Louis Vuitton Commercial Analysis

Louis Vuitton Commercial AnalysisThe Louis Vuitton mercantile describes a wide range of optics from India, china and France (Duncan 2008) that commences the real essence of kick the bucket and the move through t single go trying to simultaneously explore the sure meaning of the word go. The opthalmics argon backed by textual messages aimed at answering What is a trip? (Paris 2008) against a soulful tuneful score. The mercantile in itself seeks to sell the Louis Vuitton set across 13 nations rather than a particular collection (Duncan 2008). The position that only the monogram is shown in the advertizement bears testimony to the same. With regard to the target audience, the commercialized message targets all young neckrs of prodigality and travel in particular and lovers of feel in general. Most of the travelers in the video argon young spate although the local crowd is made up of people of all ages. The commercial sought to capture beautiful moments that trave l with wholeness beyond physiological journey. The goal was to plug into Louis Vuittons brand sexual love in assisting its clients to achieve true pleasure and luxury during journeys in particular and across life in general in accordance with brand values of luxury and travel. The advertisement is 90 seconds in direction to allow it to convey the true and fatty essence of travel as a process of both uncovering and self-discovery as per the head of communications at Louis Vuitton, Antoine Arnault (Brent 2008). Through a conclave of visuals, tuneful score and subtitles, the video effectively communicates the same and reveals the brands passion for providing luxury to its customers as they journey through life.The Journey commercial by Louis Vuitton relies on the use of numerous visual techniques including slow trend, particular(a) effects, selective cogitate through telephoto lenses, blurring, silhouetting, lens break and superimposition. The commercial is a visual marvel created by Bruno Aveillan (Duncan 2008). According to the Louis Vuitton press release the advertisement captures those quintessential travel moments where our dispositions and consciousness of awe are surpassed by the absolute dish antenna of a place, of a moment (Duncan 2008). The same is essentially true of closely visuals in the commercial. The visuals endeavor to evoke a sense of awe and a sense of serenity in the viewer through depiction of the passion and art of travel (Duncan 2008) using a range of visual tools and techniques. iodine can see a whole range of close-ups to provide tenseness on the feelings of travelers when witnessing a moment that surpasses expectations and their love for travel. Most of the skirts use school depth of field or focus on a refined area of frame to guide viewers attention to the specific object glass or person of interest (Brown 2012, 61). For instance, in an over the shoulder cock of a traveler dressed in white, the focus is entirely o n him with the rest of the frame blurred out. In addition to a foreground, mid-ground and background, nearly frames rely on the use of glass as unrivaled of the planes, which, in turn, allows one to see reflections of objects that are not a part of the frame as a fourth degree. Most of the camera angles are at eye level with little psychological manipulation of the viewer on that front. Selective blurring seems to be set upd in post production and special effects work. The insertion of certain reflections can seem to be the conduce of special effects. The camera is positioned in m each frames to create lens flare which again curtails proper display of well-nigh visual content succession serving as an aesthetic and pleasing visual technique. Lastly, slow motion towards the end of the commercial is another classic technique used to enhance the beauty of a momemt (Brown 2012, 73). The commercial does not depict many visuals of Louis Vuitton products still showing the famous lo go and the classic LV de manse. Through the pickax of visuals, the brand effectively moderates the viewer back to its history establishing itself as a luxury travel brand (Lindstrom 2005, 125). The visuals span three nations namely, India, China and France enabling the advertisement to attain global appeal in consonance with its goal of serving as an effective global ad campaign. In scathe of motif, the commercial uses certain signs and symbols to reinforce its textual content. The first is the use of light, specially sunlight. As a signifier, the light usually connotes wisdom, knowledge and power. The use of sun, the fountain of all life, foreshadows the answer to the question raised by the commercial. In the beginning, the characters are in darkness, like the viewer deciphering the answer to the query posed by the advertisement. The characters become progressively more lit as the commercial progresses. A second signifier is the use of mist, haze, fog and even blurring, all of which point a sense of mystery. This can suggest the sense of intrigue one experiences during travel along with the viewer lack of clarity about where the commercial leave take him at its onset. A third important sign is pee again a sign of sustenance and life and a sign of purity. The first subconscious reader response to water helps to drive the answer, that the journey is life, more meaningful. The second response connects to the purity of the moments of awe during travel and the true passion for travel. The characters are themselves dressed and positioned in ways that distinctly segregates them from the surround establishing them as outsiders. Moreover, they are more glamorous than others in their environment reinforcing the luxury value of the brand. In totality, the choice of visuals helps to establish a sense of beauty attached to travel and a true love for change of location. Visuals capture ones bliss during moments that surpass awe while journeying, and the need t o treat life as ones most fascinating journey.The aural technique used in the Louis Vuitton commercial is background score or music. The score for the commercial was represent by the famous music director Gustavo-Santaolalla (Terrazas 2008). Since the commercial was part of a set of advertisements catering to global television marketing for the brand, it can be analyzed on twain fronts. First is its connection to the type of musical score the brand has used in the past for its marketing. Second is the subconscious impact it has on the viewer since color and music are both aspects that influence at a thicker subconscious level. Louis Vuitton commercials in the past earn commonly relied on specifically composed Louis Vuitton sig genius music (Lindstrom 2005, 125) and this commercial is no different. As a result, the score does not have any prior randy connotations attached to it, allowing the makers to influence consumer perceptions from scratch. The music is slow and discrimin ating in congruence with the slowness and serenity of the visuals. The dominant instrument end-to-end the score is a string instrument with chimes and other wind sounds supplementing it. The commercial begins with a subtle wind instrument immediately evoking a sense of mystery and drawing the viewer into the commercial from its onset. Slow chimes are frequently associated with feelings of pleasantness (Meyer 2008, 87). The string instrument then strikes an even deeper emotional connect through louder and isolated notes. The same rhythm repeats throughout the advertisement merely reinforcing the Conduplicatio journey and an attempt to decipher its true meaning throughout the advertisement. Moreover, the repetition helps to remember the advertisement even after viewing, through production of deep memory traces that play a crucial role in consumer decision-making (Wells 1997, 241). In addition to music, the absence of diegetic sounds also draws viewer attention to the commercial. S ounds such as a books pages turning due to the winds, kids shouting as they run, the sound of water splashing are all absent from the commercial though some of the visuals are in close up. This lack of sound also makes one pay attention to what is being shown in the advertisement. In totality, the soothing nature of the musical score coupled with its repetitive rhythm reinforces the nature of visual content and brings the viewer into an introspective mood. The lack of diegetic sounds further make one notice the visuals by not reinforcing their content.A third dominant face of the commercial is the use of subtitles that appear across the duration of the commercial. The commercial begins by raising the question, What is a Journey? It then begins to add one layer of meaning over another to fully answer the question and terminates with the divine revelation that journey is life itself (Paris 2008). The advertisement, however, ends with another question Where will life take you? (Paris 2008). The word journey is used throughout the video as a Conduplicatio or a repeated keyword pulling out important ideas from sentences and reinforcing them in other sentences (Farnsworth 2011, 7). The process of repetition enhances the probability that viewer attention will be centered towards the repeated word at some give of viewing (Wells 1997, 241). The word life again finds a similar tangible exertion as it is repeated in the final two phrases of the commercial. The words journey and life are the prime takeaways of a viewer from the video. These two signifiers are aimed at signifying the Louis Vuittons passion for enabling its consumers to discover places and themselves as they traverse the journey of life.Overall, the advertisement uses emotional transfer to link the brand with emotions one experiences upon viewing the commercial (Kenny 2005, 72). The attempt is to evoke ones passion in living and traveling and directly transfer it to a passion for making Louis Vuitton br and a lifetime partner along ones journeys. This transfer is achieved through a gang of subtitles, visuals and musical score. The subtitles immediately encourage the viewer to ponder upon the meaning of a journey. The visuals strive to capture those moments during travel that extend well beyond their physical existence in the minds of the travelers. They depict the blissful state one finds oneself in when witnessing such moments and that such moments are not confined to vacation destinations alone. The musical score reinforces a sense of tranquility and awe experienced during these moments. The emotional transfer attempt becomes most visible through the final two subtitles Where will life take you? and Louis Vuitton (Paris 2008). The remainder of the commercial evokes feelings of awe and love for life. These can then be transferred to a love for a luxurious and enriched life that Louis Vuitton can help one achieve. The duration of the commercial is just apt for exploring the mean ing of a journey. The advertisement effectively communicates the passion of Louis Vuitton for providing its consumers with a luxurious lifestyle along their journey of life.