Air France Advertisement

Résumé du document

Air France has always worked on its brand and on its image, which is closely linked to the French image all over the world. The French are well known for elegance, refinement, know- how, and good manners and these qualities are always conveyed through the advertising campaigns of Air France. Air France tries to lead people to dream! In 1999, Air France launched a new advertising campaign in collaboration with the famous agency Euro RSCG. The advertising campaign cost 15Million. In this campaign, Air France shows travel pleasure, a lot of values like well being, refinement, and serenity. It permits people to stop making airline travel in ordinary airlines and to fly with Air France.

Extraits

[...] This ad was made by the famous advertising agency Euro RSCG. We found this ad in magazines in a format on 2 pages. This format is usually used to landscape and to give an impression of vast area. That's why it is chosen here to represent the plane. We notice there is no copy, we can only see the logo of Air France and its signature: “faire du monde le plus bel endroit de la terre” or: making the sky the best place on earth. [...]

[...] Air France tries to lead people dream! In 1999, Air France has launched a new advertising campaign in collaboration with the famous agency Euro RSCG advertising campaign which cost 15M€. In this campaign, Air France shows travel pleasure, many values like well being, refinement, and serenity. It permits to stop make airline travel in ordinary and to give desire to fly with Air France. This ad was made by the famous advertising agency Euro RSCG under the request of Air France. [...]

[...] At first I begin with descriptions. The format is Italian and on 2 pages. This format is usually used to landscape and to give an impression of vast area. That's why it is chosen to represent the plane. We notice there is no body copy except a catch phrase that seems to be the woman thoughts. In fact, these words were placed just under her mouth like in a strip cartoon. So, there is a great predominance of the image on the text that is nearly non existent. [...]

[...] As a roof, the driving mirror where the woman's image is reflected back. They are each on one opposite side of the image and looking at each other readers see them on side face. The way they are located aims to catch reader glance in the middle of the image so on the plane and the logo. Moreover, people face is cut in the middle, so the plane is really the most important element in this ad. So the stress is particularly put on the plane that seems to take off from the hand of the woman to arrive in the mouth of the men. [...]

[...] So now we will show you an ad Air France film. This film was produced in the same vein as the print visual and reflects the same context. You will see that each visual features perfectly relaxed people in their everyday life and in an incontestable well being. Air France found to symbolize a vision of travel pleasure and art placing in the heart of their preoccupations, a client who want make his travels life moments made of pleasure and of happiness. [...]