Author- Louis Vuitton
Date of Publication- April 1999
Place of Publication- France
Looking at the little picture...
One would see two women fighting for a handbag. Interestingly, both women seem to have on the same clothes (but different colors), the same hairstyle, the same style of make up on their face, and they look alike. The text is placed aside, in small monochromatic font, and doesn't interfere with the primary image. This seems to place the emphasis of the advertisement on the women, and their struggle for the handbag. In addition, there is an image filter, that intensifies the image by making it appear red.
Looking at the BIG picture...
One can see the persuasive techniques used by the advertising company, and how they correlate with the deadly sins of envy and lust. The fact that both women look strikingly similar, suggests that they are closely related (possibly sisters of friends). The woman on the right, seems to be the owner of the handbag because she has more possession of it, and is holding it as if she is defending her own product. The woman on the right seems as if she started this altercation because she wants what the woman on the right possesses - this shows the envy of the woman on the left. The advertising company draws on the lust of the audience by expressing that this handbag is something that they should want or buy because it's so valuable that two close friends will fight over it.
The audience-
This advertisement targets young and wealthy women. This is because the women in the image are dressed elegantly, with very fashionable clothing. They are also very polished, with their makeup and hair well done (in other words they look like models). The brand also suggest that the audience is of higher class and wealth because Louis Vuitton is a brand that sells items that reach $100,000, so it would only be logical if they were to advertise to those who can afford their products. I don't think the audience would have much cultural knowledge; rather, they would have a sense of fashion because it wouldn't make much sense for someone to spend such alarming prices on designer products if he or she wasn't either wealthy or a fashionable.
