A Study on the TV Commercials of Luxury Female Perfumes

DOI

10.2991/esm-16.2016.12How to use a DOI?

Keywords

Content analysis, expression patterns, TV commercial, luxury goods

Abstract

Audiences are exposed to more and more TV commercials of luxury goods, including perfumes. This paper analyzes TV commercials of female perfumes and fragrances from four luxury brands, namely Coco Chanel, Christian Dior, Lanc"me and EstŽe Lauder. By using content analysis method, This study discusses the creativity and expression patterns in the choosing of themes, spokespersons, copies, background music and etc. Finding is discussed in regard to luxury product ad.

Copyright

© 2016, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Xiuqin Zeng
AU  - Shuo Wang
PY  - 2016/08
DA  - 2016/08
TI  - A Study on the TV Commercials of Luxury Female Perfumes
BT  - Proceedings of the 2016 International Conference on Engineering Science and Management
PB  - Atlantis Press
SP  - 46
EP  - 49
SN  - 2352-5401
UR  - https://doi.org/10.2991/esm-16.2016.12
DO  - 10.2991/esm-16.2016.12
ID  - Zeng2016/08
ER  -