertisements. In particular, the study shows how brand communications of luxury brands systematically differ from those of premium and mass-market brands. Through a comparative analysis of thematic and formal characteristics of 208 print advertising campaigns consisting of about 1,700 individual ads from the primary advertising campaigns of four luxury brands, four premium brands, and four mass-market brands, this study identifies three distinguishing factors of luxury brand communication: enrichment, distancing, and abstraction. First, luxury brand advertising enriches the communication content by using more complex campaign templates that make more frequent use of symbolism, rhetorical structures, and storytelling. Second, luxury brand advertising systematically uses distancing techniques, such as temporal, spatial, social, and hypothetical distancing. Third, luxury brand ads use higher-level discourses that allow for different interpretations of brand advertisements. Therefore, this study provides insights into the construction of brand identity in the luxury field, as well as the broader sociocultural construction of luxury and the evolution of its core symbolic constituencies.

Supplemental Material

A supplemental online appendix containing seven figures is available on the publisher's website at https://doi.org/10.1080/00913367.2019.1641858.

Additional information

Notes on contributors

Hannes Gurzki

Hannes Gurzki (PhD, Technische Universität Braunschweig) is a research fellow, Department of Services Management, Technische Universität Braunschweig.

Nadia Schlatter

Nadia Schlatter (MA, University of St. Gallen) is a research fellow, Department of Services Management, Technische Universität Braunschweig.

David M. Woisetschläger

David M. Woisetschläger (PhD, University of Münster) is a professor, Department of Services Management, Technische Universität Braunschweig.