奢侈品杂志广告视觉传播的新特点——以《Vogue》的中文版为例

New Features of Luxury Magazine Advertising in Visual Communication——A Case Study of Chinese Version of "Vogue"

唤起受众对精美和享乐的向往是奢侈品广告的追求。近些年,奢侈品的杂志广告除了延续经典的广告3B原则外,已经出现了一些新的视觉传播特征。百年时尚杂志《vogue》中文版2007—2012年的文本,为我们提供了绘画性、后现代性、民族性、亚文化、自然化和男色化这六个方面有关奢侈品杂志广告的视觉新特性,也为我们从视觉传播角度入手探索奢侈品广告背后的历史文化逻辑提供了依据。

The mission of the luxury goods advertising is to arouse in the audience the yearning for the exquisite and hedonistic desire. Recent years has witness some new visual communication features of luxury magazine advertising in addition to the continuation of the classic advertising 3B principle. Chinese versions of century-old fashion magazine ＂Vogue＂（2007--2011 ） present new visual features of luxury magazine ads in six aspects ： painterly, post-modern, ethnic, sub-cultural, naturalized, male- erotic. Also under examination in the paper is the historical and cultural logic behind luxury goods advertising from the perspective of visual communication.