The Advertising and the Other Marketing Communications of Luxury Goods – Archetypal, Semiotic and Narrative Aspects

The semiotics and the theory of archetypal appeals are the main tools used here to analyse the advertising and the other marketing communications of luxury goods. The semantic field of the phenomenon “luxury”, based on the Anglo-Saxon thesaurus, is introduced at the beginning. The archetypal appeals of the power, light, youth, beauty and the centre in the marketing communications of luxury goods and their intercultural and postmodern interpretations are studied on the basis of this semantic filed. The concept of "beauty" from the theory of marketing narratives is examined in the next part of the article. The reason is that the admen actualise predominantly beautiful celebrities in the marketing communications of the luxury goods. The archetype of beauty is related closely with the communicative strategy "endorsement". The marketing communicators use the endorsement communicative strategy in the advertising of luxury goods very often.