User:Angierosendo/Luxury goods
Introduction:
Luxury goods often have special luxury packaging to differentiate the products from mainstream competitors. The way they design their special luxury packaging is they use a deign to attract consumers of higher stays and they also use more complex words or as known as fancy words. While for the lower class they use not so fancy design and use more common words to attract lower class consumers.[1]
Scope of the Term:
With increasing accessibility to luxury goods, new product categories have been created within the luxury market, called "accessible luxury" or "mass luxury". These are meant specifically for the middle class, sometimes called the "aspiring class" in this context. Because luxury has now diffused into the masses, defining the word has become more difficult. Also when naming luxury products they will use more of the late-acquiring phonemes for the more expensive products, while people would use early-acquired phonemes for more basic/affordable products.[2]
Art History:
Though often verging on the meaningless in modern marketing, "luxury" remains a legitimate and current technical term in art history for objects that are especially highly decorated to very high standards and use expensive materials. They also use the word "Authentic" to let the consumer know tat it's handmade or they use the best possible material they have to be able to make this product.[3]
Advertising:
A rather small group in comparison, the wealthy tend to be extremely influential. Once a brand gets an "endorsement" from members of this group, then the brand can be defined as a true "luxury" brand. An example of different product lines in the same brand is found in the automotive industry, with "entry-level" cars marketed to younger, less wealthy consumers, and higher-cost models for older and more wealthy consumers. Since they want to market towards the younger generation they will have have actors around their age in their ads or advertising and have some type of trend that is going on in modern day into their advertising to also attract their attention, if they want to attract a certain gender they could use words/language that associate with that gender specifically and show that certain gender mostly. In a article Called "Gendered Voices in Children's advertising" by Johnson and Young has researched ads and how advertisers would market a certain gender using language and what gender actor they will use. [4]
Luxury Brands:
Furthermore, these brands must deliver - in some meaningful way - measurably better performance. What consumers perceive as luxurious brands and products change over the years, but there appear to be three main drivers: (1) a high price, especially when compared to other brands within its segment; (2) limited supply, in that a brand may not need to be expensive, but it arguably should not be easily obtainable and contributing to the customers' feeling that they have something special; and (3) endorsement by celebrities, which can make a brand or particular products more appealing for consumers and thus more "luxurious" in their minds. Two additional elements of luxury brands include special packaging and personalization. These differentiating elements distance the brands from the mass market and thus provide them with a unique feeling and user experience as well as a special and memorable "luxury feel" for customers. However, the concept of a luxury brand is now so popular that it is used in almost every retail, manufacturing, and service sector. Moreover, new marketing concepts such as "mass-luxury" or "hyper luxury" further blur the definition of what is a luxury product, a luxury brand, or a luxury company. They can do the same thing when advertising in luxury good like if they're market a certain age, they should use actors around a certain age. If they market a luxury good that is really expensive they should use more longer and complex words instead of using the common words to sound more luxurious. If it involves food they should also still use more longer and complex words and should include more healthier ingredients that. [5]
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References[edit]
- ^ Freedman and Jurafsky, Joshua and Dan (2018). "Class Distinctions in Potato Chip Advertising" (PDF). Class Distinctions In Potato Chip Advertising. 11: 46–54 – via JSTOR.
- ^ Pathak, Calvert, and Velasco, Abhishek, Gemma, and Carlos (May 18, 2017). "Evaluating the impact of early- and and late-acquired phonemes on the luxury appeal of brand names". Macmillan. 24 (6).
{{cite journal}}: CS1 maint: multiple names: authors list (link) - ^ Freedman and Jurafsky, Joshua and Dan (2018). "Class Distinctions in Potato chip Advertising" (PDF). University of California Press. 11: 46–54 – via JSTOR.
- ^ Johnson and Young, Fern and Karren (December 2002). "Gendered Voices in Children's Television Advertising". Research Gate. 19: 461–480 – via Critical Studies in Media Communication.
- ^ Freedman and Jurafsky, Joshua and Dan (2011). "Class Distinctions in Potato Chip Advertising" (PDF). Class Distinctions in Potato Chip Advertising. 11: 46–54 – via JSTOR.