在英文字典里，奢侈是Luxury、Luxus，形象点，就是“力士”品牌的英文名。其实，Luxus是一个拉丁词，原意指“极强的繁殖力”，后演变为浪费、无节制。大部分欧洲语言都吸收了这个概念，确切地说，该词用以描述在各种商品的生产和使用过程中超出必要程度的费用支出及生活方式的某些方面。
奢侈品资源是天然资源中的一种。一个城市不管是由国外还是国内的取得这项资源时,奢侈品都会产生笑脸而使得安定的人民变得快乐。而奢侈品 能够产生多少笑脸基本上是取决于城市内是不是有市场。
It was only a year or so ago that the concept of affordable luxury meant a Coach bag, Tiffany bauble or Starbucks latte. Since then, the recession has defined splurging downward to the price level of a can of soda, pack of gum or candy bar.
That is why many marketers of those prosaic products are still spending like it's 2007 when it comes to advertising. For instance, both Coca-Cola and Pepsi-Cola recently came out with new campaigns, as did several gum brands, among them Ice Breakers.
Another case in point is the confectionery behemoth Mars, which is introducing a major campaign for its best-selling candy brand, Snickers, that is centered on a make-believe language called Snacklish.
"Our competitive set is moving ahead, so we can't afford to pull back," said Carole Walker, vice president for integrated marketing communications at the Mars Snackfood U.S. division of Mars in Hackettstown, New Jersey
The Snickers campaign, by the New York office of TBWA/Chiat/Day, is being rolled out in stages. The initial phase, which gets under way this week, includes outdoor ads and content on the Snickers Web site (snickers.com) as well as Facebook.
Television commercials are scheduled to begin appearing next week. And there will be more content on snickers.com in the spring, including a way to translate regular language into the Snickers lingo.
Snacklish is a humorous way of speaking that revises everyday words and phrases for a Snickers-centric world. To underscore their origin, they are printed in the typeface and colors of the Snickers brand logo.
责任编辑：八月骄阳
