Prada and "Persuaders"

https://youtu.be/lpdMEt1YxI4
The Frontline film "Persuaders" highlights the behind-the-scenes operations that go into making successful advertising. It discusses how brands develop their advertisements based on what they think we want and how politicians do the same thing. Using psychographics, a special way of categorizing people based their habits and desires, brands are able to effectively cater to to a certain group of individuals.
For example, I recently came across a Prada advertisement on YouTube. I am not entirely clear on what it is trying to say, which is probably its exact intent. The advertisement centers around two fashionably dressed people, one man and one woman. They take turn saying very vague words such as, "bathe, stroll, black coat, suitcase" and other words in Italian as they go about their day in what one can assume is an Italian city or town. They each carry different Prada bags throughout the video.
The video is obviously meant to appeal to the artistic eye. The words that each character mutters are strung together to create a collage of appealing images in the viewer's mind. The use of Italian words gives the video an appearance of artistry and culture because Italy is often associated with high fashion and art. Because the video is so vague, the viewer is left with many questions. But, because the video seems so eloquent and cultured, the viewer is led to believe that there must be some kind of deep meaning behind the video. The advertisement leaves its audience with the idea that they do not understand something that other people do. Someone who just watched this may think to themselves,"Obviously this video has a meaning that I do not completely understand. Other people understand it so why can't I?" This thought process will eventually lead to the idea that other people understand because they own the product. They relate to the aesthetic because they own their own piece of the aesthetic. So, the viewer will want to buy the Prada bag because they feel as if it will make them part of an exclusive group, a group that understands the meaning and artistry behind Prada's luxury products.
Through this advertisement, Prada shows its prowess in convincing its viewers that they need its products. It targets individuals who want to feel as if they know something that other people do not. They want to feel special. This vague video leads its viewers to believe that a Prada bag is just what they need to be cultured, and therefore special.