Towards the Chinese Lunar New Year in 2019, the international luxury brands were targeting the Chinese New Year from the product design to the brand promotion. Many Chinese New Year symbols of the Chinese Year of the Pig were added. However, due to the inadequacy of the traditional Chinese customs, some marketing initiatives had cultural misunderstanding. Based on the three "rhetorical views" of visual rhetoric, this article explores the visual rhetoric of luxury goods in cross-cultural communication from the three aspects, including "persuasion view", "identification view" and "subsistence view".
|Translated title of the contribution
|Visual Rhetoric of Luxury Brands in Cross-Cultural Communication: In the Case of "Chinese Lunar New Year" Symbols
|Published - 2019