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Lavazza: When Advertising Makes History

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Lavazza: When advertising makes history

Lavazza has always been a company with an innovative approach to advertising.

The brand image strategy applied during the years is a sapient blend of traditional Italian comedy and fresh, state-of-the-art vision.

Lavazza: When advertising makes history

“Lavazza has always been a company with an innovative approach to advertising.

The brand image strategy applied during the years is a sapient blend of traditional Italian comedy and fresh, state-of-the-art vision.”

1.

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1: "The first class espresso experience" 2006

“The first class espresso experience” is a Lavazza campaign from 2006. The photo is taken by the famous photographer Von Unwerth.

In the foreground we see the personification of temptation. This pose, including the exposed parts of the model's body, reads as alluring and inviting. Thee choice of a blond girl for the ad is not an accident. The blond hair is a symbol of instinct, of female seduction and physical attraction. The pose of the girl (lying on the bed) in combination with the image of the half-naked man in the background suggest that the two have just had sex. Heterosexuality is the traditional norm in advertising and this is exactly what Lavazza used for their campaign.

“First class experience” – it’s a hint what the man have experienced with that woman and what she experiences by having a cup of coffee. We can find in her the dominant figure, because she is wearing his uniform – a symbol of power.

This printed ad attracts the attention not only of men, because of the good-looking model,  but the women’s also. The sex is depicted in a way that is consistent with the values of sex being seen as highly valued and of great worth – golden shades, expensive looking hotel room and the idea of “first class” experience.

Lavazza is showing us what is sexy!

2.

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On this photo we can see a “before sex” scene. There is a woman standing in front of her future sexual experience. The clothes that she is wearing and not wearing are tempting. There is not skirt or pants but she is still wearing her garters and high heels on – a very common fetish. The setting is almost official – The man is wearing a suit and she seems to have been wearing one until that moment.

The norm for heterosexuality has been passed on to this Lavazza advertisement

She is standing in front of her partner in a dominant position. She is ready to act just after she drank her coffee (the empty coffee cup is just about to fall to the ground).

The eyes of the man are very eloquent – the woman has all his attention. The scene in the photo talks about sex without really showing the sexual act. It’s not a pornography, it’s an image of seduce. We can’t see the end of this sexual scene, it’s all left to our imagination…there is something unfinished and unsaid. This is a good way to engage the customer attention. It’s not only the product what is being sold but also the idea of sex.

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