The Promise of Escape and Luxury by Coach

Its position in the paper is quite ironic.

The irony of the placement lies in the ad’s position underneath a story economic hardship for sheep farmers, the death of a beloved Texan mayor, and the announcement of a murderer getting a life sentence in jail.  Underneath uncertainty and death sits an ad for luxury handbags. The only appropriate part of the placement for this ad is that it’s in the national section of the paper and Coach is an American leather goods company.

On a visual level, it’s the classic Coach ad, putting emphasis on their attractive products without fanfare because the bags speak for themselves. The tagline is “Holiday 2012: get going” and there’s a half-opened road map and passport sitting next to an elegant, black handbag and brown duffle bag. The accessories are gender neutral so it appeals to both men and women (Coach does have an impressive line of accessories for men as well). The prices given are quite modest for a luxury brand: only $698 for the duffle with the gloves and scarves ranging from $98 – $198.

It’s a clean, minimalist ad with a small amount of text and a fair amount of negative space. This is to put emphasis on the product; the relative sharpness of the image highlights the quality of the bags, the authentic leather and the detailed craftsmanship into designing the bag. The ad also has a timeless quality to it especially with the prop of a road map. In this era, people usually use GPS or Google Maps on their iPhone but the creator for this ad conscientiously placed a road map to highlight the durability of this brand; founded in 1941, Coach is still a respectable, coveted brand.

The ad is certainly appealing enough to attract customers because it is a trusted name and this particular ad showcases some very attractive products. The Bleecker Duffle is not only stylish with its modern design update of bold stripes but also useful because of its size. The way the light shines on the leather also shows the detail of authentic leather; it’s not too shiny to be fake but not too dull to be used.

The tagline used in the print ad for The New York Times on Tuesday, December 11, 2012

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