"I think there is beauty in everything. What ‘normal’ people would perceive as ugly, I can usually see something of beauty in it." — Alexander McQueen

Alexander McQueen brand was founded by designer Alexander McQueen in 1992. It is into ready to wear, shoes, jewelry and accessories.

The first shown is the teaser for the brand

The 16 sec teaser has nothing about the brand or its product. It was just launched to create curiosity among the audience regarding the brand and its upcoming projects. Along with this there has been use of sexual imagery in the teaser. The teaser was launched for autumn winter collection which was later disclosed on a ramp show.

Shown below is kind of unique print ad for the spring collection of the brand.

The ad has a female model wrapped in 'Nature' as we put it. Visual Imagery has been used for the purpose of conveying the idea and image. Spring know for its colorful natural beauty has been used in the print ad.

The next commercial by MCQ uses transformational approach. 



The Ad shows a Ballet dancer sporting MCQ and the elegance and poise with which she performs has been tried to be tied to the brand name as well. It was never possible for the audience to attach themselves with the brand in such a way if it hasn't been for this commercial. The TVC has no particular thing to convey about the brand except for the MCQ flashing at the end of the video. This is clear that the brand wants to gain a favorable position owing to its Brand image.

Roberto Cavalli- Invest in Roberto Cavalli, They're better looking than an ounce of gold.

The first TVC is for perfume- Just Cavalli: Just for her!!




Again an extensive use of sexual appeal has been seen in the advertisement with models flaunting their impeccable bodies and having raw natural instinct for Love and Lust. The advertisement has the spot light on the lady since it is a perfume for women. The ad in between has phrases flashing like'Just now', 'Just Fun', 'Just Me', 'Just free', 'Just Lust', 'Just Touch', etc. which gives it a very casual appeal.The ad shows that the perfume is perfectly in sync with the personality of the girl giving it an advantage of being identified with by the people.

The next ad is for the perfume where again the lead is a lady and she is shown to have a raw natural sex appeal.



The actress is Elisa Sednaoui who is a top notch model. The ad also has the RC logo being highlighted towards the end. The raw natural appeal of the lady sporting the perfume has been compared to that of a tigress. Again the lady has a love interest and the sensuality and sex appeal is accompanied by emotional approach of execution.

The next is a print ad for the men's clothing line

The print ad has a mix of guys sporting casual and semi-casual look. The ad is pretty modern as depicted by the poses and body language of the models. The ad has a very practical and savvy look to it.

Hermes

Hermès International S.A. is a French manufacturer of quality goods established in 1837, today specializing in leather, lifestyle accessories, perfumery, luxury goods, and ready-to-wear.

The first advertisement is of fragrance that uses animation in its execution. France, one of the biggest fashion destinations is shown to be bottled and packed for the people.

The architectural background specially the Eiffel Tower gives the advertisement the relation to the fashionably active history of the place. Classy and rich fashion history of the place gives the fragrance the position of posh product in terms of quality and aesthetics.

The next is a print ad by the brand

In the above ad there is no emphasis on the product features or the brand, rather the brand aims at creating a favorable image in the minds of the audience by summoning them on a journey with them as it is clear by the 'Voyage d' Hermes' written on the top left corner on the ad. The emotional appeal has been targeted by picturing the ad in a way that conveys Freedom and along with it class as shown with the bird and stallion respectively. The stallion also appears on the logo of the brand.

The third print ad is similar to the above one with slight difference.

Along with the stallion the ad also stars a model who makes the products visible to the audience unlike the previous ad. The ad is for the clothing line for the winter season. Again the feeling of being classy through the use of the product line has been tried to be en cashed.

Dolce and Gabbana- "The one"

Dolce & Gabbana is an Italian luxury industry fashion house.Clothing, footwear, handbags, sunglasses, watches, jewellery, perfumery and cosmetics.

The first TVC is for the fragrance. This ad is based again on the emotional appeal. Most of the ads are based on this appeal since audience targeted through this approach tend to be more loyal and identify with the brand to a greater extent than the one targeted through informative appeal.

Scarlett Johansson features in the ad playing a girl who does not know what she wants as rather who she wants but claims that once she finds 'The One' she will know. The ad has a nostalgic appeal yet the star makes it look modern and right out there.

The next advertisement has sexual imagery where two good looking people are shown to be shooting a commercial for Dolce and Gabbana Light blue fragrance

The advertisement surely works on the sexual appeal. With well bodied models used it gives a feeling to the audience to be like them and hence positioning the brand differently in their minds. Because of the clutter it is difficult to show a fragrance different on the basis of features hence creating a unique brand image in the minds of the audience has been attempted.

Below are two print Ads for the brand.

These two print ads again have an ultra glamorous models used. This targets basically the female audience where the men have been portrayed as their hand puppets, doing as per their commands. The help of sexual appeal is visible. This ad will be appear attractive to the dominating, outgoing and fashionista class of women.

   

"Fetch me my Burberry"

Burberry Group plc is a British luxury fashion house, distributing clothing and fashion accessories and licensing fragrances. Its distinctive tartan pattern has become one of its most widely copied trademarks.


The first advertisement features the most gorgeous actress Emma Watson, George Craig, Matt Gilmour, Max Hurd and Alex Watson (Emma's Brother). They are considered as very cool crowd of people and iconic personalities. Its not a new thing when a brand used star power to further their promotion.




In this TVC, Bubberry showed all kind of classic things like big mega check bags, Different trench coats, classy shoes and attractive models to let people feel great when they think about BURBERRY.
Proper attention has been given to the fact that the stars do not overshadow the brand and hence sufficient focus is on the brand label and display of its clothing and various accessories. 

The next advertisement has an emotional appeal. The TVC has Dramatization where the product, that is the Scarf is shown to be the main Star. A short story has been told where two people are drifted apart by destiny but are still in touch due to the sweet memories shared once.



The advertisement uses recency effect. The brand name comes last which would be remembered long due to the impact on the emotional senses of the audience.

The next advertisement is one of our favorite where a vintage scenario is used and emotional appeal is visible. A couple walking the streets hand in hand in the 'London Mist' is quite appealing.



This advertisement campaign was for the autumn-winter collection. The 'To be continued' flashed at the end gives it a lasting effect as the interested audience is left gasping for more while a decent enough picture has been conveyed to rest of the crowd, if not increasing the sales definitely increasing the brand awareness.

Giorgio Armani- The difference between style and fashion is Quality!

Armani is an international Italian fashion house founded by Giorgio Armani, which designs,manufactures,distributes, and retails haute couture, ready-to wear, leather goods, shoes, watches, jewelry, accessories, eye-wear,cosmetics, and home interiors.

The first advertisement features the football hot shot Cristiano Ronaldo. The ad has an impeccable sex appeal. 

The advertisement showcases Armani jeans. The star with his toned body and chiseled looks is shown to sweep the room service staff off her feet. This appeal has been used to evoke the sensual outlook towards the brand. A casual attire like jeans has also been shown as an ultra sensual and classy wear that is capable of making anyone commit the crime of passion. Again the huge popularity of the star definitely gives the brand the advantage of source attractiveness, not only the fashion interested people but also the sportspeople will be engrossed into the thought of the brand.

The second advertisement is similar to the first one but this stars the glamorous girl from Hollywood, Megan Fox. The actress with her sultry looks and hour glass figure unknowingly pays the room service in kind rather than cash. Again sex appeal has been used in the TVC.

The movie buffs and fashion interested will find this advertisement highly appealing.

Now is a print ad for the brand featuring the Dark Knight star Christian Bale.

The print advertisement was released in collaboration with the very famous 'The Dark Knight' Series, where the protagonist is shown to be wearing Armani. The movie fans, the star fans and the brand followers have been targeted in the same print. Again the youth who comprise of the major audience for the movie finds it appealing and engrossing. 

Earlier also celebrated couples like David Beckham and Victoria Beckham have been roped in to feature in the ads for the underwear segment of the brand.

Dior- Fashionably fabulous!

Christian Dior was a French fashion designer, best known as the founder of one of the world's top fashion houses, also called Christian Dior.

The advertisement here features 'The Twilight Saga' star Robert Pattinson. The star has an image of an intense lover in the movie which has been beautifully en cashed by the brand advertisers.

The advertisement shows two love birds into a lot of Public Display of Affection breaking the conventional rules and social norms. The basis for emotional appeal used here is LOVE. The perfume has a song playing "Wanna hold on the love", which acts as a cherry on the cake. Sexual Imagery has been used in the advertisement.

In this next advertisement phrases like 'Be Iconic' have been used. Cherry on the Cake a top notch model like Kate Moss featuring definitely puts things into place.

The TVC is targeting mainly the females who are portrayed to be very conscious of how they look and like one line says," A girl can't make an entrance without her lipstick" makes it catchy. There is a clear positive relation between addiction and glamour.

Gucci- Quality is remembered long after the price is forgotten.

Gucci an Italian fashion brand is into clothing, shoes, leather goods and accessories.

The first advertisement below is for winter collection 2011-12. The advertisement has only one aim, and that is to evoke the senses of belongingness to high social class that is stylish, beautiful and outgoing.

The aid can be referred to as a Transformational Ad since it has no particular story line and pretty much leaves the interpretation up to the mind of the viewer. Stylish visuals have been used as an aid. 

The advertisement will form a direct connection with the fashion conscious and ultra stylish youth. In the same advertisement the company has showcased various products in its catalog, thereby hitting several birds with a a single stone.

The next advertisement by Gucci stars one of the most celebrated personalities in recent times in Hollywood...Blake Lively. The former most desirable female has portrayed a lady belonging to the affluent class. With her style and elegance the protagonist directly hits the bulls eye with girls sweeping off their feet in the desire to be like her and guys definitely wanting their lady love to be somewhat like Lively.

 The Gossip Girl star Blake Lively gives a perfect Source Attractiveness aspect to the advertisement.The advertisement has an emotional appeal. Imagery has been used to a large extent.

The next advertisement for Gucci Guilty- perfume, stars Chris Evans and Rachel Wood. The  Source attractiveness again comes into play.

The celebrities have always been a strong part of Gucci building its brand Image. Stylish, Good-looking and insanely wealthy that's what clicks today the most to the youth and those affluent can afford it and those not would definitely want to. The product caters to both male and female segment.

All the advertisements by Gucci have recency as well as primacy effect.

Louis Vuitton- Journey of life............

 

It is a French fashion house, its products, ranging from luxury trunks and leather goods to ready-to-wear, shoes, watches, jewelry, accessories, sunglasses, and books. 

This TVC has Louis Vuitton using the mass marketing. The execution style used in the advertisement is Imagery. The spy has been shown sporting Louis Vuitton bag. The advertisement has Louis Vuitton inviting people on a thrilling voyage with them. The advertisement has an Emotional Appeal, which instills the feeling of excitement in the people. The brand has always been positioned for higher middle class and higher class people. The major selling idea used by LV has always been Creating a very powerful brand image.

Louis Vuitton’s strong focus on creativity in art and architecture allows the brand to effectively stand out from its competitors in terms of inspiration and innovation.

The second commercial shown below has the tag line:" Where will life take you?? "

The appeal again is emotional here with execution style Slice of Life used. The people from various perspectives of life are shown so as the audience can identify with the brand. Again LV portrays to be with people in every step and situation of their lives creating a mushy feeling of the audience towards the brand. 

The third commercial has a the creators applying Likability by using celebrity like Angelina Jolie and depicting her journey in an underprivileged country like Cambodia. 

Here again the brand focuses on waking the emotional senses of people. They ask to appreciate the little things in life and be very obliged for what they have and what they are. 

Though the advertisement has nothing in particular to say or show about the brand but again a kind of humane approach used has been successful in building a suitable brand image.