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ISSN : 1229-8778
This research pursues two objectives: 1) analyzing linguistic clues used in three Asian countries’ luxury brands advertisements; and 2) explaining the result based on the cultural background of three countries. Thus we collected advertisements of luxury brands cosmetics from Korean, Chinese, Japanese magazines. For analyzing linguistic clues used in three Asian countries’ luxury brands advertisements, we adopted Semantic Network Analysis (SNA). Consequently we could establish the cultural codes in each country’s advertisement. Regarding aesthetic aspect, Korea and China were showed similar tendency which emphasized ‘you’, it meant users. On the other hand, users were hidden in Japanese advertisements. Regarding technology aspect, Korean advertisement emphasized the invisible improvement from inside of skin. This was seemed to cause from Korean culture which used exaggerated expression frequently in advertisements. In the case of China, the centrality of ‘ingredient’ and ‘technology’ were high. This tendency caused from Chinese culture where only someone who has authority is admitted as speakers. Therefore, the ingredient made by technology wan frequently mentioned in advertisements. In case of Japan, they intended to obtain trust through scientific image. Accordingly, this research could provide meaningful insight to local marketing strategies of luxury cosmetic brands.
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