THE ADVERTIISNG OF Louis Vuitton

NAME:LISHU

NUMBER:20080102057

Where will life take you

This 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 copy

What is a journey?

A journey is not a trip.

It's not a vacation.

It's a process. A Discovery.

It's 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 people's 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 Although the way "out of date" to ensure that the brand is very good value and privacy.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 Vuitton's 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 product, may one day have the ability to choose will be the first time to select Louis Vuitton. This is the Louis Vuitton brand strategy.

                   

Wenxueyuchuanmeixueyuan

Advertising

Lishu

20080102057

第二篇：lv核心价值广告

这是一则lv的核心价值广告lv这一品牌最早是由十九世纪的法国杰出设计大师路易威登所创最初销售皮箱包等，在一个世纪后成为箱包和皮具领域的世界第一品牌而lv的创始人路易威登的人生经历则在一开始为这一品牌注入了她的核心价值即为“旅行精神”广告伴随着沧桑悠远的背景音乐，开篇将画面从中国的某一江南水镇开启，依次出现了一个清晨感悟自然的外国男人，一个垂首沉思的女人，沙漠中一个身着西装，却手中拿着皮鞋，赤脚在沙漠中向着烈阳行走的男人，这一段由水转入旱，由细腻转入粗犷，形成强烈的空间对比，之后再次进入中国的水镇……空间上，广告就是这样在世界的各个地方不断变换着。然而在不断变换的空间中，我们同时还能发现年代的交叉穿梭，广告中出现过古旧的小巷，中世纪绅士一般的背影，被风吹动的书，相爱的恋人，霓虹加错的现代都市夜景，水族馆，荒凉公路上作画的人，等等众多复杂，静谧，却一闪而过的画面，乍一看来，让人不明所以，摸不着头脑，然而当我们沉下心来欣赏，就会发现，这些错综穿插的空间和时间，好比是一个履历沧桑的行者一生的所见所闻所感，而这，恰恰就是lv要表现的核心价值——旅行精神。广告由众多的短暂画面拼接而成，在柔美厚重，具有法国式浪漫的背景音乐下又如行云流水，自然而然的使毫无关联的时间，空间，景物，人物接洽、融合，这种融合并非生硬的合并，细心看去，会发现每个场景都有着气质上的共性——缓慢、经典、时尚、暗雅。这与lv百年来的文化沉淀完全契合，在不言中，犹如老人那慈爱目光的凝注，以一种深邃不容致否的态度，向我们传达着lv那百年来的经典，诉说着不朽的传奇。同时，画面中又用不断浮现的诗歌一般唯美的文字在迷乱又规律，经典亦时尚的的时间空间中，向我们娓娓道来了lv核心价值的真正内涵。什么是旅行``？旅行不是一次出游也不仅是一次假期那是一次过程，一个发现是一个发现自我的过程一次旅行让我们直面自己旅行展示给我们的不仅是这个世界还有其中的我们是我们创造了旅行```？抑或是旅行造就了我们```？生命本身就是一场旅行生命会引领你去向哪里```？通篇广告节奏舒缓，厚重而不失灵气，观后，画面让人感觉荡气回肠，而配乐之精良，更是让人觉得余音绕梁，久久不绝于耳。种种这些，足以体现广告制作者对lv品牌价值的深刻理解，以及他们的用心和努力！以上这就是我对lv核心价值广告的评析与鉴赏。