LESSON SIX: The World of Luxury Advertising

In the last post, we talked about images and messages used in advertising. These messages are what is generally used. Specific products require specific types of messages.

We will now look at advertising in the luxury market. I attended a talk by Mac McClelland, who is president and CEO of the Luxury Marketing Council in the Middle East.

He talked about how luxury brands advertise themselves through stories (i.e. messages).




I've compiled a list of some of  the different stories McClleland talked about in his presentation:



1- STORY OF SUPERIOR PERFORMANCE

Rolex ad

2-  STORY OF SOPHISTICATION

                                                             Patek Phillipe Generations ad




3-  STORY OF COLLABORATION

Lacoste & Zaha Hadid ad

5- STORY OF INNOVATION

Swarovski crystallized elements ad

6- STORY OF HERITAGE

                                                                 Breguet Napoleon ad




7- STORY OF PROVENANCE

Dunhill ad - Great Britain