A strategic communication message that stood out to me on our trip was the large Cartier advertisement that covered the side of a building right next to the Louvre museum. This message was created by Cartier and features a model in some of their jewelry. It is a fairly simple photo, with the model taking up the majority of the image and a simple light blue background behind her. It feels class and elegant, and is represents the company well, but what makes it so strange is the location it is placed in. The advertisement is easily over 100 feet long and it’s nearly impossible to be in the area without seeing it. The image has a lighter color palate, but in comparison to the neutral tan tones in the building, the color makes it stand out. Depending on how familiar people are with the brand, they may be confused about what the image is promoting. There isn’t a phrase or description used in the image that gives more context to what they are promoting. Instead, it’s relying on the audiences knowledge of what they sell for them to understand. By placing their advertisement by the Louvre, Cartier is demonstrating that they are are a high end brand that is considering themselves on par to such an iconic museum. I find this advertisement to be a strange use of the space. The Louvre is known for having some of the most iconic and historic art pieces in the world, so the modern advertisement seemed to be misplaced.
