Louis Vuitton Chinese Advertisement,Good Pictures But Bad Concept

Louis Vuitton Chinese Advertisement,Good Pictures But Bad Concept

The integration of worlf economy has been on for a long time, while the development of advertisements in China still remains at a relative lower level. The reason may lies in that most of our audiences have not achieved the average aesthetic level. Especially when the prices of goods keep going up these years, the most serious problem we have to worry about is that how we can earn more and more money? Life is everything. As for the advertisements, the mass will be divided into two, one has been too tired to be more aesthetic, the other has not begun their way to taste yet.
Just at this time, Louis Vuitton publishes its first Chinese advertisement, it's very representative.
Louis Vuitton Chinese advertisement does not have too much changes, just the same as many other luxury brands, they just just Chinesize their original edition. To appreciate this kind of advertisements, you will find out that, all of them have beautiful picture the pictures. And when our attention focus on the captions, there are also something very meaningful.
But, when we judge this advertisement on the whole , it actually give us a partite feeling: too good and too bad. Too good is to praise the perfect pictures of this advertisement, and too bad is to criticize its awful concept. There are totally more than 40 pictures in this 90- seconds ad, and all of these pictures are full of LV's classical goods. But when we talk about the concept implied in the captions, we are likely to ascribe it to be a fuck-up.
Here I will show you the subtitles in this Chinese advertisement:
what is a journey?
A journey is not a trip.
It's not a vacation.
It's a process.A discovery.
It's a process of self-discovery.
A journey brings us face to face with ourselves.
A journey shows us not noly the world,but how we fit in it.
Does the person create the journey or does the journey create the person?
The journey is life itself.
Where will life take you?
To quote the first line of the original text " what is a journey? ", we can find that this is about a journey, but when we are leaded to the subtitles “It's not a vacation.It's a process.A discovery.It's a process of self-discovery.”, what I want to say is that, I really don not know what does LV talking about. These words have lost the beauty of language. I think this low-level Chinesized advertisement really diminishes Louis Vuitton's brand style.
A classical brand needs more construction of its own culture.