Branding: The new Art.

LIFESTYLE AD:

http://www.youtube.com/watch?v=wTT9MqcVhTA

Ralph Lauren Commercial

They are selling a lifestyle, something that reminds you of summer, something happy and beautiful. But it is actually a commercial for a perfume, which brings you a lifestyle. It doesn’t talk about the actual product but what it could bring to your life. It is a fragrance for girls, and the main character in the ad is wearing beautiful clothes and looking literally "hot".
Ralph Lauren is using a beautiful model to attract younger female viewers, bring them to buy the product in order to look as pretty as the model. The ad is NOT about the perfume, but shows videos of beaches, something that will give you the incentive to buy the product.


PRODUCT AD:
http://www.youtube.com/watch?v=rx-HoaJtRwY&feature=related

Pepsodent Toothpaste Commercial (1957)

This commercial shows the actual product, a toothpaste. The brand is advertised, but more than that, the product is supposed to change the way your teeth look. No more yellow, simply whiter. This ad is showing the actual product, and is not necessarily selling a brand.
Pepsodent, in its commercial, uses cartoon characters to advertise its product. It doesn’t sell a lifestyle, but only the product. Unlike Ralph Lauren's ad, the product is life changing. No more yellow and cleaner teeth!