Chanel advertises using a range of media, this includes; Television advertisements, Magazines and billboards. As Chanel is a world renowned brand they can afford to hire famous models, actresses and actors to promote their products and be included in their advertisements. This marketing strategy is clever as by using faces that consumers will recognise and have bought into, their products are more likely to sell as the everyday customer will want to purchase the products as if someone famous is promoting it, then it must be good.
Seeing as I will be advertising Chanel No.5 for my night look advertisement, I have decided to analyse a few of the Chanel No.5 perfume adverts as well as other types of Chanel advertisements.
Examples of Chanel advertising: TV adverts.
This is the most recent Chanel advertisement that I have found and is advertising the famous Chanel No.5 perfume, starring Giselle Bündchen, directed by Baz Luhrmann. This is a good example of Chanel's advertising as throughout the years the brands overall ethos within their adverts is creating a character that women of the time will aspire to be like. For example the character in this advertisement, played by famous model Giselle (someone the public will recognise) depicts the 21st Century woman and is conveying to the audience that a woman can have a career, children, social life and relationship all at once. This taps into the idea and feeling that women like to be independent in the 21st Century.
These type of women are presumed to buy into this product and the values that this product appears to have. This advertisement also conveys the idea that women can be anything they want to be and this perfume is not just excluded to a certain type of woman.
This advertisement is an example of successful promotion as throughout the short film the audience is subjected to the Chanel logo or title of the perfume over 30 times. For example the logo is on the models clothing, her surf board, she is wearing the logo earrings, her table is in the shape of the logo and items in her house such as the cushions all have the logo printed on them. The brand are constantly pushing themselves on the viewer from the very beginning, never allowing them to forget what they are watching an advertisement about. This links to the idea that if you are constantly told something you will want to do it or buy it, this works with the song for the advertisement 'The one that I want' as the lyrics read 'you're the one that I want' and 'to my heart I must be true' which leads the audience to feel as though they have to buy this product and that they too want it.
I liked this advertisement as it felt quite modern, I like that Chanel included the logo so much as I felt this was very clever and has given me some ideas about how I myself may want to style my night advertisement. I feel that when I advertise my night time look it will probably be for the Chanel No.5 perfume as this often includes 'night time' looks and scenery within the visuals.
The second Chanel advert I looked at was the 2011 advertisement starring Kiera Knightley, directed by Joe Wright.
Firstly as usual Chanel have decided to use someone famous as the main character in their advert, this time they have chosen Kiera Knightley. This was successful as Knightley seems to be an actress that many young women can look up to and call a 'good' role model, this means that consumers will buy into this product if she is selling it. Knightley portrays the English rose type of female, however throughout this short film she also portrays an independent character.
The first thing I noticed about this advertisement was the scenery, throughout the film the scenery is typically French looking with the dusky beautiful buildings that exude luxury. This seems very fitting as Chanel is a French brand.
Secondly an element I noticed was the colour palette of the visuals. Throughout this I do not think you see any other colour apart from beige, black and white. Occasionally the colours are lighter and darker, for example some browns and greys, however they are all from the same colour palette. By styling Knightley in a nude colour this is very feminine and also hold connotations of skin, giving the impression of the actress being nude which sexualises the actress, again a form of selling the product.
This form of advertising has also been used with the body shapes the actress is in. For instance the curved shape she is in on the motorcycle is referring to the female body shape and her posing on the bed is also very sexualised.
I feel the music choice fits very well with the setting and message in the film as the song is called 'It's a man's man's man's world' and the lyrics read 'but it won't mean nothing without a woman or a girl' and the visuals include the actress almost teasing her male co-star and seeming to be in control. The lyrics relate to the visuals as although the photographer is male, he cannot take any pictures without Knightley and therefore he needs her.
Finally I feel the advertisement is successful as the product and brand are again cemented throughout the film. Firstly the first thing the actress does when she wakes up is pick up her bottle of Chanel No.5 and put it on, this means the audience know what they are watching from the very beginning. The audience is then presented with iconography from the brand Chanel, for instance the stairs from the fashion house and the colour palette traditional with the brand.
I liked this advertisement, however I do not think that I will be re-creating an advertisement like this as to me it felt more like a day look and i am aiming to produce a night look for advertising the Chanel No.5 perfume.
The third Chanel No.5 advertisement I looked at was 'Le Film' starring Nicole Kidman, directed by Baz Luhrmann.
This was my least favourite advert as although I liked it I felt it was a little boring compared to the other adverts. Once again Chanel has chosen to use a famous face to promote their product, this time they have chose the famous actress Nicole Kidman. Kidman fits with the 'Chanel woman' that is usually cast for the role as she is naturally pretty and represents someone successful that women aspire to be like. I liked the story behind this advertisement although it was somewhat of a tragic love story. The visuals represent a famous actress that has escaped her fame and reported to have had a breakdown, yet gone into recluse with a man where she is able to live a more 'normal' existence for a while, however she is forced to go back to her life in the public eye even though she may want to stay with the man. I found the character that Kidman plays a little sad, her facial expressions throughout the film do convey someone who is troubled and maybe a little damaged by her fame. However this is not the message that Chanel were aiming to convey. I feel the overall message is that the perfume allows a sense of escapism within someone. I feel that the man she escapes with is representing the perfume as where he takes her is a large sign of the Chanel logo that she leans against, this idea was given to me again when he allows Kidman to change from her elaborate dress, into more suitable clothing. Chanel have used their usual marketing strategy by having the brand name and logo present throughout the film with the sign, the billboards and the styling of Kidman in the ending scene. She is wearing a traditionally 'Chanel' black dress with pearls that include the logo. Furthermore the visuals are set in France, where the brand originates from.
Although this was not my favourite advert one thing I did like was the night time scenery in the visuals. I feel that the styling of Kidman will be something I aim to recreate and in particular the end scene as I feel this is the look I am going for, for my own No.5 advert.
Then I watched this short film advertising the No.5 perfume starring French actress/model Audrey Tautou, directed by Jean-Pierre Jeunet.
This was one of my favourite No.5 adverts as I liked the softness of the visuals and the story. The story depicts a woman who is travelling to Instabul, on the train a man notices her and appears to smell her perfume which draws him to her, you get this impression by the way he is smelling her. This gives the audience the idea that the perfume will make you more appealing to the opposite sex, as the man is initially interested in her perfume. Following this you are then told from the film that the woman is wearing Chanel No.5 as we then see her getting ready in her room and applying the perfume. Throughout the bedroom scenes the colour palette is traditional to Chanel as everything is beige, gold and black. Furthermore the visuals portray Chanel as a luxury brand as the bedding is all silk and the female character is wearing a silk dressing gown. This scene is also sexualised by the posing of the female in her bed, a marketing technique by Chanel that conveys the idea that the smell of the perfume is sexy.
Following this scene the male character then comes looking for the female, this suggesting that he cannot forget about the woman he saw on the train, again giving the impression that No.5 makes the wearer desirable. I liked the styling of this part of the film as everything is quite dimly lit giving the impression of something secretive.
The scene then changes to visuals of the female character again in bed, and the bottle of No.5 shaking on the train this reiterating to the audience the product that is being advertised, this is again done by the shadow of the bottle shining on the actress as she lays in bed. The scene that follows is of the female who seems to not be able to sleep and goes looking for the male, who has already gone back to his room, this gives the audience the idea that the smell and experience of No.5 is unforgettable and cannot be ignored.
Then the audience is shown scenes of the woman looking around her destination, which shows them a persona they could have, the idea that if they wear the perfume they too could have this lifestyle. Finally the female character enters what looks like a church wearing black, the whole scenery us very 'cultured' looking where the male character follows behind her and eventually meets her. This gives the audience the impression that the perfume makes her that desirable, he has got off of his boat and followed her as he can not be without her.
I found this advert very charming, I liked the styling and the fact that the actress was very 'Chanel looking' as she was naturally pretty and demure looking.
I then watched Le Loup, a much shorter advert starring Estella Warren, directed by Luc Besson in 1998.
This I feel was one of the lesser known advertisements, as I did not know who Estella Warren was although this was because the advert was shot in 1998 and I would have only been 2 years old when it was published and on googling who the actress was I realised I had seen a lot of the films she had been in. I feel that this advert was the most fun of all of the ones I had watched, it is only 30 seconds long however is filled with Chanel iconography and it was clear that it was advertising the perfume. Once again the actress has the 'Chanel look' she is naturally pretty with a soft look which seems to be what they go for. The colour palette from this advertisement was fitting with Chanel as the only colours included were, gold, black, white and red. Finally the brand logo was represented throughout the film, the door the actress walks into had the number 5 on and seemed to be a vault filled with bottles of the perfume. The character the actress is portraying is someone mischievous as you get the idea she is not supposed to be in the room and she has stolen the perfume as she places her finger on her lips to tell the wolf guarding the vault to 'shh' and then puts her hood up and runs off. This relates to the story of Red Riding Hood as in the story Red Riding Hood was not where she was supposed to be when she encounter the wolf. This is again showing the audience that the perfume is desirable as the female is willing to go to any length to get her hands on a bottle. I then found the version bellow of the same advertisement, supporting my ideas.
Finally I watched this Chanel No.5 advertisement, which was taken from an 'Inside Chanel' short film including clips of Marilyn Monroe. I liked this advertisement as I feel it was a nice testimonial to Monroe who can arguably be called the reason that Chanel is as famous as it is, as Monroe stating that the only thing she wore to bed was 'Chanel No.5', Chanel had not used famous faces to advertise their products and in particular the No.5 perfume. This advert represents how famous Chanel had become, they no longer needed vocals to tell the audience what they were advertising as Monroe was so famously linked with the perfume. This advert is successful as they are using someone who is widely known for loving the product to advertise it, this again is presenting the audience the idea that if they wear the perfume they will be desirable, like Monroe is so famous for being.
I also found some older Chanel advertisements from the 80's. I liked these less, however you can see the overall theme to the advertisements has not changed that much as they still portray a lead female character to sell the product and to sell the Chanel lifestyle.
This Chanel advertisement was the only one that I came across starring a male as the lead. However, I feel that this is an exception as Brad Pitt is so famous in his own right that the brand was able to have him as their face of No.5. I feel that the way there is nothing going on in the advert apart from Pitt talking supports this idea.
In conclusion it is clear from my findings that within Chanel's TV advertisements they use the same overall ethos of promoting the brand name constantly throughout, having similar scenery throughout their adverts and having the same type of female sell their products. Chanel's advertising of the perfume is iconic and is something that is easily recognised worldwide due to the success of the product. By researching the advertising of Chanel No.5 I now have a clear idea about how I would like to style my own night look advertisement and the type of images that I am would like to achieve. My next step would be to create mood boards around the styling and setting of my advertisement, to look at other mediums of advertising the product, this could be magazines and to then finally design my look for the shoot.
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