Investigation into advertising

Investigation into Advertising.

I am analyzing adverts for Chanel Number 5, for my assignment in advertising. Advertising is a method companies use to get their product noticed, they use various ways to do this such as: TV adverts, Radio adverts, posters in Shopping Centers, Billboards etc.  I am aiming to show how companies successfully market their product to their target audience.

I have sourced my information from a magazine and the Internet, using one print and one TV advert. The product I am analyzing is the fragrance Chanel Number 5. Chanel was founded in 1909 by French fashion designer Gabrielle “Coco” Bonheur Chanel. Alan Wertheimer and Gerard Wertheimer, the grandsons of Pierre Wertheimer an early business partner of Coco Chanel, now own Chanel. Chanel Number 5 was released in May 1921, the chemical formula for the fragrance was compounded by Russian-French Chemist and Perfumer, Ernest Beaux.  Chanel Number 5 contains Ylang-Ylang, Mayrose and Jasmine. "Respectable" women favored the pure essence of a single garden flower (Rose). Sexually provocative perfumes heavy with animal musk or Jasmine were typically associated with prostitutes or courtesans. Chanel felt the time was right for of a scent that would epitomize the modern flapper that would speak to the liberated spirit of the 1920’s.

Chanel Number 5 has been advertised by celebrities such as: Marilyn Monroe, Nicole Kidman and Catherine Denevue. Marilyn Monroe was chosen at the time to advertise Chanel Number 5, as she was seen as a ‘sex symbol’. And Coco Chanel wanted to present the perfume as sexy and desirable. Marilyn Monroe went against how women were expected to behave in that period in time, Coco Chanel wanted to liberate the ‘flappers’ of the 1920’s and Marilyn Monroe was the perfect celebrity to do that. She also was seen to be very classy and sophisticated, she was idolized by millions in the 1920’s. The bottle used today is not the original bottle used when the perfume was first released. Chanel envisioned an over-elaborate, precious crystal fragrance bottle which were in fashion, popularized by Lalique and Baccarat (glass makers). She wanted it to be transparent an ‘invisible bottle’.  The original container had small, delicate rounded shoulders. The design was changed in 1924, the bottles shoulders are square. Making it more robust and capable of being shipped without cracking. Unlike the bottle which has remained the same since it was redesigned, the stopper has gone through numerous modifications. The original stopper was a small glass plug. The octagonal stopper became a brand signature was created in 1924, when the bottle shape was changed. In the 1950’s the stopper became a bevel cut and became larger with a thicker silhouette. In the 1970’s the stopper became more prominent. It was finally changed in 1986 to become harmonious with the scale of the bottle.

Other products created by Coco Chanel consist of: Chanel Number 19, this fragrance was created to celebrate Coco Chanel’s birthday on the 19^th of august in 1971. It was launched a year before she died it is a balsamic green scent, very different opposed to the floral scent of Chanel Number 5. Chanel also created the fragrance Coco Mademoiselle, which is aimed at younger Chanel fans it was released into the collection in 2001. Keira Knightly as Coco Chanel played the advertising model. 

TV Advert Chanel Number 5.

As well as the Daisy print advert is have studied this TV advert for the perfume Chanel Number 5.

The advert begins with a man sitting on what looks like the outline of the Chanel logo. He's reading a book and staring at the rest of the city.

It then becomes apparent that the advert is based in an urban agglomeration, such as New York or Paris etc. The Chanel logo is written clearly on the building directly in front of us, as the audience. The logo is only small here and doesn't feature any writing, as the Chanel brand is so well established that it is known globally.

The advert then shows Australian actress Nicole Kidman running from the red carpet, through the city in a long, pink dress. The Chanel logo on her right.

The next few scenes show Nicole Kidman having a passionate affair with the man shown in the first scenes, the advert shows her meeting him in the taxi that she uses to escape the red carpet. He brings her to the 'run down' part of the city where she can 'escape reality'. They are shown dancing behind the Chanel logo.

 Nicole Kidman then returns to the red carpet.

Then they feature the man in the advert speaking he says "I'm going to miss her kiss, her smile, her perfume. Then the camera automatically uses an extreme close up on a 'back necklace' she is wearing, which has Number 5 in diamonds.

This advert includes many persuasive techniques, one being the style/structure of the advert. It it almost like a short love story, it hooks the audience as it uses emotions gaining their attention such as: love, happiness and sadness. It 'pulls on the heart strings of the audience'.

It also uses the controversy of the lifestyles of the main characters in the advert, Nicole Kidman in the advert comes from a high-end lifestyle in the busy part of the city featuring on red carpets. Whereas the man comes from the peaceful, slightly urban part of the city.

Chanel number 5 uses Nicole Kidman as their celebrity endorsement, Chanel have used Nicole Kidman as she is idolised by many women. She is also appeals to an older audience between 35-55, which is the age range Chanel Number 5 is trying to capture. As Kidman herself is aged 45. Chanel Number 5 is a heavy, musky, expensive perfume which appeals to an older target audience. For instance somebody my age would be attracted to a sweet, flowery scent. Nicole Kidman is shown to be sophisticated, but still sexy and above all desirable. These key elements are factors that Chanel Number 5 is seen to be, sophisticated, sexy and desirable. It it also trying to promote that older women can still achieve this and that beauty is timeless.

One of the key scenes of the advert is Nicole Kidman running away from the red carpet, it feels as if the producers want the audience to feel as if Chanel Number 5 is an escape from reality.

The Chanel logo is used constantly through out the advert, it is almost always written in gold or in lights. Making it look upmarket and expensive, which is two of the many factors Chanel stands for. Only once is the name 'Chanel' used in the advert, which is when Nicole Kidman and the male actor are dancing on a roof top behind it. The Number 5 logo is used right at the end of the advert, written in diamonds making it unforgettable to the audience. There are no slogans or captions in the advert as this would bring down the 'high end' feel to the advert, making it appear cheap and tacky. Chanel still advertises their brand but they do it in a subtle, classy way.

The advert also uses light, instrumental music giving it a romantic feel also the piece of music played is a popular and famous love ballad "Clair De Lune"composed by Claude Debussy, Claude Debussy is a famous French composer and Chanel was created by French designer Coco Chanel. The advert is featuring its French 'roots'. In the key love scenes the lighting is a lot smoother and subtle compared to the harsh lighting of the red carpet, and scenes of Nicole Kidman running away. Voices used in the advert are Nicole Kidman and the male actor and the news reporters. Their tone of voices vary from dramatic to soft and romantic.

I like this advert because it varies so much from other perfume adverts in the industry, it is classic and uses real human emotions in which the whole audience can relate to. I think it is very successful as it is memorable and the only advert of its kind currently.

Print Analysis.

This is my analysis of a print advert, I chose to analyse Mark Jacob's perfume 'Daisy'. However, I then went on to analyse Chanel Number 5, as Daisy only had limited information.

Advertising.

Adverts are powerful tools for large companies, organisations and charities.  There are many different forms of advertising some can be powerful and inspiring, whereas others can hide a more subtle message. Making the audience really think about the advertising campaign.

Adverts surround us every day, because of this we read them and take them in. Adverts can be found on; bus shelters, billboards, trains and other forms of public transport, radio, the internet and many more .

There are many recognisable advertising campaigns currently my favourite is the Volkswagen 'Think Blue' campaign. I like it because it's very creative and upbeat.