Please take a moment to complete this survey below
Library's collection Library's IT development CancelThis thesis mainly deals with the iconisation of signs and naturalization
process in order to reveal the way Samsung Galaxy S6 Edge is naturalized as a
luxury product. This thesis also involves analysis of the luxury branding concept
through the analysis of a product which conceptualizes its advertisement using the
concept of luxury identifiers. The focus of the writer’s analysis is the
advertisements themselves as the writer will use the triadic modes of signs,
naturalization process, and the concept of luxury identifiers which also involves
process of signification, and metaphor in its analysis. Those theories will help the
writer in analysing the meaning of the advertisement first, and then figure out the
aim of the luxury branding strategy in the product, then figure out how the
expressions are used in the luxury concept of advertisement. The writer analyses
the advertisement of Samsung Galaxy S6 Edge which was published in 2015. This
research uses qualitative content analysis method to describe the meaning of
qualitative materials in a systematic way. From the analysis, the writer found out
that the luxury branding strategy of Samsung Galaxy S6 Edge utilises
naturalisation process to naturalise the luxury identity of Samsung Galaxy S6
Edge which is a masstige product. Using that as a basis, the expressions in the
advertisement focus on selling the idea that Samsung Galaxy S6 Edge is a luxury
product which is an innovative idea designed for professionals and to display
superiority within the social group. In that sense, Samsung Galaxy S6 Edge aims
that the user will display social superiority within the social group through
consuming Samsung Galaxy S6 Edge in the sense that the user will be seen as a
person who is wealthy, stand out in terms of taste, and a professional who is fully
aware of the technology.