Louis Vuitton and the advertising campaign Journey

Abstract

This study performs an analysis of the languages’ syncretism in the Louis Vuitton’s campaign Journey, the first video advertising of the French luxury brand Louis Vuitton, a regular user of the printed media, grounded on the gremasian semiotics through a literary review of Oliveira, Médola, Bertrand and Floch’s works. The video proposes interaction and entertainment to the receivers. It applies cinema resources and its approach produces sentimental and emotional effects. Based on the discursive, narrative and fundamental levels of this path that generates emotional senses, the analysis shows how the brand Louis Vuitton is built to be seen as a partner into a deep reflexive journey of one who is in search of self-knowledge. The meaning of the user’s life and brands’ are articulated in Journey.