奢侈品牌在跨文化传播中的视觉修辞

以“中国新年”符号为例

Translated title of the contribution: Visual Rhetoric of Luxury Brands in Cross-Cultural Communication: In the Case of "Chinese Lunar New Year" Symbols

Na Zhao, Fanke PENG

Research output: Contribution to Newspaper/Magazine/BulletinArticle

Abstract

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".
Original languageChinese
Pages18-19
No.14
Specialist publicationYouth Journalist
Publication statusPublished - 2019

Fingerprint

Cross-cultural Communication
Visual Rhetoric
Luxury
Symbol
New Year
Subsistence
Persuasion
Product Design
Marketing
Misunderstanding
Luxury Goods
Rhetoric
Pig

Cite this

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abstract = "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{"}.",
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奢侈品牌在跨文化传播中的视觉修辞 : 以“中国新年”符号为例. / Zhao, Na; PENG, Fanke.

In: Youth Journalist, No. 14, 2019, p. 18-19.

Research output: Contribution to Newspaper/Magazine/BulletinArticle

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AU - PENG, Fanke

PY - 2019

Y1 - 2019

N2 - 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".

AB - 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".

M3 - Article

SP - 18

EP - 19

JO - Youth Journalist

JF - Youth Journalist

SN - 1002-2759

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