Analysis of Aubade Campaign

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The Aubade brand is a top of the range French brand of women’s lingerie, flirting with the universe of luxury, created in 1958 by the Frenchman Charles Pasquier. Inspired by the courtly love, the choice of the name Aubade suggests the game of seduction. This is the first brand that understood that the lingerie can be used as a product of pleasure for women but also for men. This trade name stands for quality, style, and sensuality. At the beginning of the 1990’s, the brand begins a campaign of advertising posters entitled “the lessons of seduction”. Today Aubade benefits from a very strong fame on the French market and can claim the fact whether it is the brand the most approved by a large majority by the Men The latest Aubade advertising campaign belongs to a long series of « seduction’s lessons », which started in 1992. | | |

It particularly well reflects the brand image and perfectly manages to convey the values of the brand. This advertisement shows the front of a beautiful young woman or both woman and man but their never show their faces, and there are only two writing elements: the short sentence at the bottom of the posters like here for the 100th lesson: “Burn of love” and the sober logo of the Aubade brand which is clearly visible at the top of the pictures. The brand has known how to be recognizable in this hard and coveted field by using this kind of advertising.

In this ad we can find all the key elements that constitute the DNA of the Aubade brand and which have made the success of this particular and very original advertising concept. First there is the fundamental black and white artistic photograph of a beautiful anonymous girl whom we cannot see the face. The picture focuses on the sexiest parts of her perfect body, even though on this particular time the girl is dressed up, which is not the case in most of Aubade’s “seduction lessons”.

Secondly the message delivered by the few words of the lesson is presented as an essential...
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