After listening to the audio clip, I realized that I didn't know much about this type of advertising. Luxury advertising is nothing like normal advertising. When advertising a normal priced product it's mostly all about having the audience or consumer be able to relate to the advertisement style. When advertising for luxury products, it's all about making the consumer feel like they're in a fantasy. When he was talking about how luxury consumers think, I was pretty shocked. When someone buys a luxury brand named product, they either want others to see that they have that product to envy them or have their own personal need and want for this type of product. Advertisements for luxury things are very clever when it comes to putting a fantasy right there in front of the viewer. This sort of goes along with how people never really settle for what they have, and they want more. In life, we can't really have everything we want, even if we're extremely rich. It's impossible to live our dreams and fantasies, but luxury advertisements prove us somewhat wrong. They make us think that it's possible to live our fantasy, with a certain product. In my opinion, this makes complete sense and it's very understandable why luxury brands have made so much money over the past years. I have a couple luxury products myself and I can honestly admit that I do have these products because they make me feel special. I like to have people notice that I have nice things. It's also human nature to want to have something no one else has, which is why it's so much more expensive to have a one and only item.
Also, with a lot of luxury brands, they're expanding their target audiences and consumers to lower income families and people. This is smart, because not everyone can afford expensive brands. This is sort of like Victoria's Secret, not everyone can afford the clothes at this store, so this company made 'Pink', a somewhat cheaper store. Overall, I've realized that Luxury brands have more power than most other brands. Everyone wants to feel special, and everyone wants what they can't have, including fantasies. This is why Luxury advertising is so successful. Most luxury brands don't even need advertisements anymore, because consumers buying products and wearing or using the product advertises for them. Simple, but very efficient for luxury companies.
