论文部分内容阅读
作为世界最大奢侈品集团LVMH旗下唯一的文化线上平台,Nowness从成立起就格外引人瞩目。它是LVMH集团七十员大军中的一员,却又因为独特的文化品位而与众不同。本文将从品牌传播的产品维度出发,综合运用文本分析和案例分析方法,考察Nowness的视频产品呈现了怎样的面貌;进一步梳理Nowness的品牌形象;并在此基础上思考Nowness与LVMH集团品牌之间的深层关联。研究指出,Nowness平台作品的深度创意体现了产品的“独特性”;匠人精神体现了产品的“先进性”;高质量系列作品体现了产品的“正宗性”;低调奢华的内涵体现了产品的“优异性”。这四个方面共同组成了一个大写的叙事,彰显了LVMH的集团精神和基础价值观。
Nowness, the only online culture platform for LVMH, the world’s largest luxury group, has drawn the most attention. It is a member of the LVMH Group’s 70-member army, but unique because of its unique cultural taste. Starting with the product dimension of brand communication, this article examines how Nowness’s video products are presented by combining text analysis and case studies, further combing Nowness’s brand image, and based on that, thinking between Nowness and the LVMH Group brand Deep relationship. The research shows that the deep creativity of the Nowness platform works embodies the “uniqueness ” of the product; the craftsmanship reflects the “advancedness” of the product; the high-quality series of works embodies the “authenticity” of the product; the low- The content reflects the product “excellence ”. These four aspects together form an uppercase narrative, highlighting the group spirit and fundamental values of LVMH.