Advertising Corusework Part 1 (reuploaded)

Advertisement appeal for Chanel “Coco Mademoiselle.”On one print advert, the model is standing against a wall with the lid of the perfume bottle on her lips. This makes her look more feminine and a bit seductive. Her face is to the side and is bent down with her eyes looking up. It makes her seem sexier because it looks like she is calling someone to come to her. On the other print advert, the model is sitting down. She is leaning towards the camera, and has a finger on her lips. This links to the first advert, where she has the bottle lid on her lips. This picture is less close-up than the first, and you can see her whole body, whereas on the other one, it was a head-shot.

I think the adverts were set in Paris because the perfume is from Paris and the background and actors look Parisian. Also the origin of the perfume is from Paris. The locations of the advert are in an apartment or studio. It is also set in a sort of museum. The one in the apartment is used because she is trying to seduce the photographer, so it is ideal to have it in an apartment. The other one is because she is getting ready for a show, and there are a lot of mirrors, showing that she’s beautiful. Everyone is looking at her when she wears the perfume. The storyline of the advertisement is that any women that wear this perfume will be able to seduce any man that they want.

There are a lot of props being used such as a hat and shirt, which she later takes off. There are also a lot of mirrors to show her reflection and expressions at different angles. There is also a sort of wall that shows moving images of her from different shots, angles and sizes. Some are bigger than others; this could be because they wanted to show her expressions. They also used a lot of bright lighting.

The colours used were various tones of cream and peach. This matches with the perfume bottle. They also used black and white, probably to show the sophistication and elegance that the perfume is meant to represent. In the video advert, there are mainly colours of red, black and silver. This again gives a hint of sophistication that is portrayed in the adverts.

There were various camera shots used. In the first print advert, the camera shot used was close-up head shot and the camera angle is at eye-level. In the second print advert, the camera shot used was midshot, and the camera angle is also eye-level, but to the side.

The target audience for this perfume is women aged 25-40. They are working class women, with a busy lifestyle, in a relationship, married or single but have children from their previous marriage, most likely looking to settle down. They get high income with a good job, although they might not like their jobs. They are most likely to work in an office environment. They fall under C1 in the Social Grade of Chief Income Earner. They are most likely to shop in high street shops such as Selfridges, House of Fraser and more like that. They would probably go to quite expensive restaurants and exotic holidays. They would probably watch romantic films, and read women’s lifestyle magazines. They would probably not eat much and be on lots of different diets.

The target audience of this advert would probably be described as a YUPPIE because they aren’t that old but they aren’t that young and they are also working in an urban profession that pays well. According to Abraham Maslow’s hierarchy of needs this advert is aimed at someone who wants attention and friendship, someone who is a succeeder because they have achieved control and want to stay in control and have power of their own life and other people’s life’s.

The advert appeals used in this advert is testimonial because the model is Keira Knightly. They have also used glittering generalities because they are trying to say that if you use this product then you will be able to get whatever man you want and men will be like putty in your hands.

The role of the woman in this advert is a successful model that has done well in her job. The woman is in control over the man because she is playing with the man and leading him on. You can tell this because she pretends to like him and id about to kiss him but then decides not to, but leaves him a little memento to remember her and the man realises that he felt attracted to her because of the perfume, not her looks. This might also be a way of saying that women can only get men because of their smell.

Goffman’s theory fits into the adverts because the woman is revealing and has to use parts of her body to represent the perfume when she doesn’t really have to. She can just as easily represent the perfume with clothes on and without using other parts of her body and revealing herself. However, the other ideas of Goffman’s theory don’t fit in with the advert because the female has more authority and dominance over the male. And also according to Goffman’s theory, men normally have the voice-over authority rather than the men, however in this advert campaign, the female does.