Luxury brand advertising in Argentina: Changes following import restrictions

Abstract

This study explores how the change of an economic policy affects advertising practices in Argentina. A content analysis of luxury brand ads placed in fashion magazines in Argentina was conducted to investigate changes in the ads in the wake of the import restrictions. The data supports the notion that some ads reflect societal changes. After the restrictions, ads were more likely to be factual, less likely to convey emotional messages, and ad appeals tended to be simple. Additionally, findings indicate that ads used different visual cues to evoke stronger exclusivity, luxuriousness, and global feelings. Ad components that are deeply rooted in local cultures, however, were not influenced by the restrictions.

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