The print ads of Jennifer Lopez and Madonna work the same way. In all ads, there is a popular beautiful woman, that shows herself in a context with the Louis Vuitton product. First of all, it is important to think about the fact, that print ads have to catch the reader's attention, as they are presented in magazines with a lot more print ads of other brands. In addition, reader's tend to just skip ads and read the interesting stuff in a magazine. Using stars is a common strategy to get people's attention. Advertising with stars is also an effective instrument when it comes to extending brand awareness and improving a brand's image. Therefore by advertising with stars, Louis Vuitton does not only promote products, but strengthens the whole brand.
Taking a closer look at the ads, some differences between the 2003 and 2009 ads appear. The ads with Jennifer Lopez show a very self-confident woman. She knows what she wants and enforces it. The men around her cannot stop her or tell her what to do. She is the leading character in the setting. By doing so, she rejects the conservative perception of women and offers a new image. An image that fits the rather female-oriented french society well. Still, she shows her body and feminine charms. However as she never shows everything and stays classy, she signalizes that she is confident about her femininity. Thereby she offers a character of identification for emancipated women, who are no longer dependent of men and therefore autonomous, also in sexual regards. Still, women want to fit the ideal of beauty and show their sexual charms without reducing themselves back to a man's sex symbol. The ads show different shades of this image. The first ad offers another image. It looks as if the men around her are carrying her bags, more or less equal. The ad captures the moment where the woman says "stop" because she saw something she wants. The men around her have to obey, they can't help it. In the second ad, she is playing with a men, she uses him. In this ad, she has total control of the men who is willing to do anything for her. In the last ad, she is by herself, showing the handbag and looking directly into the camera. She is wearing a leather outfit. In my opinion this ads shows a very self-confident woman, who calls the shots. Nobody can tell her what to do, she has the power. There are also no men in the ad. I interpret this fact as symbol for her independence from men. She is also the one who is looking at the camera in all ads, whereas the men only look at her or in another direction. That way, it is the woman who is communicating with the reader and her actions automatically become the main message of all ads. Another interesting fact about the ad is the use of colors. There could be some kind of dramaturgy constituted with the different ads. In the first ad, she is wearing a white outfit, the men are wearing black. You could associate white as color of innocence and black as color of power and authority. The turning point is when she stops - in the next ad, it is her who wears the black outfit. She took the power from the man who is now naked and in an obsequious position. In the last ad, the man has disappeared and she is on her own. She is now wearing a black leather outfit and holding her purse up high. Her pose and the collar of her outfit remind on the ad from Rosie the Riveter, who stands for female power and emancipation. I believe that the target audience of this ad are working women, who have the necessary income to pay for Louis Vuitton products.
First of all, the ads all show a specific situation. Madonna is located in some sort of smoky filthy pub. It looks like it's late at night. She is in there by herself. The ads increase in their degree of eroticization. In contrast to the Jennifer Lopez ads from 2003, I think that the main message of the Madonna ads is not emancipation and self-confidence but more the feeling of confidence in one's skin and body awareness. The ads show Madonna in different poses that a woman would normally not adopt in a public place. She is more or less leaning on the chair and table, lying on chairs and finally lying on a bench spreading her legs. After all, Madonna was 51 years old back then and in order to represent such a sensual image of her body, self-confidence is essential. Maybe the ad focused on the sensuality rather than on emancipation because of the advanced emancipation in France: In 2007, Ségolène Royal was the first woman ever nominated as presidential candidate by a leading party. However, the whole ad campaign plays a lot with very warm colors like orange and red. The atmosphere is underlined by the use of sensual fabrics like tulle and the fishnet tights. The bracelets, high heels, her blond curly hair and the red lipstick underline the sensuality of the situation. All Louis Vuitton bags in the ads are very "round" in comparison to the bags presented in the Jennifer Lopez ads for example. The bags don't have clean geometrical shapes, which can be interpreted as the freedom that the ads express. These Louis Vuitton bags are for self-confident women, who feel sexy in their skin and don't care about social conventions. Louis Vuitton is for rebellious women who follow their desires. I think that women of the hedonistic milieu are the target audience of this ad, not necessarily young women < 25 years though, as they might not identify with Madonna.
The ads from 2009 with Madonna are different from the ads with Jennifer Lopez. The ads with Madonna are a lot more erotically charged.
First of all, the ads all show a specific situation. Madonna is located in some sort of smoky filthy pub. It looks like it's late at night. She is in there by herself. The ads increase in their degree of eroticization. In contrast to the Jennifer Lopez ads from 2003, I think that the main message of the Madonna ads is not emancipation and self-confidence but more the feeling of confidence in one's skin and body awareness. The ads show Madonna in different poses that a woman would normally not adopt in a public place. She is more or less leaning on the chair and table, lying on chairs and finally lying on a bench spreading her legs. After all, Madonna was 51 years old back then and in order to represent such a sensual image of her body, self-confidence is essential. Maybe the ad focused on the sensuality rather than on emancipation because of the advanced emancipation in France: In 2007, Ségolène Royal was the first woman ever nominated as presidential candidate by a leading party. However, the whole ad campaign plays a lot with very warm colors like orange and red. The atmosphere is underlined by the use of sensual fabrics like tulle and the fishnet tights. The bracelets, high heels, her blond curly hair and the red lipstick underline the sensuality of the situation. All Louis Vuitton bags in the ads are very "round" in comparison to the bags presented in the Jennifer Lopez ads for example. The bags don't have clean geometrical shapes, which can be interpreted as the freedom that the ads express. These Louis Vuitton bags are for self-confident women, who feel sexy in their skin and don't care about social conventions. Louis Vuitton is for rebellious women who follow their desires. I think that women of the hedonistic milieu are the target audience of this ad, not necessarily young women < 25 years though, as they might not identify with Madonna.
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