This is a print ad published by Louis Vuitton in 2003 in France.On the ad we can see three people: two men and one woman. The woman is JenniferLopez a very famous American singer, actress, dancer and fashion designer. Theproducts that Louis Vuitton sells on this ad are the clothes, shoes thatJennifer is wearing, as well as the bags. I believe the Hofstede’s Cultural Dimensionscan be apply in this ad for several reasons. First of all I would like to talkabout the Masculinity vs.
the Femininity dimension:the feminine side is pretty clear here. Jennifer Lopez is standing at thecentre of the ad, the two men try to stop her but they can’t. She is seen as astrong self confident woman, no one can stop her, she knows what she wants andshe assumes it completely.
Moreover, she is not being vulgar or provocative byshowing her body too much but she still shows her body and stays classy at thesame time, indicating that she is confident about her femininity. By actinglike that, she dismisses the traditional perception of woman and proposes a newone. Secondly, in this ad Jennifer stand alone facing the two men, which bringme to the Individualism vs. Collectivism dimension of Hofstede. The individualismlevel here seems higher than the collectivism one; I believe the famous actressrepresent all the emancipated women, she is showing her independence, as wellas her autonomy from men. The colours contrast on the ad only reinforces thisidea: she is wearing white clothes and the two men are wearing black clothes.The colour white here could represent the purity or the righteousness, whilethe colour black would represent the power and authority. Finally I would liketo highlight the fact that Louis Vuitton is a very expensive brand, which would lead us to believe that the Power Distance dimensionof Hofstede has a high level here.
Indeed I believe the target audience forthis ad would be the high class-working women who are used to buy these kindsof brands. I do not think the UAI as well as the LTO dimensions could be applyto this Louis Vuitton print ad. As the ad doesn’t compare products or require a decision makingprocess, I don’t believe the cognitive theory would be appropriate. Inaddition, the ad does not use symbols to communicate the meaning and thereforethe semiotic theory is not appropriate here. However, because this ad links theLouis Vuitton products to a celebrity (Jennifer Lopez), it encourages thecustomer to be like her and thus the behavioural theory is very relevant.