The advert for 'Coco Mademoiselle' perfume by Chanel suggests that by buying the product you will feel glamorous and feminine, leading to a build up of confidence. The advertisement spreads over a double page, so your eyes cannot just roll over it. It demands the female reader's attention, as this is the gender the advert should appeal to.
The glamorous side of the advert is lead by Keira Knightley, a successful young, attractive actress. She appears on the page looking flawless; with maintained hair and glossed lips, showing the audience what a glamorous woman should look like. She wears pearls around her neck, connoting
wealth and possessions and her intimate stare engages the audience, drawing them into the advert. Keira's stance shows her sitting on her knees and leaning slightly in to the camera, she supports herself by her left arm, suggesting that although she may appear quite vulnerable, she can support herself. The audience may relate to this. The lighting of the scene also gives it a glamorous feel. It is dim and reflective, in circular shapes (theatre show spotlights) creating large shadows and an air of mystery around the female figure. These shades are used to develop the seduction by focusing on certain areas of her body like her left shoulder, and tops of the legs. The areas left in the dark are left to the viewers imagination and so pose a slightly seductive edge on the advert.The advert is obviously aimed at women as it includes a very feminine young lady and a perfume bottle in a pale pink colour. The perfume's name is in a quite rushed and scrawled font. however it reminds me further of a glamorous, theatre theme in Paris circa 1920. This theme also ties in with the two props; a bowler hat and a shirt - show business? Perhaps she is waiting for a man to return to her or maybe she has recently rid herself of this male figure.
Confidence is prominent withing the advertisement. Keira Knightley's lack of clothing shows she is confident about her body and is not afraid to show it. This could appeal to potential buyers of the product as they might feel this could do the same for them. The young lady is however not entirely indecent as she is covering herself (in particular areas) with the props. Another show of confidence is the brands logo: Chanel. It is displayed in a bold font, showing the audience the brand is proud of it's product and so should the owner be.
2 comments:
Oliver
I agree with your considerations of style on this advert - it is certainly reminiscent of the theatre glamour of a bygone era.
Perhaps you could now develop your considerations of the target audience using some of the audience segmentation models discussed in class. How successful do you feel this advert is in relation to their target audience?
Re heavenly Creatures:
Well done for analysis; note the murder was premeditated, when Pualine Parker takes the brick out of the bag it is encased in a stocking!!!!
To strengthen note the effect of Peter Jackson focusing on image and sound. The use of close ups is very important - you need to explain why. Also the choice of sound track "The Intermezzo" from Pucinni's "Madam Butterfly" has profound connotations. The music is associated with the fate of Mrs Parker (the mother; research the fate of Madam Butterfly in Pucinni's opera - this will enlarge your knowledge and understanding of the significance of soundtrack as a powerful aural signifier in the way audiences read and emotionally respond to film, Jackson in this case is manipulating the audience's emotions by referencing the pathos evoked by this musical score.
Post a Comment