988246
Description
Flashcards by Charlotte Holland, updated more than 1 year ago
|
Created by Charlotte Holland
almost 10 years ago
|
|
| Question | Answer |
| Louis Vuitton - Campaign Launch Date | 2007-now |
| Louis Vuitton - Campaign Advertising Agency | Ogilvy and Mather |
| Louis Vuitton - Campaign Photographer | Annie Leibovitz |
| Louis Vuitton - Campaign Money | Angelina Jolie earned around $10 million many celebs donated what the earned to charity LVMH devotes over 10% of annual sales to promotion and advertising |
| Louis Vuitton - Campaign Marketing and Promotion | not "mass advertising" only showed ads in newspapers and magazines - image ads, not "aggressive" sales ads L'invitation Du Voyage w. David Bowie - audio visual advert/short film campaign mostly consists of posters of world class celebs on their own journeys |
| Louis Vuitton - Campaign Background and Context | one of the oldest fashion houses (est. 1854) luxury brand uses exceptional personalities mainly print based ads |
| Louis Vuitton - Campaign Audience Targeting | celebs in ads - give consumers a social reference group that they're part of a group of celebs creativity, HQ, exclusivity, craftsmanship, precision + premium pricing extra psychological benefits like prestige and a sense of high status that they're part of a group of a select few. |
| Louis Vuitton - Campaign Audience Response | Reception Theory - Stuart Hall Preferred - if i own a LV item i can experience what the celebs experience. Buy the bag to feel like a celeb Negotiated - nice idea but a bit show offish Oppositional - LV is v. overpriced and you can't go on a journey w. a bag - load of rubbish |
| Louis Vuitton - Campaign Keith Richards Ad (Rolling Stones) | in a hotel/on tour - iconography of rock&roll journey through the decades-he's at the end of it been on a journey to the depths of addiction and back infamous for behaviour on + off stage representation - shows private side - theatrical? LV = about private depths not public appearance both v. unique - can't replicate LV or Richards Richards is inimitable/vintage/global -same w. LV what is Richards looking at? text excludes audience (exclusivity?) more than 1 side to LV- luxury baggage/hidden depths 2 sides to photo: Keith Richards, guitar - rock&roll LV, tea, books - sophisticated |
| Louis Vuitton - Campaign Sally Ride, Buzz Aldrin and Jim Lovell Ad | California, looking up at space - reminiscing famous for making breakthroughs in space Ride+Aldrin - been on a journey through space - arguably most famous journeys of 20th century sitting on hood of old truck - looks genuine, not looking at camera, what are they looking it? if i had an LV bag maybe I'd know... Aldrin walked on moon 45 years ago - ad marked 40th anniversary of Apollo 11 Icar travel bag = named after greek hero who flew too close to the sun continues LV strategy of older spokespeople "a homage to these great travellers" - Antoine Arnault "travel is an emotional experience, a process of self discovery" "some journeys change mankind forever" LV has made history in the fashion world AND these people have made history out of this world |
| Louis Vuitton - Campaign Angelina Jolie Ad | boat in Cambodia (significant setting for Joie) public, spiritual and ethical journey - genuine? began to rebrand herself - away from Lara Croft appearing in ad changes public perception bag in ad = one she's had for 6 years, no longer on sale - LV relaunched it - bag has been on its own journey w. her her and bag juxtapose the setting younger than the other ads this ad made every newspaper/headline also in Elle and Vogue etc |
| Louis Vuitton - Environment | LV constantly innovate to sustainably reduce impact of its activity on environment many ads - filmed in pure/untouched areas - connects w. ideology of protecting environment HOWEVER travel and protecting the environment don't exactly link carbon emissions rose by 7% between 2011-12 |
| Louis Vuitton - 'Spirit of travel' | close up shots shows product centres on brand at the end v. slow no dialogue - subtitles 90sec - more like a short film Why would LV make this? v. unique/ bespoke experimental/unconventional film shown in cinema, not TV challenge conventions of typical fashion ads selling more of a lifestyle than a product |
Want to create your own Flashcards for free with GoConqr? Learn more.