Tuesday, March 5, 2013
Louis Vuitton ads banned for meaning that bags were hand
Deceptive: Despite ads proving a 'seamstress with linen thread', Bags bearing advertising to children the trademark interwoven 'L' and 'V' are primarily created by machine
The social media marketing companies6 specifications Agency (ASA) Will today ban both commercials. Louis Vuitton has argued the ads pay 'homage to the craftsmanship' of its employees rather than an accurate depiction of the production process.
And after being challenged if we have by the ASA, The companies admitted that sewing machines had been used, But said manufacture of the bags was 'not automated' and that there were over 100 stages in the making of each bag.
The debatable ad showed a photo of a seamstress stitching the handle of a handbag, Even though using text reading: 'The dressmaker with linen thread and beeswax.
'A hook, Linen line, Beeswax and infinite serenity protect each over-Stitch This Ebook Is A Step-by-step Information Resource To Help You Succeed As A Professional Hunter And Succeed In The African Hunting Safari Business. How To Become A Professional Hunter In Africa from humidity and the passing of time.
'One could say that a Louis Vuitton bag is an accumulation of details. But with so much attention lavished on each one, Should we only contact them details?or
A second ad showed a woman any wallet, Whilst text stating: 'The young woman as well as also tiny folds. In many techniques from Louis Vuitton, There are elements that can't be fully explained. --
'What secret little gestures do our worksmen discretely pass on? How should we blend innate skill and inherent prowess?
'Or how can five tiny folds lengthen living of a wallet? Let's allow these mysteries to hang via airplane. Time will supply the answers.or
In 2007 the label launched one of the world's costliest handbags, Referred to as Louis Vuitton Tribute Patchwork Bag - which cost present £24,000 and was snapped up by personalities including singer Beyonce.
Bosses at Louis Vuitton told the ASA that its 'artisans were trained over many years to be able to carry out the various activities active in the creation of one of their accessories' and said the models in the photos were 'instructed' how to pose by experts.
Bosses at the style house admitted that sewing machines were used as they made the items 'more secure and (Were being) Needed for strength, Stability and durability'.
But ASA bosses found that Louis Vuitton were in breach of the reliability clause, Saying it 'considered that consumers would interpret the picture of a woman using a needle and thread to stitch the handle of a bag in the ad to mean that Louis Vuitton bags were hand-Stitched'.
They also found that the advert having a wallet being made would also lead people to believe it was almost entirely hand-made.
The ASA said that although Louis Vuitton provided it with evidence that almost all 'hand-Crafting techniques' were used in producing the bag and wallet, It fell short of what was needed to prove the choices were made by hand.
It listed: 'We noted that we had not seen documentation that detailed the entire production process for Louis Vuitton products or that showed the proportion of their manufacture that was completed by hand or by machine.
'Because we had not seen evidence that proved the extent to which Louis Vuitton products were made by hand, We figured that the ads were misleading.or