In our lesson we looked at different types of advertising and the main one was Chanel No5. We watched different ones throughout the years and how they have changed, but how certain elements have stayed the same. The first one is The One That I Want - The Film.
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| Image from: http://www.hawtcelebs.com/ gisele-bundchen-chanel-no-5-promos/ |
The film is about the 21st century woman who has it all but draws the line on her career when her marriage is in trouble, ultimately choosing love. It starts off with the woman surfing and swimming through the water, when she notices her husband leave a note on the side. She swims back to the shore as he starts walking out, thinking that he is leaving her. When she spots the note, she thinks it is a leaving note so she goes to work with a brave face, modelling for Chanel. When she opens the note, she realises that she has to pick her husband over her career and walks out of work to find him.
Information from: http://www.vanityfair.com/style/2014/09/a-conversation-with-baz-luhrmann-on-chanel-no-5-s-the-one-that-i-want
The idea of this film is to portray that women can have it all, a marriage, a career, a mother, a nice house, different hobbies. It's whats important that counts. The woman realises she needs to sacrifice her career to keep her marriage. Because this Chanel film is very realistic it appeals to most, making them more likely to buy it because the woman is relatable to them. Throughout this video, there are constant reminders of the number 5. They are so aggressive when compared to other films that you are constantly reminded of the perfume the film is advertising. The photographic advertisement is always linked in someway to the film, this photograph would resemble the scene where she is indoors getting ready before going to meet her husband.
Coco Mademoiselle
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| Image from: http://www.lachanelphile.com/2011/ 03/21/chanel-coco-mademoiselle-2011-ad -campaign-all-videos-and-photos/ |
The song "It's a Mad World' plays constantly throughout the film. Keira Knightley wakes up and sprays Chanel Coco Mademoiselle which makes her feel good. She then gets on her motorbike, which is often seen as manly, and goes to her modelling job. Whilst on set for the photoshoot, it becomes quite sexual between Keira and the photographer and you can see they have a lot of chemistry. The photographer gets rid of everyone and as he goes to lock the door, she escapes out the window and gets back on the motorbike. I think the moral of the story is to portray that you don't need a man, a man needs a women hence the song. It's almost saying that the only thing you need to be happy is Coco Mademoiselle, making women feel independent and empowered by the perfume.
The use of nudes and dusty pinks contrasting against the black work well together and is definitely one of Chanel's popular colour schemes. In this film, there are much more softer and gentle hints in terms of obviously showing the perfume as we only see the bottle a few times. It is subtle in the terms of colouring. The colours used are very feminine and just like the bottle which makes viewers feel sexy and feminine.
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| Image from: http://www.asos.com/women/fashion- news/2014_05_27-tues/chanel-no-5/ |
This film is a lot more different from the films above, especially the first one. This is more about a star/celebrity and a desired women. She is a famous celebrity who looks like she wants an escape so she runs away. She meets a man and they fall in love, however she returns to the red carpet but they don't forget each other. The man says he won't forget "her smile, her kiss, or her perfume". I think the idea of this was to create a women who is idolised and desired and to broaden their audience. By doing this, they are making women feel as though they will feel like a celebrity if they purchase this perfume.
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