Abstract

The luxury fashion is an important industry from both the economic and socio-cultural perspectives, since the high sales volume marks it as a crisis-proof sector, where the luxury fashion brands trigger specific cognitive, emotional, and behavioural effects on their end users. Yet, marketing and semiotics literatures still have to fully enquire into the use of multimodality in the production of advertisements. This paper explores this multimodal construction of print advertising of luxury brands, focusing on the semantic dimensions of “textual silence”. In particular, the qualitative analysis carried out by this study exemplifies how the choice between “offer” and “demand” images and their disposition as visual vectors are meant to activate specific interpretations and reactions by receivers, without resorting to written language. Besides the application of the theoretical background of multimodality to the luxury fashion industry, this paper has practical implications as well, for it develops a framework for the analysis of the advertising discourse which encompasses semiotic, linguistic and motivational aspects.

Autore Pugliese

• Amatulli Cesare

Tutti gli autori

• AMATULLI C.

Titolo volume/Rivista

Non Disponibile

Anno di pubblicazione

2015

ISSN

2239-0367

ISBN

Non Disponibile

Numero di citazioni Wos

Nessuna citazione

Ultimo Aggiornamento Citazioni

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Numero di citazioni Scopus

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Ultimo Aggiornamento Citazioni

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Settori ERC

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Codici ASJC

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