Tiffany & Co., Cartier and Bulgari— An Analysis of Print Luxury Jewellery Advertisements
Historically known to be savoured by the selected few, luxury products are famous for not only their immaculate designs and artistry, but also how they make their possessors feel once they are put on and the messages they convey to others who see them. Luxury is not defined by what the product is, b...
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Erciyes University
2019
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oai:doaj.org-article:df5f75e62e404b4bbf294011b244f56a2021-12-02T12:19:11ZTiffany & Co., Cartier and Bulgari— An Analysis of Print Luxury Jewellery Advertisements1308-31982667-581110.17680/erciyesiletisim.482425https://doaj.org/article/df5f75e62e404b4bbf294011b244f56a2019-01-01T00:00:00Zhttps://dergipark.org.tr/tr/pub/erciyesiletisim/issue/42719/482425https://doaj.org/toc/1308-3198https://doaj.org/toc/2667-5811Historically known to be savoured by the selected few, luxury products are famous for not only their immaculate designs and artistry, but also how they make their possessors feel once they are put on and the messages they convey to others who see them. Luxury is not defined by what the product is, but rather what kind of an experience the product offers and what meaning the brand symbolises. Hence, these pieces of fine jewellery have ceased to be a way to accessorise outfits, they have become status and wealth symbols in their own right. Therefore, luxury products also provide satisfaction in the sense that their users feel good and accomplished for having access to these items. Being able to be a member of the elite group of consumers who are able to afford such extravagances; the people who have added, and continue to add, such jewellery pieces to their collection do so not only because they can, but because doing so elevates their status, rendering it unnecessary for such iconic jewellery houses as Tiffany & Co., Cartier and Bulgari to have to rely on overt communication techniques in their print ads to capture the attention of their consumers. In this light, this article will focus on print advertisements by Tiffany & Co., Cartier and Bulgari for their iconic jewellery pieces with regard to the techniques used such as symbolism, intertextuality, and polysemy, and include a short analysis for each advertisement by the author.Yonca İrmak PeltekoğluErciyes Universityarticleluxurytiffany & co.cartierbulgarijewelleryadvertisementsymbolismi̇ntertextualitypolysemycovert communicationsostensive communicationstiffany & co.cartierbulgarilüksmücevhertakıreklamsembolizmmetinlerarasılıkçokanlamlılıkörtülü reklamaçık i̇letişim teknikleriCommunication. Mass mediaP87-96ENTRErciyes iletişim Dergisi, Vol 6, Iss 1, Pp 573-586 (2019) |
| institution |
DOAJ |
| collection |
DOAJ |
| language |
EN TR |
| topic |
luxury tiffany & co. cartier bulgari jewellery advertisement symbolism i̇ntertextuality polysemy covert communications ostensive communications tiffany & co. cartier bulgari lüks mücevher takı reklam sembolizm metinlerarasılık çokanlamlılık örtülü reklam açık i̇letişim teknikleri Communication. Mass media P87-96 |
| spellingShingle |
luxury tiffany & co. cartier bulgari jewellery advertisement symbolism i̇ntertextuality polysemy covert communications ostensive communications tiffany & co. cartier bulgari lüks mücevher takı reklam sembolizm metinlerarasılık çokanlamlılık örtülü reklam açık i̇letişim teknikleri Communication. Mass media P87-96 Yonca İrmak Peltekoğlu Tiffany & Co., Cartier and Bulgari— An Analysis of Print Luxury Jewellery Advertisements |
| description |
Historically known to be savoured by the selected few, luxury products are famous
for not only their immaculate designs and artistry, but also how they make their
possessors feel once they are put on and the messages they convey to others who
see them. Luxury is not defined by what the product is, but rather what kind of an
experience the product offers and what meaning the brand symbolises. Hence, these
pieces of fine jewellery have ceased to be a way to accessorise outfits, they have
become status and wealth symbols in their own right. Therefore, luxury products
also provide satisfaction in the sense that their users feel good and accomplished
for having access to these items. Being able to be a member of the elite group of
consumers who are able to afford such extravagances; the people who have added,
and continue to add, such jewellery pieces to their collection do so not only because
they can, but because doing so elevates their status, rendering it unnecessary for
such iconic jewellery houses as Tiffany & Co., Cartier and Bulgari to have to rely on
overt communication techniques in their print ads to capture the attention of their
consumers. In this light, this article will focus on print advertisements by Tiffany &
Co., Cartier and Bulgari for their iconic jewellery pieces with regard to the techniques
used such as symbolism, intertextuality, and polysemy, and include a short analysis
for each advertisement by the author. |
| format |
article |
| author |
Yonca İrmak Peltekoğlu |
| author_facet |
Yonca İrmak Peltekoğlu |
| author_sort |
Yonca İrmak Peltekoğlu |
| title |
Tiffany & Co., Cartier and Bulgari— An Analysis of Print Luxury Jewellery Advertisements |
| title_short |
Tiffany & Co., Cartier and Bulgari— An Analysis of Print Luxury Jewellery Advertisements |
| title_full |
Tiffany & Co., Cartier and Bulgari— An Analysis of Print Luxury Jewellery Advertisements |
| title_fullStr |
Tiffany & Co., Cartier and Bulgari— An Analysis of Print Luxury Jewellery Advertisements |
| title_full_unstemmed |
Tiffany & Co., Cartier and Bulgari— An Analysis of Print Luxury Jewellery Advertisements |
| title_sort |
tiffany & co., cartier and bulgari— an analysis of print luxury jewellery advertisements |
| publisher |
Erciyes University |
| publishDate |
2019 |
| url |
https://doaj.org/article/df5f75e62e404b4bbf294011b244f56a |
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AT yoncairmakpeltekoglu tiffanycocartierandbulgariananalysisofprintluxuryjewelleryadvertisements |
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