Louis Vuitton Commercial Analysis

Louis Vuitton Commercial Analysis The Louis Vuitton commercial describes a wide range of visuals from India, China and France (Duncan 2008) that captures the real essence of travel and the journey through life while trying to simultaneously explore the true meaning of the word journey. The visuals are backed by textual messages aimed at answering What is a Journey? (Paris 2008) against a soulful musical score. 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 advertisement bears testimony to the same. With regard to the target audience, the commercial targets all young lovers of luxury and travel in particular and lovers of life in general. Most of the travelers in the video are young people although the local crowd is made up of people of all ages. The commercial sought to capture beautiful moments that travel with one beyond physical journey. The goal was to connect Louis Vuittons brand passion 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 rich essence of travel as a process of both discovery and self-discovery as per the head of communications at Louis Vuitton, Antoine Arnault (Brent 2008). Through a combination of visuals, musical 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 motion, special effects, selective focus through telephoto lenses, blurring, silhouetting, lens flare 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 senses and sense of awe are surpassed by the absolute beauty of a place, of a moment (Duncan 2008). The same is essentially true of most 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. One can see a whole range of close-ups to provide emphasis on the feelings of travelers when witnessing a moment that surpasses expectations and their love for travel. Most of the frames use shallow depth of field or focu s on a small area of frame to guide viewers attention to the specific object or person of interest (Brown 2012, 61). For instance, in an over the shoulder shot of a traveler dressed in white, the focus is entirely on him with the rest of the frame blurred out. In addition to a foreground, mid-ground and background, some frames rely on the use of glass as one of the planes, which, in turn, allows one to see reflections of objects that are not a part of the frame as a fourth layer. Most of the camera angles are at eye level with little psychological manipulation of the viewer on that front. Selective blurring seems to be enhanced in post production and special effects work. The insertion of certain reflections can seem to be the result of special effects. The camera is positioned in many frames to create lens flare which again curtails proper viewing of some visual content while serving as an aesthetic and pleasing visual technique. Lastly, slow motion towards the end of the commercia l 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 merely showing the famous logo and the classic LV design. Through the choice of visuals, the brand effectively takes 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 purpose of serving as an effective global ad campaign. In terms of motif, the commercial uses certain signs and symbols to reinforce its textual content. The first is the use of light, especially sunlight. As a signifier, the light usually connotes wisdom, knowledge and power. The use of sun, the source 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 p osed 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 signify 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 will take him at its onset. A third important sign is water again a sign of sustenance and life and a sign of purity. The first subconscious reader response to water helps to make 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 clearly segregates them from the environment 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 establis h a sense of beauty attached to travel and a true love for traveling. Visuals capture ones bliss during moments that surpass awe while journeying, and the need to 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 composed 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 two 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 two aspects that influence at a deeper subconscious level. Louis Vuitton commercials in the past have commonly relied on specifically composed Louis Vuitton signature music (Lindstrom 2005, 125) and this commercial is no different. As a result, the score does not have any prior emotional connotations attached to it, allowing the makers to influence consumer perceptions from scratch. The music is slow and subtle in congruence with the slowness and serenity of the visual s. The dominant instrument throughout 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 often 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 further 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. Sounds such as a books pages turning due to the winds, kids shouting as t hey 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 facet 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 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 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 stage of viewing (Wells 1997, 241). The word life again finds a similar usage 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 brand a lifetime partner along ones journeys. This transfer is achieved through a combination 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 Vu itton (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 meaning 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.

Accountant Necessities Essay

They help can help you with financing and anything else such as tax etc. Accountants make sure that they give you the help you need before they let you get out of their eyesight. I myself also wanted to work at a bank. I always had plans on going to college and get my degree to become the Accountant I wanted to become. There are many different people in life who do things that can benefit others by helping them in so many ways. Your enjoyment is your fun and pride. Everyone have their own way of doing what is right and there are so who don’t care what they do. You have to strive for the best in order to be the best and you have to do perfect in whatever you do. Accountants do a great job when it comes to financing, tax reparations, records, and investors. They are on point when it comes to their work. They have a lot of paperwork to do but as long as you do what is asked of you to do then you are going to get your job done. It is amazing when you can find a bank that will allow you to get loans for important things that you need to get for yourself and help you out with things such as your utility bills and other things that need to be gotten. Everyone needs a little help in life. There are times when people struggle and they wonder how they are going to make it. There is something in me that make me feel so sorry for people like that. My thing about that is I try to help them in every which way. I plan to become an accountant in the future. There are many aspects of being an accountant. Accountants become the measurement, disclosure, and also the provision when benefiting with business. I will be able to precede financial information, investors, and tax authorities in life. You have to give life your all even though there are things that may follow. Accountants have to be very skilled workers for the job. You have to know what you are doing and you have to have experience. No matter what you do you have to have the ability Accountants to show what you can do on that job. Accountancies are people who are in charge of a lot of things in life. Your dreams are all that matter and you have to do your best to reach them. Sometimes people love to see others down, but you don’t get nowhere being that way. Accountants are required to follow a set of rules and regulations at the workplace. Those rules and regulations are Generally Accepted Accounting Principles. A company is allowed analyze financial performance of the business. There are many words that follow accountancy and they are listed as a combination of skills and pride. A business should be recognized as a symbol for help and need.

Ehe development of Scrooge’s Character Essay

But as I know your purpose is to do me good, and as I hope to be another man from what I was, I am prepared to bear your company, and do it with a thankful heart. Will you not speak to me? † The underlined sentence shows a complete character reversal, such a drastic change in Scrooge’s character in comparison to that at the beginning of the book. We are shown a person who gains an insight into his true character. At the onset of the book some may have seen it an impossible task to change a seemingly impenetrable character such as Scrooge into a good man and that he was past redemption. However, Dickens shows that no matter whom the person is, irrespective of what that person has done in the past, everyone is able to have a second chance and that forgiveness is an attribute which we should all ourselves hold. The spirit takes him to the Cratchit’s house once again. However, there is no laughter this time, just silence. Scrooge is eager to find out what is troubling the Cratchit’s and this is revealed when Bob Cratchit returns to the house. It is then that he remembers the empty stool by the fire and the crutch resting upon the floor. This is a shocking reminder that Tiny Tim has died. It now lies heavily on Scrooge;s conscience as he could have prevented it. As the family is torn apart and he witnesses Mr Cratchit break down into tears he also sees his children rushing to his side. There is still a lot of love within the family even though there is not happiness. Scrooge felt that he had been through enough and that nothing else could shock him especially after all he had seen so far. But Scrooge couldn’t be more wrong. As the Ghost takes him to see his own grave Scrooge releases a loud cry. Prior to this the ghost takes Scrooge along the streets where he lives. He makes Scrooge listen to the conversations people are having on the street about a recent death; â€Å"It’s likely to be a very cheap funeral,† said one speaker; â€Å"For upon my life I don’t know of anybody to go to it. Suppose we make up a party and volunteer? † Scrooge feels pity for the fellow who has died as no one misses him and no one feels sorry that that he has gone. He listens as a few men decide that they will volunteer to go to the funeral but only if there is a large spread put on for lunch. Hhe also witnesses people bringing many items to the pawnbrokers from the deceased man’s home, pulling down curtains and removing bed linen and even removing the shirt which the man is laid to rest in whilst in the coffin. These sights disgust Scrooge especially when he realises that it is he who he pities. The change in Scrooge’s character is shown within one line â€Å"I am not the man I was. Ii will not be the man I must have been† which he cries to the spirit whilst clutching at its robe. Dickens uses a very clever comparison when he shows the reader the future detailing Scrooges death and Tiny Tim’s death. As Tiny Tim’s family long for him to be with them and cry in sorrow, Scrooge only has people stripping him of his materialistic possessions and a few businessmen volunteering to go to the funeral as long as they are fed. Theses two deaths show a boy who was loved dearly contrasted with a man who was hated within his town. This shows that even after death our relationship with other people and the way we have behaved still live in. The harsh scenes that Scrooge has witnessed throughout this night have left a deep impression on him, significantly changing him and his life. The following morning being Christmas Day, Scrooge awakens displaying many new, startling emotions. He says, â€Å"I am as light as a feather. I am as happy as an angel, I am as merry as a schoolboy, I am as giddy as a drunken man. A Merry Christmas to everyone! † As Scrooge buys a large turkey and sends it to the Cratchit’s house for dinner he then dresses and arrives at the house of his Nephew who greets him warmly shaking his hand and offering him a seat. As the room fills and they sit down to eat Scrooge feels great warmth, for the first time he can truly see again and he forgets about his business and about money and begins to live his life opening his heat to those around him. The Following morning on Boxing Day, Scrooge makes a conscious effort to get to work early so that he can catch Bob Cratchit arriving late for work as he did every year. He acts like he would have usually done pointing out that he is late and asking his for his excuses and then he says â€Å"I am not going to stand for this sort of thing any longer, and therefore, I am about to raise your salary. † It is then that Bob realises Scrooge is not the miserly cold man he one was, but is now transformed. Dickens talks of Scrooge’s actions which followed and how he kept the word he had given to the Spirits, he informs us that Tiny Tim did not die and that Scrooge became a wonderful citizen and a great friend to the Cratchit’s as he did to he Nephew. When Dickens published this book he aimed it not at the poor but at the upper class. This was obvious as the poor in Victorian times would not have been able to read such books as these. He wanted to change society’s views and create awareness of the poverty that existed. His emphasis on Children’s ignorance and want I think is a brilliant use of imagery. Dickens subtly insults the rich calling them ignorant and greedy. Despite this, however, Dickens did not receive criticisms for this book but received high commendations and it is still regularly referred to and read by children and adults of our generation. This book is just one of the wonderful creations of Dickens’ imagination, carrying a powerful and profound message that will educate all generations to come.

The Coca-Cola Company - Standardisation Adaptation

Abstract The Coca-Cola Company is the world’s leading beverage company, with markets in over 200 countries and over 1,100 brands under their portfolio. The company was founded in 1886 and is currently headquartered in Atlanta, Georgia, USA. This paper seeks to explain the impact of globalization on the standardization versus adaptation decision using examples from the Coca-Cola Company’s performance and strategies since their inception as a company. Introduction Globalisation can be defined as the movement toward economic, financial, trade, and communications integration by countries and their populations globally. It is a constant process and it has resulted in the intertwining and generalisation of the needs and wants of people†¦show more content†¦Thus it can be inferred that the company has kept its core concepts standardised while only adapting a regional touch on the peripheries, thus saving costs and reinforcing brand equity. Coca-Cola has been estimated to have saved $90 million in production costs over 20 years by producing worldwide commercials focused on similar themes (Onkvisit Shaw, 1990). Coca Cola’s international achievement can be attributed to numerous of things, but in order to think globally one must first think locally. This is the main message that Coca Cola Company place huge emphasis on whenever they are entering a country. (Miller) Coca Cola has formatted its approach strategically using a tactical method, this is done to provide the appropriate marketing activities and beverage to its customers. As part of Coca Cola vision to taste the same around the world, they have chosen to standardize its product and manufacturing process. In Trinidad and Tobago the local name for Coca Cola is â€Å"Coke†. From the perspective of consumers the key conceptual categories are not the flavours and colas that marketer hold in high regard, but what we refer to locally as the ‘black’ sweet drink. (Miller) Trinbagonian’s are particularly fond of sugar and sweet products this is linked to the days of the sugar cane field. Coke came into Tr inidad in 1939, while under the British Government. (Miller)Show MoreRelatedStandardisation Versus Adaptation in a Globalisation Context2468 Words   |  10 PagesStandardisation versus Adaptation in a Globalisation context Challenge This is the challenge facing primarily multinational firms whether to standardise their local offering or adapt/localise it for the market they are selling into. According to De Wit and Meyer (2010), the question facing managers is whether they should anticipate and encourage global convergence by emphasising global standardisation, centralisation and coordination or should managers acknowledge and exploit international diversityRead MoreThe International Marketer Of Overseas Markets1383 Words   |  6 Pagesoverseas markets. 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