Media Log #5: Longchamp Dominates the Streets

     Some of us may be familiar with a French company called Longcahmp, which specializes in high quality handbags.  I don't normally see ads for Longchamp, maybe it's just me, but this ad stood out to me since it's a bit different.  It combines many needs and techniques that make it stand out.
     The technique used in this is gestalt.  When you look at this ad, the first thing to see is a gigantic woman carrying a purse.  That is very strange considering that many other advertisements for purses usually showcase a nicely dressed woman at a fancy party carrying the bag.  The setting of this ad and her clothes are pretty normal, but what's a bit out of the ordinary is her size.  The proportions are out of order since you wouldn't expect a woman to be much bigger than a car.  By doing that, however, people viewing this ad will be immediately drawn to look at the bag and the woman, which is what they want.  The bag is red, which also draws attention, because red is a bright, eye-catching color, especially in contrast to her black and white outfit.  
     The need to dominate is also used in this ad.  Since the woman is so big and the cars practically look like midgets compared to her, we get the feeling that she could literary crush anything that's in her way, especially with her gigantic heels.  She is ready to dominate the streets with her Longchamp bag.  Longchamp is trying to make us believe that buying one of their bags will allows us to feel powerful in our daily lives.  In reality, Longchamp bags are no different from other bags and are only made to serve one purpose: to hold all of our possessions in a fashionable way. 
     The target market for this product is women.  Women do tend to buy and have a lot of bags and purses, so it would make sense for Longchamp to cater to them.  The woman they're probably catering to is in her 20s-40s.  She is independent, self-confident and determined to achieve success in the big, bustling city she lives in.  She isn't afraid of being the center of attention and is fearless, not afraid to face the world head on. 
      Overall, I thought this ad was effective in selling its product and accomplishing its mission.  Many women will see this, since it was in a Marie Claire magazine, and want to be just like that girl in the ad because she looks strong and confident.