Luxury magazine ads describe the story hrough a series of advertising pictures or parody literature masterpiece approach, most of the luxury use the “value-added symbol of society ” and “value-added experiential psychological ” as the main appeal point, and the product itself the “functional value” is weakened or obscured. In the creation of advertisement context , more and more image elements, dramatic techniques, the stage set style is extensively used among the magazine’s ads
Dolce & Gabbana English idyllic theme of advertising is more like a vision of the pastoral life painting that people looking forward to, youth models playing farmers wearing a big fur hat or wearing a gauzy scarf; wearing a classic plaid shirt and double Tuck coat, all looks very sincere, serious and directly staring at the reader, time seems frozen at the moment, so that readers feel that they have returned to the dream of the past at this moment. The background color shows a feeling of deep nostalgic, the clothing color of the model is also reserved but also full of life: blue, dark red grid, navy, brown, white and so on, with the perfect farming props — horses and dogs near the village, Perfectly reproduced the past classic and tradition. In the light of this, the advertisement shows that we did indeed lose something in the course of industrial modernization and some of the classic and traditions have disappeared; yet our commodities have miraculously preserved them in a world of artisanal craftsmanship which retains the authenticity and charm in of yesterday in today’s life. Perhaps the most fundamental motivation for this is to set a stable starting point for the “self-recovery” in ever-evolving self – though the only ones that can be used are broken fragments of memories, unsustainable intentions, and consistent clichés in popular magazines. But in doing so, the commodity itself remained static, guarding the “everlasting” values and turning the commodity into a heavy anchor to stabilize a floating self-consumption.
Through tracing the cultural history of the brand, advertiser connect the products to the existent values in the heart of the audience, use historical allusions, allegory stories and heroic legends as advertising elements, present the cultural status of brand inheritance and open up a channel for the audience to the past nostalgia classics or future ideal society. This reinvention of tradition contains many cultural implications, but the most important of these are: People realize that a non-stop consuming self can not be mentally satisfied without its connection to the past . Because of this, the ads put the tensions between the past and the present in the pseudo-traditionalist theory to resolve it. The task of advertising visual communication art is not to chase away the passing years, but to find the traces left by the passing years. Instead of passively recalling the unnecessary thoughts, the memories should be made into a formidable innovation force. The artist Cornelius once said: “Even if it is a moment of summon the thoughts of the past, it should be as to embrace distant colorful colors.” “Now” slowly losing its shape, gradually losing its voice, it turned into a ‘ Past, ‘while the blinking image and the whisper of the’ past ‘are invaluable for the’ present ‘