Posted at 10.29.2018
The Louis Vuitton commercial explains a variety of visuals from India, China and France (Duncan 2008) that catches the real substance of travel and the trip through life while trying to simultaneously explore the true meaning of the word 'trip'. The visuals are supported by textual communications aimed at answering "Exactly what is a Trip? (Paris 2008)" against a soulful musical rating. The commercial in itself seeks to sell the Louis Vuitton brand across 13 nations rather than a particular collection (Duncan 2008). The fact that only the monogram is shown in the advertising campaign bears testimony to the same. With regard to the target audience, the commercial goals all young addicts of luxury and travel in particular and enthusiasts of life generally. Most of the travelers in the video recording are young people although the neighborhood crowd is composed of people of most age range. The commercial sought to fully capture beautiful moments that travel with one beyond physical quest. The target was to connect Louis Vuitton's brand passion in supporting its clients to accomplish 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 mention the "true and rich fact of travel as an activity of both finding and self-discovery" as per the head of marketing communications at Louis Vuitton, Antoine Arnault (Brent 2008). Via a blend of visuals, musical credit score and subtitles, the video tutorial effectively communicates the same and discloses the brand's enthusiasm for providing luxury to its customers as they journey through life.
"The Voyage" commercial by Louis Vuitton relies on the use of several visual techniques including poor motion, special results, selective concentrate through telephoto lens, blurring, silhouetting, lens flare and superimposition. The commercial is a aesthetic marvel created by Bruno Aveillan (Duncan 2008). According to the Louis Vuitton press release the advertisement captures those quintessential travel moments where "our senses and sense of awe are surpassed by the definite beauty of a location, of a moment (Duncan 2008). " The exact same is actually true of all visuals in the industry. The visuals try to evoke a feeling of awe and a feeling of serenity in the viewers through depiction of the "passion and art work of travel (Duncan 2008)" by using a range of visual tools and techniques. One can see a complete selection of close-ups to provide focus on the emotions of travelers when witnessing an instant that surpasses goals and their love for travel. A lot of the structures use shallow depth of field or concentrate on a small area of frame to steer viewer's attention to the specific object or person appealing (Brown 2012, 61). For example, in an in the shoulder shot of an traveler dressed in white, the concentration is entirely on him with all of those other shape blurred out. And a foreground, mid-ground and track record, some frames count on the utilization of glass as one of the planes, which, subsequently, allows someone to see reflections of things that aren't an integral part of the shape as a fourth covering. Most of the camera angles are in eyes level with little emotional manipulation of the audience on that entry. Selective blurring seems to be enhanced in post production and special results work. The insertion of certain reflections can appear to be the consequence of special effects. The camera is put in many frames to create zoom lens flare which again curtails proper looking at of some visible content while offering as an aesthetic and pleasing visual technique. Lastly, slow motion towards the end of the commercial is another traditional technique used to improve the beauty of any momemt (Brown 2012, 73). The commercial will not depict many visuals of Louis Vuitton products just demonstrating the famous logo and the typical LV design. Through the decision of visuals, the brand effectively calls for the viewer back to its history building itself as an extravagance travel brand (Lindstrom 2005, 125). The visuals span three nations particularly, India, China and France enabling the advertisement to achieve global appeal in consonance with its purpose of portion as an effective global ad marketing campaign. In conditions of motif, the commercial uses certain indications and symbols to bolster its wording. The foremost is the utilization of light, especially sunlight. As being a signifier, the light usually connotes intelligence, knowledge and power. The use of sun, the source of most life, foreshadows the response to the question elevated by the commercial. In the beginning, the individuals are in darkness, like the viewers deciphering the answer to the query posed by the advert. The individuals become gradually more lit as the commercial advances. A second signifier is the utilization of mist, haze, fog and even blurring, which signify a sense of mystery. This may suggest the sense of intrigue one activities during travel combined with the viewer lack of clarity about where in fact the commercial will take him at its starting point. A third important sign is drinking water again a sign of sustenance and life and a sign of purity. The first unconscious reader respond to water helps to make the answer, that the trip is life, more important. The second response connects to the purity of the moments of awe during travel and the true love for travel. The characters are themselves dressed up and positioned in ways that plainly segregates them from the environment creating them as outsiders. Moreover, they are really more attractive than others in their environment reinforcing the "luxury" value of the brand. In totality, the decision of visuals helps to establish a sense of beauty mounted on travel and a true love for vacationing. Visuals catch one's bliss during occasions that surpass awe while journeying, and the need to treat life as one's most attractive journey.
The aural approach found in the Louis Vuitton commercial is background credit score or music. The credit score for the commercial was constructed by the famous music director Gustavo-Santaolalla (Terrazas 2008). Since the commercial was part of a couple of advertisements catering to global television marketing for the brand, it could be analyzed on two fronts. First is its connection to the type of musical score the brand has found in the past for its marketing. Second is the unconscious impact it is wearing the viewers since color and music are two aspects that affect at a deeper subconscious level. Louis Vuitton commercials in the past have in common relied on specifically made up Louis Vuitton signature music (Lindstrom 2005, 125) which commercial is not a different. As a result, the score does not have any prior mental connotations mounted on it, allowing the designers to affect consumer perceptions from nothing. The music is slow-moving and subtle in congruence with the slowness and serenity of the visuals. The dominating tool throughout the report is a string instrument with chimes and other blowing wind appears to be supplementing it. The commercial starts with a subtle wind device immediately evoking a feeling of secret and attracting the viewer into the commercial from its starting point. Slow chimes tend to be associated with feelings of pleasantness (Meyer 2008, 87). The string device then strikes an even deeper emotional hook up through louder and isolated notes. The same tempo repeats throughout the ad further reinforcing the Conduplicatio 'trip' and an attempt to decipher its true meaning throughout the advertisements. Moreover, the repetition really helps to remember the ad even after viewing, through creation of deep recollection traces that play a crucial role in consumer decision-making (Wells 1997, 241). Furthermore to music, the lack of diegetic looks also draws viewer focus on the commercial. Appears to be such as a books webpages turning because of the winds, kids shouting as they run, the sound of normal water splashing are absent from the commercial though some of the visuals are in up close. This lack of sound also makes one focus on what is being shown in the advertisements. In totality, the soothing aspect of the musical score coupled with its repetitive tempo reinforces the type of aesthetic content and brings the viewer into an introspective disposition. Having less diegetic does sound further make one spot the visuals by not reinforcing their content.
A third dominant facet of the commercial is the utilization of subtitles that look across the length of time of the commercial. The commercial starts by boosting the question, "Exactly what is a Journey?" After that it begins to include one part of indicating over another to fully answer the question and terminates with the disclosure 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 tutorial as a Conduplicatio or a repeated keyword pulling out important ideas from phrases and reinforcing them in other sentences (Farnsworth 2011, 7). The process of repetition increases the possibility that viewer attention will be centered into the repeated term at some level of looking at (Wells 1997, 241). The word 'life' again confirms a similar utilization as it is repeated in the ultimate two phrases of the commercial. The words 'voyage' and 'life' are the prime takeaways of the viewers from the video recording. Both of these signifiers are targeted at signifying the Louis Vuitton's enthusiasm for allowing its consumers to discover places and themselves as they traverse the quest of life.
Overall, the advert uses emotional copy to link the brand with emotions one experiences after looking at the commercial (Kenny 2005, 72). The attempt is to evoke one's interest in living and visiting and directly transfer it to a interest for making Louis Vuitton brand an eternity partner along one's journeys. This transfer is achieved by having a blend of subtitles, visuals and musical report. The subtitles immediately encourage the audience to ponder upon the meaning of a trip. The visuals strive to capture those moments during travel that stretch well beyond their physical presence in the imagination of the travelers. They depict the blissful status one confirms oneself in when witnessing such moments which such moments aren't confined to holiday destinations by themselves. The musical credit score reinforces a feeling of tranquility and awe experienced during these moments. The mental transfer make an effort becomes most noticeable through the final two subtitles "Where will life take you?" and "Louis Vuitton" (Paris 2008). The rest 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 length of the commercial is merely apt for checking out the meaning of an journey. The ad effectively communicates the passion of Louis Vuitton for providing its consumers with a lavish lifestyle along their voyage of life.