This article constructs a theoretical model in the luxury brand communication，which uses one-two sided information, explicitness-implicitness conclusion and perceptual-rational appeal as the independent variables，persuasion as the dependent variable，education degree as the first-level moderator, and group norm as the second-level moderator. Data were gathered through a questionnaire survey in Shanghai. The results suggest that (1) one-sided information，explicit conclusion and perceptual appeal have better persuasion effects，(2) education degree and group norm have negative moderating effects between the one-two sided information and persuasion effect，and between perceptual appeal and persuasion effect，(3) education degree has a positive moderating effect between explicit conclusion and persuasion effect，however, group norm has no significant moderating effect between the both.