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 Jennifer
Lopez a very famous American singer, actress, dancer and fashion designer. The
products that Louis Vuitton sells on this ad are the clothes, shoes that
Jennifer is wearing, as well as the bags. I believe the Hofstede’s Cultural Dimensions
can be apply in this ad for several reasons. First of all I would like to talk
about the Masculinity vs. the Femininity dimension:
the feminine side is pretty clear here. Jennifer Lopez is standing at the
centre of the ad, the two men try to stop her but they can’t. She is seen as a
strong self confident woman, no one can stop her, she knows what she wants and
she assumes it completely. Moreover, she is not being vulgar or provocative by
showing her body too much but she still shows her body and stays classy at the
same time, indicating that she is confident about her femininity. By acting
like that, she dismisses the traditional perception of woman and proposes a new
one. Secondly, in this ad Jennifer stand alone facing the two men, which bring
me to the Individualism vs. Collectivism dimension of Hofstede. The individualism
level here seems higher than the collectivism one; I believe the famous actress
represent all the emancipated women, she is showing her independence, as well
as her autonomy from men. The colours contrast on the ad only reinforces this
idea: she is wearing white clothes and the two men are wearing black clothes.
The colour white here could represent the purity or the righteousness, while
the colour black would represent the power and authority. Finally I would like
to highlight the fact that Louis Vuitton is a very expensive brand, which would lead us to believe that the Power Distance dimension
of Hofstede has a high level here. Indeed I believe the target audience for
this ad would be the high class-working women who are used to buy these kinds
of brands. I do not think the UAI as well as the LTO dimensions could be apply
to this Louis Vuitton print ad.
As the ad doesn’t compare products or require a decision making
process, I don’t believe the cognitive theory would be appropriate. In
addition, the ad does not use symbols to communicate the meaning and therefore
the semiotic theory is not appropriate here. However, because this ad links the
Louis Vuitton products to a celebrity (Jennifer Lopez), it encourages the
customer to be like her and thus the behavioural theory is very relevant.