Chanel likes to do short movies for its perfumes
(between 2 and 3 minutes), to tell a story to introduce the perfume, especially
with a muse to represent the perfume.
This time, for Coco Mademoiselle, it’s the British actress Keira
Knightley.
A beautiful, independent and mischievous woman
wake up, put some Coco Mademoiselle on her neck and ride a motorbike across
Paris to meet a gentle photographer.
 |
| © CHANEL |
In this ad, Keira Knightley represents a young
and beautiful women but also provocative, strong and free (did you notice all
the birds which represent freedom in this ad?). Chanel uses emotional appeal to convey an image.
With sensuality – almost eroticism, the Coco Mademoiselle advertisement attracts
attention. The face of Keira Knightley is present everywhere in the ad, not
only the woman herself, but also thanks to photos. We can see posters with her
face several times during the ad (on the bedside night, in the street and 5 or
6 time in the studio. Even when she is back to the photographer, there is a big
poster with her face behind the photographer, and she is watching us). In this
publicity, she is the centre of attention.
Chanel conveys
an image of a strong woman, who seduces men but has the power to say no. And
it suits with the image, the “spirit” of the perfume, and the target audience
(young ladies over 15 or 16 and who consider themselves as “mademoiselle” –
miss). Beauty and sensuality are used here to seduce consumers. Women will buy
this perfume to have the sensation of being strong and attractive.
The perfume is present at the beginning and the
end of the ad. At the beginning the bottle is close to Keira Knightley, on her
bedside table and at the end, she puts the bottle in her suit, as if it’s
something precious and a sensual accessory you keep with you all the day.
The music, the place and the mood are well
chosen. Paris (Place de la Concorde and Place Vendôme) and the studio are shown
as luxurious places modelled on Chanel image. The luminosity subdued and lights
colours remind the bottle of the perfume. Also a jazzy and feminist song ("It's
a Man's Man's Man's World" written by James Brown and performed by Joss
Stone) goes along with the Coco Mademoiselle story.
To conclude, I’ll say the advertisement
(realised by Joe Wright) is well done, even if it has been considered as
sexually suggestive and too sensual in United Kingdom (cf. VOGUE article) for young children. The advertisement creates a social and symbolic need in consumers.
As Russel Belk (1988) said, we “regard our possessions as parts of ourselves”
and when it’s time to choose a fragrance, women will choose one which is in
harmony with their tastes and personality.
Videos
CHANEL: Coco Mademoiselle: The Film
Credits
Announcer: Chanel
Product: perfume
Realisator: Joe Wright
Music : It's a Man's Man's Man's World by James Brown performed by Joss Stone
Actor: Keira Knightley and Alberto Ammann
2011
References:
·
Consumer Psychology for Marketing 2nd edition – Gordon R Foxall,
Ronald E Goldsmith and Stephen Brown
·
Marketing
Communication, A European Perspective 4th edition – Patrick De
Pelsmacker, Maggie Geuens and Joeri Van den Bergh
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