THE SYMBOLIC POSITIONING OF THE UNIVERSE OF LUXURY WATCHES IN THE CONTEMPORARY SOCIAL CONTEXT
Dan-Niculae PODARU Universitatea din București
Abstract
The symbolic universe that defines the luxury watch industry contains semiotic elements that define exclusively the area of traditional masculinity. These symbolic elements cultivate this type of masculinity that they emphasize and promote in contemporary society. The luxury watch industry is one of the most important players in the symbolic luxury goods market. The advertising universe of luxury watches is a hegemonic one. The article below presents the context in which the advertising of luxury watches uses the semiotic elements of the chromatic or aesthetic type, through which the materials and textures of these accessories, clothing items and fashionable elements, volumes, geometric shapes, discursive ensembles, iconic elements, as well as the suggested daily activities and narrative scenarios generate connotative chains, with an obvious resonance in the area of traditional masculinity, which they transmit, emphasize and propagate in today's society.
Keywords: semiotics, advertising, iconicity, masculinity, hegemony, watches, luxury.
