lv广告分析.doc

THE ADVERTIISNG OF Louis VuittonNAME:LISHUNUMBER:20080102057BrandType of AdvertisementResourceThe coutryThe year of issueLouis VuittonTV advertising/programs/view/YIg0H_gqoFIFranceMarch 15, 2008Where will life take youThis is not only a Louis Vuitton in the history of the first television commercials, but also the image of its TV advertising debut in China article.Ad copyWhat is a journey?A journey is not a trip.Its not a vacation.Its a process. A Discovery.Its a process of self-discovery.A journey brings us face to face with ourselves.A journey shows us not only the world,but how we fit in it.Does the person create the journey or does the journey create the person?The journey is life itself. Where will life take you? Louis Vuitton was founded in 1854, now part of the French post-production high luxury items Moet Hennessy LouisVuitton Group. Hundred and fifty years of Louis Vuitton brand has always been to advocate refined, quality, and comfortable travel philosophy, as the starting basis for the design.the name of Louis Vuitton has now spread throughout Europe as a symbol of the best travel products.The ad advertising production company is Ogilvy advertising companies of Paris. only 90 seconds in the length of time,all of the screen, all the lenses have consciously pull slowly. Ethereal background music while supporting the long, people like freezing, water, rainbow, hazy stunning views, there are sculptures of the characters deal with the general close-up shots as a movie, quiet, indifferent. In particular the ad copy is very simple but there are flavors. At the moment, where life will lead you go? , not to mention, the audience also knows, LV like you to think in such a problem. No doubt, in the film, LV assumed the role of Enlightenment.LV TV commercials, to fashion the art of philosophical thinking to glance the performance will also be stressed that the Chinese counterparts to have been a fashion show lifestyle concept fully displayed. Ads in 90 seconds, LV only when the final target for the form to LOGO. Do not instill the concept, but definitely the finishing touch.In peoples minds, to Louis Vuitton, Dior and other big brand communication process in its use of television advertisements will not be wide audience level, low-cost brand extension model, in order to maintain the rare luxury brand and the characteristics of noble the past, luxury brands use more accordion insert, direct mail advertising, display advertisement and other publicity so tedious and traditional methods. Although the way out of date to ensure that the brand is very good value and privacy. But this just 90 seconds of advertising, there is no significant product, but through the beautiful, poetic images of sexy beauty worships money out of the cookie cutter to explain the meaning of life and travel. This is precisely against the background of the LV proud of travel goods, and his suitcase up to 150 years of manufacturing tradition, to explain the connotation of the brand philosophy and culture, let more people know about the LV.Louis Vuittons approach is to insist on doing their own brand, and the spirit of its own brand, to do something different, give us a true cultural things, and it is hoped that more people to understand concerned about the Louis Vuitton products, increase brand awareness, welcomed the spending power of those who have not yet, but there is this culture of consumer awareness or concern for the people higher than the prod