Brand goes on a long way to lure customers into buying their products. A fundamental step is to gain the trust of the consumer and to enhance familiarity with the product; in order to do so, elaborate stories are invented for each product, extensive research is done regarding all its feature from colors to names and so on. In the case advertised on this on-board magazine, the brand Lacoste promotes his wristwatch called the Kyoto Watch. The body copy speaks about its ‘urban style’ and a areal view of a Japanese city completes the layout. The only annoying problem is that the city in the photo is Tokyo and not Kyoto.

The two cities cannot be more different and this simple mishap in communication results in a poor perception of the product.