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.
You did a great job analysing this piece and finding a deeper meaning. Looking at it for the first time makes me think of envy immediately but I would of not thought about lust being a part of this advertisement and you did a good job connecting it to the audience. I also like that you say they have a fashion knowledge instead of cultural knowledge and I agree with you that this advertisement has a limited and exclusive audience since not everyone can afford it. Good job Abbott Brosiah!
ReplyDeleteHey Abbott! You did a well job on explaining what the picture shows on the surface with the color choice and all that artsy talk, and the deeper meaning with how the bag is positioned between the two women. And just to add on to the BIG picture, I noticed a slight difference the two women, the one on the left is positioned to have her leg up which some may call scandalous because she's wearing such a short skirt which can be further adding to lust part of the ad. Also for the audience, it is tight and small group of people. (btw they aren't dressed very fashionably, just saying). Buen trabajo Abbott!
ReplyDeleteGood job Abbott! I like your organization because it was very clear and easy to read (unlike mine, sorry!). I think you could have used a couple more sentences describing the little picture. For the big picture, I really liked how you discussed the audience, and the explanation of why the ad represents lust. And, maybe it's just me, but maybe, instead of being close friends or sisters, the women are the same person? Like the product is so amazing that one person is torn between using it or displaying it? I do think that your analysis was very well-written though. Great job!
ReplyDeleteI really like your analysis of this advertisement and all the cool things that you picked up on. I think that the correlation you made about the bag being something so valuable that two friends would fight over was really cool and connects to problems in our society on materialistic things and ideals. I also thought you did a great job of establishing the audience and going into detail on it. Great job!!
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