FINDINGS

In order to judge my findings, I think that comparing some aspects might be helpful. So the first thing I consider as important is the simple fact, that a luxury brand advertises with a anime. I think that the ad would never work in a western society like France. On the other hand, it is unthinkable to show erotically charged ads with a lady kneeling on a man's back or a lady spreading her legs in asian cultures like Japan. This might be the most obvious cultural difference that finds expression in the different marketing strategies. 

In a more sophisticated analysis, there are also other cultural influences, that are reflected in the ads. Whereas in the french ads, limits are overstepped and provocation is used to create attention, the japanese ads show a lot of respect and virtue. Even when Aya falls in love, she keeps her feelings inside and stays innocent. 

All the ad campaigns refer to the societies pop culture. In Japan, it's the anime and Otaku culture, some sort of casual dreamworld. In France it's the excessive desire to live like a star, which is interesting because it leads to a life full of pressure - pressure to be perfect, to be beautiful, to be the best. 

My thesis is that in Japan, where collectivism plays an important role and the individual behavior is strongly determined by the group, people long for more freedom and individual fulfillment. Living these dreams through anime and fictional stories seems like a tolerated way of escapism - if it doesn't become an obsession. In that case, you belong to the Otaku and have to deal with being considered as socially inapt and too individualistic. In that view, Louis Vuitton offers tolerated individualism in a collectivistic society. This quotation underlines my thesis: "It is the fantasy found in media that young people are able to use to open up new meanings and to produce new possibilities for new forms of identity. Manga allows its participant to experience something other than him/herself through fantasy, which triggers a questioning of one’s identity and a desire to explore one’s identity in what-if storylines".

In France however, people are very individualistic and it seems like this can be very hard sometimes. Decisions are hard to make, because if you don't choose right, it is your own fault. It is probably a relief to be part of a group that suggests different ways and simplifies decision-making. That's why desirable stereotypes and clichés - such as stars - are successful and become idols. Louis Vuitton profits from this and suggests that its products integrates consumers into an exclusive group that takes away responsibility and justifies decisions.