Live with Chivalry: the Classical Chivas Regal Advertising Campaign
Contents
1. Introduction ………………………………………………………1
2. Background……………………………………………………….2
3. Advertising campaign of CHIVAS REGAL……………………2
4. Semiotics approach application…………………………………3
5. Perception& needs……………………………………………….5
6. Cultural Connotation of CHIVAS REGAL…………………….7
7. Self identity……………………………………………………….9
8. Branding………………………………………………………….10
9. Conclusion and limitation……………………………………….12
References…………………………………………………………..13
Appendices:
Appendix1……………………………………………………………16
Appendix2……………………………………………………………17
LIVE WITH CHIVALRY: THE CLASSICAL CHIVAS REGAL ADVERTISING CAMPAIGN
1. Introduction:
The classical CHIVAS REGAL advertising campaign and branding process will be analyzed in this study through adopting consumer behavior theories and advertising concepts to give an insight into how CHIVAS REGAL utilized perception、attitudes、images、values and culture influence on consumer behavior to be in the unbeatable position also illustrate the ways in which advertising can contribute to the organization of experience through the shaping and reflecting of our sense of reality. What will be analyzed is the cultural connotation contained in the campaigns, which is play a significant role to build a strong brand image thereby making the success of CHIVAS REGAL.
This thesis first elaborates the general information about the luxury whisky product of CHIVAS and the details about advertising campaign of CHIVAS REGAL to give a brief introduction of the content. Secondly, the advertising campaign will analyzed by semiotics theory and perceptions ideas and needs model to attaching the consumer’s resonance. The following part will explain the advertising campaign in terms of three main culture aspects and under Hofestede’s eyes regarding cultural dimension will be employed to describe it in more precisely. Subsequently, the self concept will vividly portray the advertising campaign of CHIVAS REGAL. Finally, a conceptual framework of branding
1. Introduction ………………………………………………………1
2. Background……………………………………………………….2
3. Advertising campaign of CHIVAS REGAL……………………2
4. Semiotics approach application…………………………………3
5. Perception& needs……………………………………………….5
6. Cultural Connotation of CHIVAS REGAL…………………….7
7. Self identity……………………………………………………….9
8. Branding………………………………………………………….10
9. Conclusion and limitation……………………………………….12
References…………………………………………………………..13
Appendices:
Appendix1……………………………………………………………16
Appendix2……………………………………………………………17
LIVE WITH CHIVALRY: THE CLASSICAL CHIVAS REGAL ADVERTISING CAMPAIGN
1. Introduction:
The classical CHIVAS REGAL advertising campaign and branding process will be analyzed in this study through adopting consumer behavior theories and advertising concepts to give an insight into how CHIVAS REGAL utilized perception、attitudes、images、values and culture influence on consumer behavior to be in the unbeatable position also illustrate the ways in which advertising can contribute to the organization of experience through the shaping and reflecting of our sense of reality. What will be analyzed is the cultural connotation contained in the campaigns, which is play a significant role to build a strong brand image thereby making the success of CHIVAS REGAL.
This thesis first elaborates the general information about the luxury whisky product of CHIVAS and the details about advertising campaign of CHIVAS REGAL to give a brief introduction of the content. Secondly, the advertising campaign will analyzed by semiotics theory and perceptions ideas and needs model to attaching the consumer’s resonance. The following part will explain the advertising campaign in terms of three main culture aspects and under Hofestede’s eyes regarding cultural dimension will be employed to describe it in more precisely. Subsequently, the self concept will vividly portray the advertising campaign of CHIVAS REGAL. Finally, a conceptual framework of branding