Corpus ID: 40416265

The Appeals Of Luxury Advertising: An Application Of Taylor's Six-Segment Message Strategy Wheel

@inproceedings{James2011TheAO,
  title={The Appeals Of Luxury Advertising: An Application Of Taylor's Six-Segment Message Strategy Wheel},
  author={W. James},
  year={2011}
}
The primary purpose of this study was to further expand upon Taylor’s Six-Segment Message Strategy Wheel and provide the communication research community with insights into luxury brand advertising. Using content analysis and Taylor’s message strategy wheel, this research analyzed 317 ads across multiple print publications between January of 2009 and October of 2010. The results concluded that ego was the most frequent appeal used in both a recession and economic growth for all luxury business… Expand
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